I finally put up our first cut at a press kit, and designed our first-ever print ad. I have no idea how one is really supposed to do that, but as they say, fake it ’till you make it.

“meets the needs of the present without compromising the ability of future generations to meet their own needs.”

With respect to the environment, one definition of sustainability means that all of the things a business takes from the Earth – the inputs like energy, fuel, and raw materials – must eventually be returned to the Earth in such a way that they can be used again.

We, like others involved with sustainable businesses, struggle with these definitions and labels. Although the terminology provides context, it can be confusing and limiting. In part, the problem lies with its Platonic “either/or” duality. We find it more useful and practical to consider things along a continuum from “less sustainable” to “more sustainable”.

The problem gets even more complex, because even the idealized notion of sustainability changes over time. Sustainability isn’t a place – it isn’t a singular and fixed destination. Like us, it evolves, as our understanding of the planet Earth and our species’ place thereon evolves. Sustainability is a process – a point of view that demands thinking, exploring, and questioning the status quo.

In that spirit, and encouraged by the notion that transparency matters, we offer a list of things we know that Perfect Flavor can improve upon. We hope that this disclosure will help our customers understand what we do, and the challenges we face. On some issues, we have had little or no choice on how to proceed because regulatory requirements are very stringent. On other issues, we have chosen to compromise because we are a small Mom & Pop business, and have insufficient capital to pursue other options.

Startup

• Building Materials: We used commonly-available materials, including concrete, pine stud framing, wallboard and so on. The Commonwealth of Virginia and federal requirements on Dairy Processing Facilities dictate many of these choices, particularly in the rooms used for the actual making of ice cream.
• Furnishings And Equipment: Our pasteurizer, batch freezer, coolers and freezers are all industry standard units. Again, due to regulatory requirements and a dearth of sustainably-manufactured units that meet those compliance criteria, we have no other choices at this time.

Ongoing

• Electricity:We strongly considered the possibility of using active-solar technology to meet some of the electrical demands of the Perfect Flavor Kitchen, but due to the startup costs, we can’t afford to do so at this time. Although we’d like to buy green power, Dominion Virginia Power does not offer any, and PEPCO, which offers a green power product to residential customers in Dominion’s service area, doesn’t do so for commercial accounts. Our only option is to purchase carbon offset credits.
• Water: The Perfect Flavor Kitchen has moderate water demands, and we are currently using water and sewer services provided by the City of Waynesboro. In the upcoming year, we will explore using rainwater harvesting for flushing the toilet at our facility.
• Transportation:Currently, all of our packaging and other raw materials come and go from the Perfect Flavor Kitchen on automobiles, using standard gasoline or diesel fuel. In the future, we hope to be able to use a more sustainable alternative, such as a bio-diesel or electric-powered delivery vehicle.

When we look at this list, we feel challenged to improve the myriad ways our business impacts the environment. The stark nature of this list illustrates just how far we are from our goal, but it heartens us to pursue the dream with passion.

One aspect of the business Lynsie has spent alot of time on is developing our packaging to be environmentally friendly. We’ve looked hard at using PLA, a new plastic-like substance that’s made from corn and which is biodegradable. For anyone else out there walking the same path, check out this article at WorldChanging.

In the meantime, last night I tried some of Lynsie’s awesome peach sorbet. God, it’s so damn good. It tastes like a recipe for cold, refreshing summertime goodness.

Ice cream question of the day: What’s the difference between sorbet and sherbet?

Answer: Sherbet has dairy. Sorbet is just ice.