As a Greenologist® and animal feed expert, I love everything that has four legs and cohabits with humans. Pets, such as dogs, as the oldest friends of man, enjoy greater popularity and numbers, but are also criticized: like we humans do, they leave an ecological footprint (such as climate-damaging gases measured in CO2 equivalents = CO2e).
My goals are to keep this as small as possible while making the brand more attractive, maintaining the quality of the food and providing the dog with the best possible nutrition.
The ecological effects of our food can be significantly improved through well thought-out brand offers such as a conscious selection of ingredients, recyclable packaging or target group-oriented product-range policies. As a Greenologist®, I, Klaus Wagner, have been working on these topics in the pet food industry for decades offering practical solutions in sales, production and product range for a more liveable future. For example, I have already launched vegetarian dog food as Green petfood in 2013 and successfully built up the Josera brand on both national and international level.
The Greenologist® greens up your foodprint
Do you want…
- …to make your brand so green that you green up the market with each container sold?
- …an offline / online sales strategy that ensures your green messages reach the customer directly and safely?
- …to know and reduce theCO2 foodprint of your product range and production?
Do you want…
- …to know stakeholders‘ opinions on your brand and your market based on a materiality analysis?
- …to make your production and product range climate neutral?
- …to present all this professionally and passionately, from your employees up to your end customers?
- …to set up and communicate your supply chain transparently?
Who, if not you and when, if not now?!
Why the term Greenologist® ?
Green is my colour of hope!
Wherever it is green, we as humans feel more connected to Mother Nature and as part of creation. So, for good reason, the forest is the refuge protecting us from the excessive demands of everyday life while offering peace and contemplation.
Green are the plants that produce our oxygen and store the exhaled carbon dioxide. Plants alone, through photosynthesis, enable a cycle that has brought about life as we love it. For many of us, gardening is a kind of mindfulness training and the basis of a sustainable lifestyle in one. The growth and decay of plants symbolize the eternal circular economy and are the famous perpetuum mobile that science is still looking for today.
“Green” stands for ecology, and the ancient Greek “logos” means “word” and “world reason” – thus the greenologist tries to find the key to world reason in green solutions. “In the beginning was the word”, says the Bible. So, let’s think back to the origins of world history. Ultimately, this law is also independent from human beings per se, but is the basis for humanity’s ability to survive. The way to this goal is interdisciplinary and requires the power of many small steps by people and some great ones by politics and business.
Accordingly, greenology is the art that creates knowledge and explains the “what for” of creation beyond sustainability, and that does not just get lost in the “sea of the same”. The common but backward-looking “why” is replaced by the forward-looking “what for”. My children will give the answer. They shouldn’t be “better off”, they should be able to “be” better than I “was”.
And since we should all do what we can do best – if possible – I work in the areas of feed and nutrition. In addition, I have been involved in a wide variety of projects in terms of a sustainable development cooperation in East Africa for 10 years. Among other things, our local partners have planted over 300,000 trees and saved a large forest area from deforestation.
We have successfully combined climate protection with economic development, e.g. through an increase in local milk production for enhanced self-sufficiency. Since ultimately one single greenologist doesn’t make a summer, I want to pass on my greenologist DNA.
As many ambassadors for a good cause as possible must work for a more liveable future. These are enlightened end customers, brand managers and the retail branch as an intermediary. This requires authenticity, transparency and traceability of what is done on the one hand, but of course also vision and mission on the other hand – the vision as the ideal of the goal, the mission as a mandate and orientation on the way to reach it.
The greenologist courageously greens up brands, people and markets!
4 steps to green up your business
Fulfilling our requirements concerning eating, drinking and living are only possible through buying and consuming. Renunciation or at least “less consumption” makes sense, but has so far not been compatible with the will of the people. So, we need more sustainable consumption in all areas of life and as soon as possible. Strong brands with a clear profile and message play a central role for orientation. As a greenologist, I cooperate with the brand to develop a concept for climate neutrality in production, eco-efficient products and product ranges with the goal of “less environmental damage”.
Economy has to serve people – and not the other way round. If we give people freedom of choice, then we need a new categorical imperative: “Always act in a way that the next generation will find a world worth living in!”*. Based on this, the responsible citizen should be able to find and understand all the important information to take ecologically correct decisions. That is exactly my goal: giving people not just content, but rather context. Only if the systemic interrelationships are clearly explained to the customer (for example, internalizing previously externalized environmental costs or disclosing the origin of ingredients and raw materials) can he make a decision to the best of his knowledge and belief. *Ulrich Ebert, Zukunft 2050
Markets are the place, where supply and demand meet, the place, where the value of a product is given a price. We have a price for almost all scarce goods, however, only for the use of the atmosphere and thus the climate itself, for example, there is no price that would sustainably change our behaviour. Due to the globalized range of goods, the legislator must set limits to action. At the same time, however, we need offers from industry and pressure from the end customer; because no matter how much we debate about global warming and packaging waste – if the customer does not have to pay the full price, many will resort to the supposedly cheaper product. As a greenologist, it is my job to think of the value chain in terms of the end customer’s real needs – from the very beginning to the end. With the dissolution of previous system boundaries, we develop the triad of avoidance, reduction and compensation.
All this requires a good dose of courage. That is, the courage of the brave and righteous. Brave because the road is long and stony, and righteous because we have to provide the laws for more global justice. In a few decades, there will be one billion more people living in Africa. They want sufficient food and a decent life. Only if we are finally prepared to give up the superfluous of our prosperity by e.g. investing in the global south and transferring know-how, will we enable local people to stay and live there. These steps require courage from the actors involved. After all, we also need entrepreneurial courage to invest in production methods not yet tested, to omit environmentally harmful products or to completely reorganize product ranges. So, in order for this courage to not turn into recklessness, I work with people who are ready for their own transformation.
Greenologists and their network
It is only together, not alone, that we can create a more liveable future, because especially today, in times of an apparent material abundance (which only exists in our industrial societies; most people are excluded from it) fact checking and the art of sovereignty of interpretation cannot be valued highly enough. Trendy products with great-sounding additives can leave a large ecological footprint, or simple statements such as climate neutrality hide different value contributions. With so much complexity and often complicated value chains, a reliable network with transparent collective intelligence is even more important: technical and professional expertise, a lot of life experience and clear communication coupled with maximum credibility!
Become part of the greenologist network and benefit from partners who have specialized in topics such as meaningful entrepreneurship (www.terra-institute.eu), sustainable development in the non-profit sector (www.stratum-consult.de), growth in digital business models (www.bench-breaking.com) or the specialized freelance journalist, author of countless books and master of the proper choice of words, Engelbert Kötter, from Rippberg in the beautiful Odenwald.
The network about the greenologist Klaus Wagner
(specialized freelance journalist)
Impressions – national and international
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