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Izzit Green, innit?
User-generated review website keeps friendly, furry
By SCOTT SAYARE
del.ico.us
reddit!
Step off, Big Papi—there's a new Green Monster in town. More specifically, a green-furred Sasquatch named Izzit. He's spokesmonster and mascot for IzzitGreen, a sharp, Boston-based, eco-minded website launched late May.
"So much of green is grim," says Peter Hughes, the site's founder. Hughes sees most green media as "inward focused," preaching the gospel of green and instructing guilt-ridden consumers in the ways of eco-morality. That's not what IzzitGreen's about.
The site lets users review local businesses on the basis of quality and green-ness, tearing the eco-movement out of the hands of the vegan, hemp-wearing, greener-than-thou high priests and giving it back to everyday folks who utilize these places.
"Just like peanut butter and jelly or Pinky and The Brain, 'good' and 'green' are fine on their own," reads the site. "But when they get together ... that's when greatness happens."
Users can tell local businesses, "'I like what you do, and I'd love it even more if ...' That's what it's all about," says Hughes. "We very much believe in the wisdom of crowds."
Izzit, who looks a bit like a cross between Muzzy and a kinder-hearted Fred Flintstone, is heading up what Hughes hopes will become a user-driven, less intimidating, more empowering wing of the green movement.
Beyond user reviews, IzzitGreen also boasts an extensive array of enviro-news coverage, green-living columns and consumer guides.
The site plans to expand internationally, but for the moment, it's all about Boston. Which means it's all about you. Step up to the plate.
