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Dirt Rag Articles
Sustainability Series: Vol. #1
by Ryan Atkinson
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In Dirt Rag #134 I wrote an article about the environmental and systemic problems associated with corn ethanol. I got emails from several readers about the article. Everyone was cool, but it was interesting to read the variety of opinions regarding this topic within our little subset of the world. Some people were stoked to see their feelings about the subject printed in their favorite magazine. Other readers disagreed with me on the facts and on the tone of the article.

No matter where you fall on this issue, I hope you accept that there are some really important issues facing the world today. I want to play a part in helping explore these issues and encourage open discussion in order to merge perspectives and ideas into a solution.

I want to keep the discussion of sustainability relevant in the lives of Dirt Rag readers. For me, issues of sustainability and the role of corporations in our society are very important. I'm going to try to be reasonable in my articles, but I will advocate my own perspective.

In my article on corn ethanol I presented my views on the role of business and government in the shaping of policy, and highlighted the environmental hazards associated with the issue. I expressed that major agribusiness companies push the ethanol issue in government, because it keeps demand high for their products and therefore generates soaring profits. I referred to the automotive industry's desire to find new fuels to help them extract a maximum return from their long-term investment in the internal combustion engine. I believe that the oil industry also benefits from keeping the world addicted to oil because high demand and dwindling supplies opens the door for higher oil prices and expanded exploration.

Each month I will bring topics to the web for cyclists to consider. I'll provide links to help you learn more about the issues. Expect perspectives and information from sources other than the mainstream media. Or sometimes I'll target the hot-button overhyped corporate media issue of the day and try to reveal the underlying systemic problems that I see. I will be biased, and I won't hide that. I won't try to sway your opinion, but rather engage you in the search for understanding.

I am convinced that we need to share our ideas on issues of the environment and society. I'm also dedicated in my own life to take personal ownership of my behaviors. I try to live a balanced and sustainable life. What that means for me today is that with each choice in life I try to consider sustainability as a primary factor in my decision making process. I may not be perfect, but I'm learning how to change my lifestyle and help benefit my community.

I look forward to sharing more. Until next month, try reading this book (How to Live Well Without Owning a Car). I'm half way through it right now and am already planning on selling one of my two cars. Little changes can make the world a better place and save lot of money.


Ryan Atkinson started riding his bike to work when he was 15. In order to keep himself well-supplied with essentials, he soon got a job working at the local bike shop. He ended up spending nearly 10 years working in bicycle retail, working for shops in Nebraska and New Mexico. He graduated to an industry job when he moved to Wisconsin to work for Trek. He spent five years with that company, most of that time he was the marketing guy for Gary Fisher bikes and Bontrager components.

During the course of his work he got to know the Dirt Rag crew pretty darn well. He took several trips out to PA, and still considers State College one of his favorite places to ride mountain bikes. With Fisher, he was a driving force in the industry for developing a market for Two-Niner bikes. He worked closely with Gary himself, advocating for the technology to the UCI and helping riders and retailers understand the benefits of bigger wheels.

He eventually left the comfort of his plush industry job and wandered into the real world to start his own business. He launched Harvest Design & Marketing in 2007. Harvest is a small agency dedicated to bringing sustainable marketing solutions to conventional businesses.

Ryan is a regular contributor to cycling and environmental publications on the topic of bikes and sustainability. He is still active in cycling and the bicycle industry, advocating improved access to quality bikes and better conditions for riding. He currently lives in Omaha, NE and rides every day. His bike preferences always lean towards simplicity and functionality. Currently he is pretty wrapped up in riding his fixed gear road bike over every square inch of Omaha.

Learn more about Ryan at www.harvestomaha.com.




Comment from John on 2009-04-07
Ryan You are spot on re/need for people like us to discuss these issues and think about our various akes on subjects that mean so much to our future as well as to the type of values we hold in our culture. My take on the ethanol in a nut shell is NO!! Let's don't burn our food in those dang led sleds, NO! Think about it! There, I feel better already. )) Thanks for that. JP
Comment from woehx on 2008-06-24
Comprehensive Work, I liked It, Thanks,
Comment from Dave on 2008-05-13
I couldn't agree with you more, Ryan. I enjoyed your article and look forward to continued dialogue regarding sustainable practices - corporate, personal, or otherwise. Keep up the great work!
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