A new business group is taking shape with an emphasis on assisting businesses that are grappling with being environmentally friendly and economically viable.
The Laguna Beach Green Chamber of Commerce, which will be official by the end of summer, will become the third in the state behind San Francisco and San Diego, said the chamber's newly appointed president and spokesman, Chris Prelitz.
"Our goal is to improve the economic and environmental sustainability of businesses in town, as well as educate and advocate for better green business practices," he said. "In doing so, we'll also increase awareness of Laguna Beach as an eco-tourist destination."
The chamber plans to start by busting myths, and providing tips at seminars and on its website.
Initiated by resident and political activist Mike Soto, the movement has gained supporters, including Kay Metis, Arts Commissioner Nick Hernandez, real estate business owner Audrey Prosser, environmental activist Michael Beanan and green business advocate Steve Bender. They make up the board of directors.