CHARLESTON, W.Va. -- When innovative businesses try new things, the end result can be an embarrassment. But those businesses must look at new things as opportunities, not setbacks, local business leaders were told Thursday.

Jim Hartzfeld of InterfaceRAISE, a sustainable textile company based in Georgia, spoke to business leaders at the Making the Business Case for Sustainability Conference at the University of Charleston.

"Now is the time to step up and move forward," Hartzfeld said. "We can do better."

Even top executives of huge corporations are becoming more aware of their company's impact on the environment, not necessarily because they care about the environment but because it is a business opportunity, Hartzfeld said.

"Everyone wants a good reputation, so they try to be as green as they can," he said.

Hartzfeld's job as managing director of  InterfaceRAISE is to advise businesses how to develop, plan and execute sustainable practices. He said customers want to know the products they use are not damaging to the environment.

"Sustainability started because of customers," he said. "If you want to make a difference the earth will care about, you have to keep that focus on the customer."

Nelle Chilton, vice president of landscaping company TerraCare, said she attended the conference so she could learn how to make her company more sustainable.

"We are into sustainability because we're growing things," Chilton said of her company. "I have to say I'm a big believer. I'm here to learn."

Since Interface began employing sustainability 15 years ago, they have cut emissions by 44 percent and landfill waste is down 80 percent, Chilton said. The company has saved about $450 million and plans to eliminate its negative environmental impact by 2020. 

Hartzfeld said a company's innovation can help it maintain sustainability.

"If there's anything about sustainability, it's innovating a new way," he said.

Recently, the Federal Trade Commission began cracking down on companies that incorrectly brand their products as all-natural, green or sustainable, especially if those products use bamboo.

Hartzfeld said most companies that use bamboo, a biodegradable alternative to other types of fibers, usually treat it with highly toxic chemicals that are illegal in the United States. They then sell the product as "all-natural" bamboo.

"I've been livid about bamboo for years," Hartzfeld said. He said when he found out the FTC was imposing stricter regulations, he danced around his office because it meant the government was finally taking sustainability seriously.

The daylong conference included speakers from the state Department of Environmental Protection, American Electric Power and other companies.

Chilton, who also is involved with the Charleston Area Alliance in the Community Development Division, said she is encouraged to see Charleston work to become greener.

"All these various things are pulling everything together so we can have a conversation on sustainability," she said. "I plan to be a part of that conversation."

But Hartzfeld said people cannot be forced to go green. He said people have to search out their own ways and figure out how sustainability works for them.

"In every day, every situation, there's a better way," he said. "We've just got to find it."

Reach Whitney Burdette at whitney.burde...@wvgazette.com or 304-348-5100.