Entrepreneur Mark Samuels of Nimbus Eco shares his thoughts on how restaurants and other commercial foodservice operators can serve their customers responsibly.

Mistake Number One: Not Going Full Monty
Don't "half arse" it. Go totally tree-free by switching to products that use 100 percent sustainable materials such as bamboo, sugarcane, or a by-product of sugarcane production called bagasse.

Mistake Number Two: Not Reading Between the Lines
Be sure any green product you are looking at is free of dyes, inks and fragrances and that it is whitened using environmentally safe processes.

Mistake Number Three: Not Doing Your Homework
Never settle for the first green product line you find. Compare several products and learn about the companies behind them and their philosophy and practices.

Mistake Number Four: Not Thinking about Your Guests
Put your customer's comfort first. Key product attributes should include quality and performance, not just bulk pricing — even for commodity items such as toilet tissue.