As Chairman and Executive Editor of Greener World Media, Joel Makower publishes GreenBiz.com and other websites and also writes "Two Steps Forward," a blog on green business, clean technology, and green marketing. He has spent the last twenty years writing, speaking, and consulting on business and the environment—and we were lucky enough to have him serve on the advisory council involved with the publication of our Greenopia guide for the San Francisco Bay Area. He spoke to Greenopia about his work and living green in the Bay Area. Best part of your job?

I feel like we’re making a difference. At least, that’s what people tell me on a regular basis. I hear stories from environmental managers at some of the world’s biggest companies, about how they found new products and services, or got new ideas, from reading our sites or my blog.

Where do you shop for organic groceries?

The best place for organics is the farmers’ market by Lake Merritt, every Saturday. Among the many wonderful things about it are the surprises—the fruits and vegetables I’ve never tried before that find their way from area farms to the market, which is just a mile from my home. Beyond that, I prefer local stores to chains, like Village Market.

Is there a particular environmental non-profit you support?

I support more than a dozen, in both monetary and other ways, including the Natural Resources Defense Council, Rocky Mountain Institute, Save the Bay, and others.

What’s your favorite thing about living in the city? Least favorite?

I’ve lived in cities—Oakland, Washington, D.C., New York City—all my life, so I’m pretty comfortable in urban settings. I like the diverse humanity I encounter, and the diverse opportunities for food and entertainment. I’m not sure what my least favorite thing is, since living in the Bay Area makes it pretty easy to see mountains, rivers, lakes, parks, and, of course, the magnificent Bay. In 12 minutes, I can be in the East Bay hills, walking down a trail that seems miles and miles from city life.

What would you say is the city’s undiscovered or underrated jewel?

Oakland itself is undiscovered and underrated, which is one of the reasons I returned eight years ago to the city of my birth. People who come to my home often remark, “Is this Oakland? I had no idea!” There are wonderful neighborhoods and great spaces to explore. Lake Merritt is Oakland’s jewel, and its three-mile walk is a great way to show people around and get some exercise.

Where do you like to take out-of-town visitors?

I love taking visitors up to Redwood Park and Chabot Observatory. It’s certainly not the “Oakland” they heard about from their friends in San Francisco. Rockridge, with all its restaurants and boutiques, is where I take foodies and shopaholics.

What’s your favorite vacation destination?

Any place with a beach, for starters, assuming it’s not filled with yahoo tourists or spring-breaking students. For that matter, any place with running natural water—a river, creek, etc. If I can be on the water, even better. A couple of years ago, seven of us chartered a sailboat and crew for a week’s journey off the Turkish coast. Nothing like it to get me out of my head.

What’s your favorite weekend outdoor activity?

A hike in the East Bay hills or the Marin Headlands with my wife and dog is a typical weekend activity.

What’s an eco-friendly gift you like to give?

For a really special friend, a Voltaic Systems solar backpack. I’ve had one for the past year or so and it’s great fun. It powers my cell phone, but more important, it powers wonderful conversations with strangers. It’s a great opportunity to talk about renewable energy and demonstrate its utility.

Do you have a favorite environmental book?

Paul Hawken’s “The Ecology of Commerce” was very influential, as was E.F. Schumacher’s “Small Is Beautiful” and Michael Pollan’s “The Botany of Desire.” I’m afraid I don’t get the time to read even a fraction of the books that come across my desk.

If you were a tree, what kind of tree would you be?

No question: A eucalyptus. There’s one in my backyard that I worship. Nothing makes me smile more than driving through Northern California and catching a whiff of a eucalyptus grove. It’s got a primal association for me.

Describe your path to green: how and when you became eco-conscious.

It’s been a part of my life for as long as I can remember. I grew up in a family that was eco-conscious; my parents were Sierra Club members back in the 1950s. I began my life as a professional writer covering consumer issues, including solar energy, back in the 1970s. Along the way, I came to realize that consumers weren’t all that willing to change their buying or living habits, and that many of the so-called environmental products coming into the marketplace weren’t really all that green. The anticipated marketing Gold Rush of green consumerism wasn’t happening. On the other hand, companies seemed to be more serious about addressing their own environmental challenges, either because they wanted to, but more typically because they were being pressured to -- by activists, customers, shareholders, community groups, or sometimes just the CEO’s kids. For whatever reason, I recognized that there was a need for a balanced voice on the topic that understood and could address both the business realities and the environmental challenges. So I jumped in, and it’s been an exciting ride.