Imagine my surprise when I learned Gusto Grilled Organics, the first green- and organic-certified restaurant, had opened its doors nearly two weeks ago in New York. I was shocked because I hadn’t heard one peep about it from my extensive list of blogs and email newsletters that cover foodie destinations, green innovation, city culture, and trendwatching. In fact, I only found out about the new eco-friendly organic eatery because a Google Alert brought this to my attention.

After surprise, came curiosity. I had to check Gusto out. Unfortunately, satisfying my curiosity only led to unsatisfying disappointment.

I was definitely excited about a restaurant boasting 100 percent organic cuisine, environmentally friendly packaging, green certified cleaning products and processes, and a sustainable space using recycled barn-wood furniture and efficient LED lighting. My enthusiasm remained high as I walked through the door and encountered a waste container with separate compartments for food composting and paper/plastic/glass recycling. I became more elated as I perused the menu made with 100% recycled paper and soy ink. I also devoured the companion piece detailing the reasons to consume “organics” and listing the green virtues of the restaurant. Things were looking good.

It was downhill from there. It must have been an awkward time of day; no server clarified whether we should expect counter or table service and patrons appeared to be enjoying both within the same dining area. The owner chastised me for taking photos (which startled me since my friends take food porn shots all the time) and refused to engage in friendly conversation about the restaurant. And though my intentions did not include reviewing the food, I found the oregano-heavy Fugazzetta & Champignons pizza tasty and the Capresse empanada far less inspiring. While I was happy to see yerba mate on the menu and bottles in the takeout fridge, the Mate Latte should have been called “Mate and Latte” since the tea arrived separately from the foamed milk.

Granted, I was so ecstatic about the eco-eatery’s concept, I was completely willing to forgive and forget my negative impressions of the two most important parts of a restaurant experience: food and service. After all, I expect a new restaurant to have some kinks. What I didn’t expect was to find a $4.99 bottle of Windex sitting beneath the restroom’s trough sink. For a restaurant that claims its “cleaning products and processes are green certified and biorenewable,” it makes me question what other Windex-like dirt is being swept under a questionably organic rug.

My criticisms aside, I do appreciate Gusto’s efforts and look forward to emulators of the concept with more, well, gusto.

Some blended value news picks of the week:

Green may be the latest shade of Apple, but green isn’t gold for MBAs, a new study finds. Speaking of Apple, after my recent (and virginal) trip to San Francisco, I could definitely see how San Fran had been leading the way to sustainability, but it’s nice to know New York is getting credit too.

On a triple bottom lined note, academics have named a new approach to sustainable business called S²AVE (Shareholder and Social Added Value with Environmental Restoration, emphasizing the importance of incorporating a triple bottom line into a company’s strategy, rather than tangential activities. And for those concerned with their own personal triple bottom lines, there are more socially responsible investment (SRI) mutual funds and products than ever.

Drawing on cause marketing tactics, MSN launched a new portal WhatOnEarthIsGoingOn, tapping into MSN’s existing user base to create an online community where members can learn about and act upon social issues, and receive targeted information from “like-minded brands.” While some cause marketing effort is directed at helping consumers connect to brands, another social marketing site has been created to help consumers evaluate marketer’s eco-friendly claims.

After much anticipation, I finally feasted at Back Forty. While I won’t be providing a review of this Greenmarket-inspired spot, I did want to point out something my beer-lovin’ taste buds had apparently been missing. Literally standing out from the rest of the beers on tap was an extra special beer…um, I mean, Extra Special Bitter…from Blue Point. I asked the bartender why this beer stood alone, and he explained it was a cask ale, meaning it was unpasteurized and “live.” A sucker for new experiences, I ordered one up and was rewarded with full-bodied flavor and a pleasant mouthfeel.

Since that transformative pint a few days ago, I cannot get cask ales out of my mind. I began thinking about the benefits of other unpasteurized products like the probiotic nature of yogurt and wondered if beer could have similar benefits. Some quick Google research yielded that drinking beer like this could actually save the world. In fact, CAMRA, the UK-based Campaign for Real Ale claims just that. CAMRA’s Chief Executive states on their website:

We’re all becoming more environmentally conscious and drinking a local real ale in a pub is one way of making a small but significant contribution to save the World and promote local economies in a food and drink market dominated by global companies. Draught real ale means no wasted beer cans or bottles and if you choose a locally brewed beer, you’ll help reduce unnecessary beer miles.

The article further describes the social and environmental returns as mentioned above, a few of which I highlight here:

• local economy-based job creation,
• reduced carbon footprint due to fewer “beer miles,”
• reduced packaging waste resulting from reusable casks (which last up to 20 years!)
• reduced energy usage since the beer is not served at unnatural “superchilled” temperatures and require no electricity for handpulled serving

According to Chris O’Brien, self-proclaimed beer activist and author of Fermenting Revolution: How to Drink Beer and Save the World, these benefits fall under a sustainability model called “bioregionalism.” I haven’t read the book, but his article in The Guardian gives a nice overview of how microbreweries are leading the way in locally-driven sustainable business. If you want to break it down further, I would say it’s about “Drink Local, Act Global.”

And on that note, I think I will join the festivities of Blue Point’s upcoming Cask Ale Festival (see my Good Events calendar in the sidebar for more info on this January event). Who knows? I may be inspired to craft a few brews of my own…

Saving the world never tasted so good.