The Prince of LOHAS Profits

Written by Brian Hicks
Posted November 9, 2005

I've never been one for following the shenanigans of the British royal family. Kings, queens, princes and scandals -it's all pretty much fluff to me.

Though I have to say, it didn't take long for this royal skeptic to reexamine his position when Princess Diana's widower prefaced his trip to the U.S. with an interview on 60 Minutes.

Turns out, the privileged Prince of Wales has an agenda that I…and about 63 million others agree with.

Chuck loves LOHAS!!!

And his recent trip to the U.S. will soon prove to be one of the most influential celebrity endorsements the organic food and sustainable building market has ever seen.

You see, Chuck isn't only a prince…he's a green entrepreneur, peddling his own line of organic food and sustainable building with more passion than one would expect a royal to muster up for anything beyond polo and a privy purse.

And his global influence could be worth billions to LOHAS

The going rate for popularity

Back in 1998, Fortune magazine (with the assistance of MIT economist, Jerry Hausman and Gregory Leonard of the Cambridge Economics consulting firm) calculated Michael Jordan's impact on the economy…in regards to businesses directly influenced by his name; shoe and apparel sales, high television ratings, videos, cologne, etc.

Fortune editor, Roy Johnson wrote in the June 22 issue that the magazine's estimate was more than $10 billion!

There's no doubt that celebrity endorsements is big business.

Companies, politicians and non-profits spend billions every year to land the most famous actors, musicians and athletes to promote their products, candidates and causes.

Just Nike alone inked endorsement deals worth a total of $1.7 billion in 2004!!!

$90 million for LeBron James, $40 million for Serena Williams…the list goes on and on.

Of course, you'd be hard-pressed to find an actor, musician or athlete with the collective global impact that the British royal family has.

When the Queen Mum died at the ripe old age of 101, more than one million people lined the streets from Westminster Abbey to Windsor Castle.

And when Princess Diana was tragically killed, as many as 2 billion people worldwide were expected to watch her funeral service.

A royal celebrity endorsement

This past week, the organic food and sustainable building industry got a huge PR boost. And organic food retailers, organic farmers, solar companies, and sustainable building contractors couldn't be happier.

From the moment Prince Charles launched his U.S. visit with his 60 Minutes interview, his views on organic farming and sustainable building saturated the U.S. media.

In fact, here in Baltimore I watched four separate news stories on four different channels, about Prince Charles' connection to organic food and sustainable building.

And I can assure you...stories about organic food and sustainable building don't come around too often in Charm City. Unless I'm writing them.

While celebrities have endorsed LOHAS lifestyles in the past - especially in Hollywood, analysts believe that Prince Charles' impact will prove to be the most influential.

And it couldn't come at a better time.

The solar industry is booming right now - thanks in part to the increasing demand for sustainable building. BP Solar, Kyocera, Evergreen Solar - they're going gangbusters!

In fact, just last Friday, after posting record third quarter results and announcing a $70 million photovoltaic contract with PowerLight Corp., Evergreen Solar (ESLR:Nasdaq) shot up more than 16 percent.

Within only a year's time, investors in Evergreen have realized gains of nearly 300 percent!!!

But it's not just solar either. Geothermal, hybrid, Bio-mass - these markets are poised for massive growth in 2006.

Actually, even sooner if you consider the impact this coming winter is going to have when heating bills in the U.S. double.

And the organic and natural food retail markets are delivering too - big time!

My Canadian organic food retailer hasn't stopped yet.

In fact, just last week, like clockwork, it announced record sales - again!

Some Green Chip subscribers are up as much as 245 % since the beginning of the year!!!

The LOHAS movement - and more importantly, its profit potential has never been more validated.

And Prince Charles' endorsement and economic support of the organic food and sustainable building movement just added even more fuel to the LOHAS fire.

If you're unfamiliar with the LOHAS market (Lifestyles of Health and Sustainability) - a market worth 226.8 billion, visit now.

Until next time,

Jeff Siegel

Editor, Green Chip Stocks

P.S. The alternative and renewable energy market just got 2 shots of steroids this week.

First, China announced it was planning to spend $180 billion over the next 15 years on renewable energy.

Zhang Guobao, vice minister of the National Development and Reform Commission, revealed the plan at an international conference on renewable energy in Beijing, Xinhua news agency reported on Monday.

"Renewable energy, including solar, wind power and hydropower, will contribute to better energy security in China," said Zhang.

This is a major point. The Chinese aren't investing in renewable energy simply because they're concerned about the environment. They see renewable energy as a form of national security.

And then the other big news came out over the weekend:

"Global investment in renewable energy hit a record $30 billion last year, accounting for 20-25 percent of all investment in the power industry, and with solar power the fastest-growing energy technology, a Worldwatch Institute report released on Sunday said."

A month ago I recommended shares of an $8.50 solar energy stock. Last week, the company announced a $70 million order which effectively doubled its annual business. The stock rallied above $11 a share on massive volume, for a gain of nearly 30%!

I just found another solar energy stock trading for $0.35 a share. Join my Green Chip Stocks to get in on the next blockbuster alternative energy stock: [here]

Or to learn more about my investment philosophy, visit: []