As an editor, there’s always danger associated with publishing any kind of annual list. It comes down to, ‘How do you keep it fresh?’

Well, our Fabulous 50+1 never disappoints.

It’s rather immune to being stale because it reflects the very change and dynamism that is inherent in global trade. Think about how much our industry has evolved over the past 12 years (since I’ve been contributing to its production), or for that matter, what we’ve seen in the past 12 months, and you may understand why I get excited about the list each year.

Many of the products we’ve included are a reflection of the impact sustainability and technology both are having on global supply chains.

You’ll find aerodynamics on this year’s list. Specifically, one product, the TrailerTail, literally is attached to the back of a trailer to help reduce wind drag and boost fuel efficiency.

ATDynamics, the manufacturer of the TrailerTail, claims it will save 6.6 percent in fuel costs. They’ve already enticed Werner Enterprises to install TrailerTails, along with aerodynamic trailer skirting, on 130 trucks in Werner’s fleet. Approximately one thousand TrailerTails are in use by various trucking firms and 3,500 more are on order.

Another product is the ecoATM, which is a kiosk that recycles consumer electronics, like cell phones that the consumer is ready to discard. The consumer can either get paid on the spot or opt for a store credit, as many of the kiosks are located in an electronics retailer.

Not only is the recycling feature of the ecoATM obviously a good one, it’s clear that there won’t be a lack of consumer electronics in the marketplace that will need to be recycled. Furthermore, as governments try and look for ways to tax either electronics manufactures or consumers for disposing of electronics, the ecoATM is a creative solution that could find an expanded use in the future.

I learned about the ecoATM and other truly creative products at the Fortune: Green conference last April, which is also where I heard Fisk Johnson, CEO of SC Johnson, talk about his company’s efforts to ‘go green.’

He talked about developing a Windex concentrate that consumers could mix with water at home to get the equivalent of a 32-ounce bottle of Windex. Despite the reduction of packaging, more efficient shipping, and even a slightly cheaper cost for the consumers, Americans frankly weren’t keen on the idea of taking time to mix the solution themselves.

That’s why American Consumers’ Behavior made the list this year too. In other words, all the environmentally friendly products and green innovations in the world aren’t going to amount to much if consumers don’t make some fundamental changes along the way.

Businesses talk about the culture change that’s necessary to implement sustainability. The same is required on the home front.

Now that would be fabulous.

Enjoy the read.



Lara L. Sowinski, Editor

laras@worldtradewt100.com