Green marketing begins with a company actually implementing and practicing sustainable business methods. Companies risk being labeled as dishonest if their business practices don't match their green marketing messages, so they must ensure they're practicing what they're preaching. Authenticity is essential in green marketing. Companies generally have three angles of marketing their eco-friendliness: The items used to make their products The actual products The packaging the products are sold in They may choose to highlight how their products are all made from recycled material, how their products are designed to be recycled or reused, their use of biodegradable packaging, or a combination of the three. It's also common to find larger corporations that participate in various programs that aim to increase company-wide recycling, decrease waste disposal, and support community initiatives. Both grocers and restaurants are known for their green marketing. For grocers that advertise organic produce, organic food sales have more than doubled since 2010 as consumers increasingly prefer non-genetically modified foods free of pesticides.3 Restaurants that promote locally sourced meats, produce, and alcohol are thriving. Local sourcing is attractive to consumers as it projects an image of sustainability and willingness to invest in the community.