Trendsetter

Heather Stephenson and Jennifer Boulden, cofounders, Ideal Bite

A pair of businesswomen who enjoy the finer things in life might seem like unlikely eco-gurus, but the cofounders of the Web site Ideal Bite have a formula that works: being "light" green and proud of it. The duo's confessional blog chronicles how their day-to-day choices affect their social lives, shopping trips, and eating habits, while their daily e-mail tips offer practical advice on everything from makeup to mutual funds.

Q: Why do you write about your misadventures in green living?

A: We're not perfect--nobody is--so no matter how eco-egregious you are, we won't shake our fingers at you.

Q: What types of tips get the most response?

A: We've gotten flak for recommending humane veal and "conflict-free" diamonds. But we're not writing for people who have already decided not to buy diamonds or eat meat.

Q: Where did you get the name Ideal Bite?

A: From the idea of an apple a day. If you don't want to eat the whole big green apple, just take a bite! Small changes, when done en masse and over time, add up to big results.

(Photo by Jennifer Nash)