Hybrids, start your engines.
With the quiet hum of a fuel-efficient fleet, the smog-ridden city of Atlanta has embraced another groundbreaking, eco-friendly service: The Green Express. It may sound like a locomotive-themed PBS program, but The Green Express
is the first courier company in the U.S. to operate solely with hybrid vehicles. The group proudly calls Atlanta home.
The Green Express began like any average courier company in a highly competitive market. However, the Atlanta marketplace is unique because it thrives on an underlying contradiction. On the one hand, Atlanta teems with traffic and air quality so poor that it requires federal oversight; on the other hand, Atlanta is home to a number of environmental stewards and dozens of conservation organizations. The Green Express took advantage of this paradox by completely changing its mission.
The team realized that the bulk of its profit stemmed from rush or overnight small package deliveries, and its vehicles were using excessive amounts of fuel (not to mention emissions). The solution to the fossil fuel drain? Refresh the brand and implement hybrid electric vehicles, of course.
The company was rebranded as The Green Express. The team purchased a fleet of hybrid electric cars that get 60 miles per gallon in the city and emit 80 percent less pollutants into the environment. After the car purchase, the company looked at everything through an environmental lens. Office procedures were retooled with organic products, post-consumer recycled paper, LED lighting fixtures and standard e-billing for customers.
The Green Express witnessed increased profit margins and developed a loyal client base with its renewed green profile. In 2007, the company expanded its services to include new delivery zones and a range of hybrid alternatives to traditional services such as Green Overnight, which is 24-hour delivery; Green 2-day (48-hour deliver); Green 3-day (72-hour delivery) and Green Ground, which is delivery within 1-5 business days.
As green companies abound, and eco-friendly missions ring in our ears, I sincerely hope the gratifying tale of an ordinary company transforming the service industry will inspire you to take simple, but poignant steps to transform your impact. Allow your carbon footprint be a source of pride as you renew your mind and actions in the name of Mother Nature.