Two days ago, "Honest Ed" Mirvish died. His store is close to our office and our family has shopped at Honest Ed's ever since I can remember. And because of an event a number of years ago, we became the beneficiaries of his trust and credibility and for that, we will always be grateful.

In March 2003, I wrote an article for our local community paper about a meeting I had with him ... and, in honour of his magic and contribution to our efforts, I thought it would be appropriate to "reprint" it here.

Promoting green awareness
Sell people the idea, says Ed Mirvish

"The things that I am dealing in are immediate; people use them right now so it's much easier to sell. But you are selling an idea. You are selling people the future."

And so it began. A conversation with a neighbour, a recipient of the C.B.E. (Commander of the Order of the British Empire), an hour with a modest man, time well-spent with the legendary Ed Mirvish.

Our paths crossed a few years ago when he allowed us (The Composting Council of Canada) to collect the flowers around his theatre that were left in memory of a special princess.

We were able to take them to be composted rather than have them needlessly thrown away.

We got together again the following spring and planted a tree at Allan Gardens using the finished compost to prepare the soil for planting.

At that event, he encouraged everyone to compost, saying "To get something from nothing, now that's a bargain."

It was a clever phrase that struck a chord for a cause that we were (and still are) passionately involved in.

I've thought of that moment many times since and marvelled at his marketing talents. What a gift it would be if they could be used to make everyone more environmentally respectful and action-oriented.

And so, when the opportunity came to write this column, I called to see if we could meet again and chat about how, if he were selling care for the environment as a product, he would turn it into something that everyone would want to buy.

"It is easier to sell bread today when someone is hungry than to sell an idea to people," he started off. "You have quite a job ahead of you but somebody has to do it and it is important that it be done. But it's much more difficult to sell. People don't look into the distance; they only see today, the immediate, and that is the difficult part."

Mirvish explained the difficulty, but importance, of investing "in the future. But people do it all the time -- they buy insurance. So I think that the thing is to get the message across and to get everyone involved."

"If you do your part, the public does theirs," he continued. "The public responds if you have something that interests them."

....Mirvish boosted my hope that we can individually and collectively make a difference.

"You can't force things on people," he said. "But if it makes sense and it is rewarding for them, they will respond."

Mirvish noted, "The world has changed. Where people used to be very concerned about saving money, they are not that particular today. Now, I think that people are more interested in saving their time. It is everyone's most valuable possession."

And so, we have to make caring for the environment rewarding and fun. It can't be the "Recycle or Die" message that will make all of us want to do something.

Rather, the focus has to be on providing ways to do something positive for the environment and for ourselves.

Providing opportunities that make all of us feel good about our actions and our contribution to a greener world.

One step at a time. One action that, once conquered and incorporated into our day's routine, will lead to us wanting to do more.

For instance, starting with the recycling of certain materials and then adding more to the bin. And then, starting to turn out the lights when you are not in the room. Or not running the tap when you are brushing your teeth.

Little things. Baby steps. But all meaningful. And all that capture the power of one and make a big impact when multiplied by many.

Mirvish started off with a litte storefront and turned it into a huge empire of fun, bargains and entertainment.

We can do the same for the good of the environment. One person and one household at a time. One positive environmental action after another.

For us. For our future. And for others that will follow.

Written for The Annex Gleaner, March 2003