Massimo LoBuglio

Cupcakes and conservation—why do the two works together so well?

If we can use cupcakes to spark dialogue, it extends the message into the public eye. So far our little experiment has worked out really well. Cupcakes are like magnets.

Why do think cupcakes make people so happy?

It's as if you're a kid again, in love for the very first time. It's the romance, the pleasure of knowing it's all yours, not meant for anyone else, only yours to love and adore.

You recently became the world's first carbon-neutral cupcake bakery, how did that come about?

To become carbon neutral, we first calculated our bakeshop's carbon emissions. Then, we began implementing measures to reduce as much carbon as possible. We installed CFL lights, light dimmers, motion sensors, Energy Star appliances, and Low E window panes to reduce our energy use. The bakeshop uses reusable mugs to replace the need to give out disposable cups. The store also runs on wind power. The link between environmental progress and economic development is very clear. Greening is not some pricey experiment. Compared to standard practices, the bakeshop saves approximately $21,000 per year from energy and waste reduction.

How else is your bakery green?

All around the bakeshop, visual messages remind people about what's at stake. For instance, a chalkboard display by the cash register at Little Cupcake uses fancy colors and artful text to describe how green power works. Cupcakes iced as globes present teachable moments. Corn-based utensils and eco-friendly containers are subtle but tangible green gestures. In 2008, we will launch an educational greening manual that creatively presents solutions for the home and work place.

Have you ever considered using organic ingredients?

Yes, most of our ingredients are locally sourced and organic.

How have your customers reacted to your green practices?

We'd love to open up new bakeries in swing states. To anyone who continues to hold on to the belief that green is a political issue; visit the bakeshop in Bay Ridge, Brooklyn. Despite the fact that it's a tradition-bound, politically conservative community, the response to our green practices has been overwhelmingly positive. Most people get it. Climate change, air pollution, environmental degradation, etc. are moral issues. Kids are especially excited about it.

You have an outreach program called the Little Cupcake Initiative. Can you tell us about it?

It's a volunteer-driven program made up of green advocates and employees. Our mission is to educate the public and other businesses about greening. In the spring of 2008, we are launching Frosting Global Warming: Little Cupcake Initiative's Guide to Greening. It uses the latest messaging methods to teach people how to be green at home and at the work place. It will be featured online at www.frostinglobalwarming.com.

Speaking of frosting, what's the key to making a really delicious one?

A little of this, and a little of that, whisk it, beat it, till cool and fluffy, just enough for a day's worth … never refrigerate!

What does green mean to you?

Green is a mind set. It's examining your day-to-day through the 'how-can-I-do-it-better' goggles. It's breaking away from the shackles of outdated customs and moving towards and evolving into something better.

What's the most recent green habit you've adopted in your personal life?

I carbon neutralized my car. It's a small coupe and even though the emissions from gas consumption is relatively low, driving 7,500 miles a year has a big impact. I can't live without a car and don't have plans to purchase a new one, so offsetting the emissions was the next best option.

What is your eco-sin?

Smoking cigarettes. I smoke two packs a week, but now that I am playing hockey again, I plan to cut down significantly.

What's more important—being green or making great cupcakes?

The most important thing is a pure, delicious and simple message in the form of a cupcake.

What exactly does carbon neutrality mean?

Carbon is the main culprit contributing to global warming. Carbon emissions result from, among other things, burning fossil fuels. Stopping carbon dead in its tracks is key to preventing the impending climate crisis. The concept of carbon neutrality is very simple: Reduce the carbon emissions that you can, and offset the remaining emissions by supporting carbon capture or reduction projects. For whatever carbon emissions that my bakeshop is unable to reduce through energy conservation and efficiency, we offset the rest. Offsetting helps to build and maintain projects that soak or prevent carbon from entering the atmosphere. Supporting the development of tree farms to absorb carbon or wind turbines that replace our need for dirty energy like oil and coal are some ways to reduce emissions. We invest an amount that represents our usage of carbon, neutralizing our impact.

Using fresh, local ingredients is probably as good for your cupcakes as it is for the environment, but where do you draw the line? Is there a point where going too green would get in the way of making great cupcakes?

No green effort is perfect, so our team is continuously striving to do more. People visit the bakeshop for an experience. It's vital for any business to marry the highest standards of green with their preexisting emphasis on aesthetics and style. Little Cupcake has been called the "Bergdorf Goodman of cupcake shops" by one publication. Would people visit and support the bakeshop if countertops were made out of old rubber tires? Probably not. We would get tagged as band of radical nuts who hover on the fringe. If that happened, the shop and this project wouldn't survive.

You're known for your signature global cupcakes. Where do the proceeds from those cupcakes go?

Right now we are supporting SustainUS, a youth-run nonprofit organization dedicated to sustainable development. The proceeds will help young people advocate for sustainability at high level United Nations meetings like the General Assembly, the Commission on Sustainable Development, and the UN Climate Negotiations.

What's the best-seller at the bakery?

Love. The goal is to make people smile and warm their hearts.

What's your personal favorite?

Luscious Lemon cupcake with lemon butter cream … I like lemon.