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Mar 18, 2005

"When the well runs dry, we know the worth of water." --Benjamin Franklin

Green Guitar

Gibson Guitar Corp., the iconic guitar maker, has worked since the late 1980s to make its wood supply environmentally sustainable. Yet unlike Starbucks, The Body Shop, and other businesses that eagerly brandish their green bona fides, Gibson CEO Henry Juszkiewicz doesn't much care to flaunt his environmental cred (the guy drives a Hummer, after all). What matters to him is ensuring that Gibson has enough exotic wood, mostly mahogany, to keep making guitars for generations.