Not lust a trend Builders, suppliers go green for the long haul

By Michelle Madison

green building certification. McCutcheon said he recruits and prefers to hire people "who have knowledge and sympathy for green building, whether it's sales, production or design."

McCutcheon himself frequently lectures about green building as part of the company's outreach and education programs. Notably, he spoke for World Environment Day in San Francisco in June.

for special ordering," he said.

Where does he see green building going? "The sky's the limit," he said. "It just makes sense, whether it's from an economic perspective or a health perspective."

Those two forces will drive demand up even further, he predicted.

Other suppliers may be newer to green, but they're learning it quickly. Fairfax Lumber & Hardware. Fairfax. Ca., started stocking Forest Stewardship Council-certified lumber, and paints that contain low or no volatile organic compounds (VOCs).

f, S more consumers demand green la.buitaing projects. builders and suppliers are following their lead.

Named one of the top 10 trends in architecture by The Wall Street Journal and recognized as the fastestgrowing sector in the building industry by Better Homes & Gardens, green building is growing steadily. It's also been named one of the top 10 design trends by the National Association of Homebuilders.

In California, where voluntary statewide green building guidelines are being drafted, suppliers and builders say offering green options is a huge selling point.

"In today's marketplace, it's important to have a point of differentiation," said Michael McCutcheon, president of McCutcheon Construction, Berkeley, Ca. "Those of us who know about green building have a competitive advantage. It gives us a unique selling proposition we can use to distinguish ourselves from the rabble of the marketplace."

In addition to helping staff get

Across the Bay in Mountain View, Calif., Harrell Remodeling, Inc. (HRI) specializes in remodeling green. "We have been getting calls from people who want a builder that can build sreen. because not everybody does it," noted Trace Kannel, an architect at HRI. "Not everybody has the familiarity with green products or installation details. It empowers us to better serve our clients."

Suppliers are the critical support for builders who must meet the demand from consumers, and often educate their builder clients about green building practices and materials.

Monterey, Ca.-based Hayward Lumber, which has yards in seven Central California Coast locations, saw an opportunity in the green building movement several years ago.

"Educating ourselves internally was going to help us help our customers," noted Steve Brauneis, Hayward's director of sustainability. "It's certainly made people turn to us when they have questions."

Brauneis said his company promotes green building by sponsoring educational workshops and through internal marketing, and by maintaining product availability and stock.

"We're trying to minimize the need

Customers and builders had requested green products, and the company anticipates that green building will become the industry standard, according to Fairfax president Augie Yenezia. "It's going to come to pass that construction, both residential and commercial, is going to be built to green standards," Venezia noted.

Bruce Bower Lumber & Supply, Mountain View, recently started stocking green products because contractors often ask for information about green building, said Hela Vollmer, a certified green building professional at the company.

"I've noticed that it's more of the consumers saying, 'I want my house built green,' and the contractors coming to us asking, 'What is green?"' she said. "I think it's just a matter of educating everybody."

Vollmer said she has started to compile packets of "green information" for builders, and that the company has recently begun to stock sustainable and green products in anticipation of growing demand.

"We're working with local vendors that carry green products, and we have special orders," she said, noting that the company plans to expand its green offerings. "Eventually, we're going to turn to greener products. It's a demand that I believe will eventually play a bie role in this market."