SAT, 13 MARCH, 2010

April 14th, 2009
ZEN AND THE ART OF GREEN HOMES
When it comes time to go green, leave it to the experts

Words and Photo: Mark Ziemke

“I spend about 90 percent of my day answering questions,” says Maria Onesto Moran, founder and president of Green Home Experts in Oak Park. And that wasn’t about to stop, because I was there to inquire about getting into the business of selling green products for the home, such as eco-friendly all-purpose cleaners and exquisite recycled-glass countertops. Maria was glad to be of assistance, with her genuine and benevolent nature toward green living sitting comfortably on her sleeve.

Maria says she probably couldn’t have opened up her store, which is located on a quaint and family-friendly strip of Oak Park Avenue, anywhere else. Her and her husband both grew up in the western suburbs, and she’s always known that Oak Park was progressive in nature and an environmentally friendly city just outside Chicago. “I thought when we bought our condo in the West Loop that we were never going to move out of it,” says Maria about moving to this area. “But that was before this. There’s definitely a focus on sustainability. We’ve had a farmers market here for 35 years, which is really big and vibrant. People who live in this area are really dedicated to shopping locally and supporting local businesses.”

Maria felt there was a built-in infrastructure here and that there was no place better to start this type of business. But where did this idea come from? “I was working as a freelancer during an election campaign and we were at lunch as a staff,” Maria recalls, “and someone said, ‘If you were to open a business right now, what would you do?’ We were just trying to get out of campaign mode for a minute. My idea was to open an arcade with carnival food, which I would never do because I don’t know anything about any of it, but I love Ms. Pac-Man and cotton candy, so it was a good answer. Then a week later, I got the idea for the store and that made sense.” She says that back then, she still felt she had to defend the business model, “not just explain it, but defend it.” Even a short year ago, this movement toward a more sustainable lifestyle had its fair share of skeptics.

People were concerned that she couldn’t possibly compete with stores like Whole Foods, Target and Jewel. “That’s still definitely a concern,” Maria admits, “but the trick is, ask anyone who works there a question about any of it and they won’t know. It goes for any of the big-box stores. It’s not in their business model to train the employees about the products. That’s obviously a big difference.” So this is where “expert” comes into play. Wal-Mart might have an expert greeter at the front door, but when you ask an employee to locate a multi-purpose cleaner with no chlorine or petroleum-based solvents, you’ll get nothing more than a blank stare. Maria, on the other hand, will give you five suggestions, and you’ll probably get one that isn’t a product from her store.

“Owning a business that depends on selling things to people, I struggle with ensuring that I’m not selling consumerism,” Maria says. “So how do I do that? If someone comes in and has a question, I will do my best to help offer solutions. Like if someone asks me about clearing a clogged drain, I’ll ask if they’ve used a plunger before I offer them a product. I just believe that this is the right way to do it.” As far as a business model is concerned, that is probably the last thing anyone would want to do, but that is what sets Green Home Experts apart from the competition. If you walk into her store and she solves your problem for free, your trust is won over instantaneously and she’s got herself a new customer. There is nothing more powerful than that.

Maria comes across more like a friend than a businesswoman. A person might come in with some knowledge of living green, but there’s a good chance the first question she’ll get is, where do I begin? “The two things are listen to your heart and listen to your wallet,” Maria says matter-of-factly. “Those are always my two things. I will ask them what they care about the most. For a lot of people, it’s their kids. So let’s start talking about what you’re using on a daily basis to take care of your kids. What are you using to diaper them? Their bedding? What are you using to clean their clothes with? Everything. Parents are really a big market out here.” The deeper you dig into sustainable alternatives, the sooner you’ll realize that virtually every single object in your home or office could be more earth-friendly. And Maria will admit that it’s not easy for people to take it all in at once, but if she focuses on what they care about most, that passion will eventually lead them from eco-friendly garden fertilizer all the way to no-VOC paint—it goes way beyond CFLs.

“My job is not to change their mind,” Maria says, “it’s to give them information and let them make their own decision. I just tell them what we believe in; that we believe that doing things that are good for the environment are also good for our health. And if I had a choice between one practice that is good for my health and one that isn’t, I know what my choice would be. Once you offer people a choice between this way and the green way—and they understand that there is a green way—it’s usually an easy decision. For those who don’t think it’s an easy decision, that’s fine. I’m not on a soapbox.”

Maria’s business is there to help—plain and simple. And the last thing in the world she wants to do is get on your case about the way you live your life. “I hate being told what to do,” she says with a voracious roar. “If you tell me what to do, I’ll be sure to do the opposite. Don’t harp on me. Don’t nag. Don’t tell me what to do. Don’t judge me. Don’t look down on me.” Right now, people are hearing a lot about this lifestyle, but there are still a lot of questions. There’s no regulation, and really, a lot of people just don’t have the time to figure it out. But when it comes time to inquire, as it inevitably will, Maria says it’s all about meeting them in the middle in a nonjudgmental way and making suggestions.

The simple fact is, consumers who are willing to pay a premium up front for energy-efficient products will see the return on their investment. But it’s a leap of financial faith for others. As Maria explains, “Some of the other things aren’t as tangible, like nontoxic paints. If there’s a history of chemical sensitivity, allergies or asthma in your family, put it together. You’re either going to pay $40 for a gallon of paint or you’re going to pay that in doctor’s bills. You do the math.”

Maria opened her store in the perfect area at the perfect time. The economy began to tumble right around the time she opened her doors, and the fact that it’s still going is a testament to the times—not to mention Maria herself. “I think we’re heading in the right direction,” she says optimistically. “If I didn’t think we were heading in the right direction, I wouldn’t have been able to open this business.” So with the support of the community, the city and Mother Nature, Maria and Green Home Experts might have to become a big-box store in the very near future.

Green Home Experts
www.ghexperts.com
823 S. Oak Park Ave.
Oak Park, IL 60304
(708) 660-1443

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