By now, most companies have heard the often-repeated advice from industry and environmental experts alike: Being green is not just good for the planet, it'sgood for the bottom line, too.

Here in Florida, our efforts to go green at home and work are just catching up with other parts of the country. Conservation and recycling are fast becoming second nature for many South Floridians, a fact that has not gone unnoticed by local and national advertisers. Today, in fact, the environmental message has become so widespread that for those just beginning down the green path, finding sure footing can be a challenge.

More and more products and services are proclaiming themselves to be environmentally-conscious, and so separating sound strategies from bad advice may seem difficult at first. There are, however, a few important guidelines that can light the way, and expert resources are available to assist as well.

South Florida companies across a range of industry segments are confronted with an increasing amount of green marketing noise. They are being approached by vendors who suggest that their services are more environmentally-friendly than their competitors'. Even office space cleaning companies are offering an environmental pitch. To make sense of the greenscape, business owners and managers should keep the following in mind:

Conservation is key: If you think about it, simply reducing the energy usage of your business is an all around win. Conservation saves resources and money. Cutting back on electricity by decreasing consumption is a first step that is so simple, it almost defies any marketing magic. Turn off lights when they are not in use. Turn up the thermostat to reduce cooling. There are, of course, products that can help, from energy-efficient lighting to programmable thermostats. Finding the right products brings us to our next point.

Be informed: Conducting research is a big part of running a successful business. Companies research their potential customers and their competitors. Making sense of environmental claims is no less important to your balance sheet. Until green marketing is better regulated by the Federal Trade Commission, a task that is already underway, companies should check and double check environmental claims on-line. There are a number of useful, objective resources on the Web, including the Department of Energy's Site, Consumer Reports' Greener Choices page and Co-op America's Responsible Shopper Tool.

Don't forget recycling: Some very complex strategies for calculating and improving your environmental impact are certainly available. For instance, you might calculate the distance that your vendors are shipping products to your door; the further the shipping distance, the more fuel is being consumed. In other words, choosing local vendors can be a good practice, though to be fair, you might need to research where each vendor obtains any raw materials. While these considerations are important, it's critical not to forget the basics, like recycling.

Many businesses in South Florida still don't recycle their office paper, and they have not implemented policies to reduce the overall use of paper. This is a great place to start being green.

For those who want to learn more about how to live and work in a way that helps our planet, and to achieve the ``be informed'' goal, the South Florida Living Green Fair will be bringing a world of insight and experiences to our region. The fair will offer green product demonstrations, discussions by leading experts, fun activities for children and, of course, real food to accompany the food for thought. To learn more about the Living Green Fair, which will take place on Nov. 14 and 15 at the John U. Lloyd Beach State Park in Dania Beach, visit www.livinggreenfair.com.

And when you come, remember to carpool.

David Etzler is the founder of the South Florida Living Green Fair.

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