In 2006, veteran New York event producers Aaron Levinthal and Chris Wangro wanted to make a major change in how they "greened" their events. They believed the best way to accomplish this was to make the move to high-ratio BioFuel generators. There was one problem; none were available. Undaunted, they developed the gear themselves. They launched GreeNow, an eco-friendly event rental firm dedicated to providing "state-of-the-art environmentally responsible production gear" to live and broadcast producers like themselves.

Their missions seems well on the way. The company has supplied generators for high visibility events such as the New York City Marathon and the Pope's visit to New York City.

GreeNow helps its clients lessen their impact on the environment through the use of biodiesel fuel and recycling efforts. GreeNow powers its generators, lights and fork lifts with B99 - a blend of 99 percent biodiesel and 1 percent petroleum diesel, and they say they are the only firm east of the Rockies doing so.

"We've had great success with biodiesel and have opened a lot of minds to this cleaner domestic option," Levinthal said. "We started with a B5 blend and have worked our way up to B99 where we plan to stay year-round. We believe that by making this gear available we can set a new standards for the entire events industry."

For more information, visit the GreeNow website.

Spring 2010