Know your supply chain--real-world example of effort

FRONT PAGE: "From Hoof to Plate, a New Bid to Cut Emissions: Focus on Efficiency as the Number of Meat Eaters Increases," by Elisabeth Rosenthal, New York Times, 4 December 2008.

This is moving in the direction of Amory Lovins' "natural capitalism" notion: incorporating the costs of natural capital into your economic transactions.

I use both this and Lovins' Oil Endgame stuff in Great Powers. I've known Amory for years now, and have a huge respect for his work.