Ei: Respected Journalism

UPDATE: On December 17 the Zero Waste in ACTION  Blog surpassed the 300,000 pageviews milestone; on July 17 the blog surpassed 350,000 views!

In 2016 Elemental Impact (Ei) segued from a valuable media and industry resource into respected environmental journalism. A few years earlier press interview inquiries validated Ei as recognized industry media. ... and then the prominent invitation arrived in early November:

The U.S. State Department invited Ei to join the invitation-only COP22 preview press conference call. Journalists from the Wall Street Journal and the New York Times were among the respected, mainstream media on the call.

In June Ei Founder Holly Elmore, author of the Ei blogs, launched HollyElmore.com as home to the Fingertip Press. When she publishes a blog article, Holly writes a Facebook post beginning with “PREVIEW: Hot off the Fingertip Press an article …” Thus, the Fingertip Press evolved into Holly’s nomenclature for her published articles, documents and other written communication.

The Ei Blogs - The IMPACT and Zero Waste in ACTION (ZWA), gained significant readership momentum as 2016 came to a close with monumental milestones surpassed. On December 12 the IMPACT topped 100,000 views and the ZWA is mere days away from the coveted 300,000 views milestone as of this article publishing.

Along with the Ei Blogs, the Fingertip Press page features published articles in third-party magazines and industry documents prepared by Ei. The Fingertip Press was busy in the fall with the following recently published material.

Zero Waste Makes Good Business & Environmental Sense was the lead September | October, 2016 Pallet Central issue article featured on the front cover. Pallet Central is published by the National Wooden Pallet & Container Association and distributed to approximately 6,500 members and industry colleagues. The Fingertip Press wrote the article on behalf of the U.S. Zero Waste Business Council in Ei's role as Official Media Partner.

The ZWA Blog article, Zero waste moves from "best" to standard operating practices, gives an article overview along with a synopsis of the Inside Supply Management's October 2016 cover article Full Circle featuring several quotes from Holly.

In November The Comparative Case Study: Plastic Film Recycling at Two Simon Malls prepared by Ei on behalf of the Wrap Recycling Action Program, an American Chemistry Council Plastic Film Recycling Group program, was officially released at the 2016 Annual Ei Partner Meeting. The case study is listed in the Fingertip Press' Industry Documents section.

The ZWA Blog article, Comparative Case Study: Plastic Film Recycling at Two Simon Malls, announces the case study release along with an overview of the plastic film recycling program development.

In honor of the ZWA Blog's 250,000 views March milestone, the Ei Blogs: respected media & valuable industry resources article published to celebrate strong readership and acknowledge teamwork necessary to build the solid foundation. In addition, the article details interesting reader analytics.

Below is a quick blog stats overview:

The IMPACT Blog:

• 100,600 pageviews
• 120 published articles
• Average 838 pageviews per article
• Most popular article: Ei New Mission Statement (12/12) 2,845 views

The Zero Waste in ACTION Blog:

• 298,300 pageviews
• 336 published articles
• Average 888 pageviews per article
• Most popular article: Reduce First, Donate Second, Compost Third (02/11) 14,400 views; 1,190 views in last month

As Ei enters a new era of impact, the blogs play a powerful role in sharing the important work. The intent is to recognize industry pioneers and inspire others to embark on their sustainable journeys, whether in their professional or personal lives.

The U.S. State Department's press conference invitation validates Ei's respected voice as an industry journalist, with far-reaching impact into mainstream media. As a new year arrives it is gratifying witness Ei blossom into the role of a mature industry expert and leader.

2011: An Amazing Year for Ei

What a phenomenal year!  For Elemental Impact 2011 was filled with national speaking engagements, new partnerships, major ACTION and much more.  On November 16, Ei Sponsors and Advisory Council members traveled from around  the country for the powerful annual meeting at HLB Gross Collins' offices.

Scott, Holly& Chris with the
2011 Going Green Airport Award

After introductions and the 2011 overview, Zero Waste Zones Director Susan Montgomery gave a ZWZ update including the detailed program documentation.  Susan passed around a book filled with recruiting documents from the ZWZ Ambassador program, training PPT presentation and the packet used in national expansion meetings.  Additionally, the ZWZ information was moved from the Ei website into its own website mid year.


The "packaging" of the ZWZ was a perfect segue for Chris Moyer, National Restaurant Association ConSERVE Project Director, to present on the ZWZ evolution into Sustainable Action Zones,  a NRA program in partnership with Ei.   Chris spoke on the powerful synergies inherent within the NRA | Ei partnership and how it brings forth important collaborations.  One such collaboration is with the U.S. Composting Council.

Chris Moyer presenting to full room

Wayne King, USCC Past President, spoke about the upcoming December 12 meeting at the NRA offices.   With only approximately 350 permitted composting sites nationwide, the NRA's political voice is critical. For many of the current permitting challenges to resolve, regulators must hear the major post-consumer organics generators are demanding an alternative destination to landfills.  The industry is on the cusp of making an evolutionary leap and the NRA, in collaboration with the USCC, has a vital role to play.


The USCC | NRA collaboration was an excellent preface for Scott Seydel, Ei Chair & Global Green Chair, to discuss POWER - Perishable Organics Waste to Energy Recycling - status.  In addition, to his impressive PPT on the planned POWER website, Scott spoke of POWER's important role and how it served as an incubator for GREASE - Grease Recycling Energy Alternatives Solutions for the Environment  and the Sustainable Food Court Initiative.

Linda Dunn

Ei Founder Holly Elmore gave the SFCI overview including the 2011 Going Green Airport Award for the Atlanta Airport pilot (see the ZWZ Blog post, Atlanta Airport SFCI Pilot Wins National Award, for details). Linda Dunn, HMSHost VP Supply Chain & Analysis, followed with the important role HMSHost plays in the SFCI Projects, including work at the Tampa & Charlotte Airports.  How empowering to listen as Linda explains the SFCI | ZWZ (and NRA | Ei) collaboration is integral to HMSHost's sustainability commitment and game plan.


After the mid afternoon break, Susan Montgomery presented the Ei Business Projections followed by Sylvia Gort, Ei AC member, leading the strategy session.  Future action paths on Toxic-Free Environments and Health Impact were discussed along with the important role social media can play in communicating Ei's important ACTION.

Ei AC Members Sylvia Gort &
Greg Chafee @ reception

As always, Ei meetings begin with a wonderful lunch and end with a wine reception.  Thank you Bold American Catering for your Ei sponsorship and providing excellent food & service.


The Ei FB album, 11-16-11 Ei Sponsor & AC Meeting, gives a meeting pictorial overview.  Meeting PPT presentations will be loaded on the Ei Speaking Engagements page.


Thank you to those who contribute their resources, financial, time and expertise, to Elemental Impact - you are the reason for Ei program success.  Our important work is educating the corporate community that sustainable operating practices make solid business sense. These are thrilling times - stay tuned!