2/26/2016 Spring 2016 About the Author Valuing a Sustainable Planet By Joanne Cleaver 2/26/2016 Spring 2016 Planet Subaru Keeps it Green with a Little Help from Their Friends When Jeff Morrill and his team first launched Planet Subaru in 1998 in the south Boston suburb of Hanover, Morrill realized he could invent a Subaru retail experience that truly reflected his personal values. As it turns out, those values include goats. Valuing Sustainability. And Goats. Plus Dogs. In keeping with the retailer’s sustainable values, Morrill hires a herd of commuter goats (from a local rent-a-goat farm) that arrive several times a year to trim down the vegetation on the retailer’s property. They especially love poison ivy, which is convenient, as humans most decidedly do not. At first, the goats drew honks from passing drivers; now, the goats are a familiar part of the landscape, just like the 374 solar panels that provide much of the retailer’s electricity, and the “greeter team” of three dogs who accompany their owners to work. Valuing Inclusiveness The laudable values of Planet Subaru are also evident in other ways, as the retailer routinely donates on behalf of customers to the state Special Olympics, with contributions topping $100,000 to date. “You can’t fake authenticity,” says Morrill, explaining that the goats, dogs, and solar panels are genuine, not gimmicks. “You have to show your culture in a way people understand, and these things allow us to do that,” he says.