Veggies-in-my-TeethAbout me

My name is John Martinson. I am Co-Founder, Co-Chairman & Chief Sustainability Officer of the China Mist Iced Tea Company in Scottsdale, Arizona. Beginning in January, 2015, I am also a student at Arizona State University’s School of Sustainability in its Executive Master of Sustainability Leadership program.

The eco philosophy that most resonates with me is what William Aiken describes as ecocompatibilism—man as part of nature, not master of it. I recognize that the biosphere has intrinsic value in its own right and that it is unfortunate that humans disrupt and destabilize nature’s harmony, thus making it our moral imperative to minimize this disruption. Aiken notes that in this worldview, only, “actions which promote attunement, cooperation, harmony, and integration are right,” that, “harmoniously living in cooperation with nature and promoting nature’s goals will best serve the needs of human beings.”

My wife and I make reasoned lifestyle changes to further our family’s sustainability goals—reduce greenhouse gasses, lessen the waste stream, and protect the biosphere Our family scholarship fund, the Martinson Sustainability Solutions Research Grant Program offers funding for ASU sustainability student-proposed research, as well as applied projects designed to support and advance sustainability.

Here are 3 posts on China Mist’s website that explain my Sustainability Journey:

My Sustainability Story, Part 1

My Sustainability Story, Part 2

My Sustainability Story, Part 3

My Blog

It is the stark beauty, tranquility, and wildlife of desert canyons that inspire me. Ecocanyon is my effort to live more sustainably to preserve the earth for future generations.

My goal with this blog is to discuss how the lifestyle changes we adopt are evaluated and executed from the human side. Though we might want to reduce our ecological footprints, for change to be sustainable, it must make sense for our family, for our lifestyle, and for our budget. I hope to make a difference by demonstrating our thinking and reporting back on the impact of our decisions. Please feel free to make comments. I will endeavor to engage in the conversation.

Sustainability is not about saving the planet; sustainability is about saving the humans. The planet will do just fine without us.


William Aiken, “Ethical Issues in Agriculture,” (New York, Random House, 1984), p.270-271

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