Some people have a tendency to cover up personal inaction with pretense. We’ve all been in line behind “that guy” at a coffee chain, lecturing his friend about the virtues of buying local, with his left hand authoritatively gesturing to an invisible orchestra, while his right hand clasps a big-box store plastic bag, exploding with obvious impulse purchases. That guy couldn’t hold a candle to the folks at RoofCARE, in New Mexico. For this team, Sustainability is not a self-serving rhetorical device; it’s a business practice. And apparently, it’s an approach that residents of the Land of Enchantment are warming up to.
SPOTLIGHT ON BUSINESS • DECEMBER 2016 104
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