Was in Harris Teeter last night looking for sugar & noticed Domino has gone carbon-neutral with CarbonFund.org:
Going carbon-neutral definitely gets filed under genuinely green - other than switching to 100% renewable energy, I can't think of much that'd be higher on the green list.
And this seems like a great example of an opportunity to use a legit environmental effort to differentiate your product in a category where brand loyalty probably isn't very high. I mean, if Skippy peanut butter goes carbon-neutral & you're a Jif man, you might not want to give up the taste that reminds you of mom's kitchen. But I can't imagine anyone being like, "Screw you, Domino! I'll never leave Dixie Sugar! Do you hear me, Domino? Never!"