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Sam Pierce

MSI Integrated Solutions

Sam Pierce brings his background in both engineering and architecture and 20 years of professional experience to his clients at MSI Integrated Solutions. His responsibilities include project management, engineering analysis, data collection, technical support and report writing. He is Senior Engineer for the Climate Protection Campaign, where he provides GHG Emission Reduction Action Plan analysis to municipal clients. He recently played a central role in the development of Green House Gas Reduction plans for the City of Sebastopol and the County of Sonoma. Policy makers adopted both plans.

Mr. Pierce currently is serving as the Mayor of the City of Sebastopol.

Joey Shepp

President, Urth TV

Joey Shepp is founder of, a website design, development, and hosting company with a mission of building a global network of sustainable businesses. He currently serves as the President of Urth.TV, a social media network for the global citizen. Shepp is also co-founder of, a responsible shopping portal. His professional consulting work in business, marketing and technology has included major players in the sustainable economy movement, including: Global Exchange, Coop America, Green Festivals, Fantastic Foods, Julia Butterfly Hill, GreenMBA, WholeLife,,, and more.

Christopher Peck

Natural Investment Services

Christopher has many years experience with natural investing, beginning as an investor in Working Assets mutual funds in 1987. In 1998 he began his own firm, Holistic Solutions, teaching classes in holistic financial planning and advising clients on sustainable personal finance. Christopher taught finance in the Green MBA program at New College in Santa Rosa, and co-teaches a business planning class called Sustainable Local Enterprises. He holds the Accredited Asset Management Specialist designation from the College of Financial Planning. Christopher is one of three owners of Natural Investment Services.

David Oldfield

The Midway Center for Creative Imagination

Under David Oldfield’s guidance since its founding in 1980, The Center for Creative Imagination has become internationally recognized for its contribution to our understanding and use of imagination, myth, ritual, and creativity in our personal, professional, and organizational lives. Oldfield works extensively in corporations that are undergoing dramatic reorganization and wish to engage these challenges in a creative manner. He has designed a variety of tools for corporations to engage their workforce in the ways of personal, professional, and organizational transformation. Oldfield is the author of several books that guide people through the natural thresholds of the human life cycle.

Terry Taylor

Global Genesis

Terry Taylor is Founder and Principal of Global Genesis, an organizational development consulting firm providing services to a worldwide client base of for-profit, not-for-profit, multinational and Fortune 500 companies and organizations. He is a seasoned consultant with expertise in the areas of organizational change and development, executive coaching, negotiations training and consultation, strategic planning, team facilitation, conflict mediation/resolution and sustainable business management.

Chris Mann

Chairman of the Gourd/CEO
Guayakí Sustainable Rainforest Products

Sebastopol-based Guayaki imports an energizing rainforest beverage called yerba mate throughout the US at stores like Whole Foods, Wild Oats and Trader Joe’s. Through the sale of its products, Guayakí sustains and restores 20,000 acres of Rainforest, supports various cooperatives and Indigenous communities and demonstrates that money does grow on trees. Mann earned a degree in economics at Harvard University and worked with the Bank of New York, which led to dissatisfaction with modern corporations and a journey of self-discovery.

J. David Erickson

Climate Protection Campaign

David Erickson has been working with Climate Protection Campaign since 2004 and has helped with the achievement of several national precedents in the commitment of Sonoma County local governments to reducing GHG emissions. He is acting Director of the Cool Business Alliance and Team Lead for the Technical and Scientific consultant group for the Community Climate Action Plan. He has worked on a variety of energy efficiency projects for municipal wastewater treatment plants, and helped deliver energy efficiency services to local governments. Prior to working on climate change, he held a variety of software engineering design and consulting positions in high tech startups and other companies.

Gil Friend

Natural Logic, Inc.

Gil Friend is a systems ecologist and business strategist with 35 years experience in business, communications and environmental innovation. He is founder, president & CEO of Natural Logic Inc, which provides advisory services in strategy, design, operations and information systems to help clients build economic advantage through exceptional environmental performance. He developed and has delivered the Measuring What Matters sustainability indicators workshop to companies in a variety of industries, including high technology, food processing, and energy utilities. Friend is a founding board member of the Sustainable Business Alliance, the California Sustainable Business Council, and the Institute for Global Communications, and was Co-founder and Co-Director of the Institute for Local Self-Reliance.

Bradley E. Baker

President CEO
Sonoma Mountain Village

Stepson of Hugh Codding, Brad is dedicated to carrying out the original entrepreneurial spirit and vision of Codding Enterprises. Today that vision includes leadership in earth-friendly planning and construction. Brad is also co-founder and Chairman of American Biodiesel, an alternative fuels company.

Pat Wiggins

Assemblymember Pat Wiggins (Ret.) began her political career in local government, as a member of the Santa Rosa City Council. She then became the Assemblymember for the 7th District (Napa, Solano and Sonoma counties) until she was forced out of office by term limits in December of 2004. During her time in the legislature, she served as Chair of the Local Government and Banking Committees. She is currently a candidate for the 2nd Senate District (North Coast) in 2006.

In 2000, Assemblywoman Wiggins founded the Legislature’s Smart Growth Caucus, which grew to include 47 of the legislature’s 120 members over the next few years. She is the author of AB 857 (statutes of 2002), the most comprehensive state land use planning legislation in thirty years. AB 857 established California’s spending priorities for future growth to help prevent sprawl, and to promote compact development and greater social equity. She is also the author of legislation to facilitate farmworker housing, to promote mixed-use development, and to increase funding for agricultural protection. Other legislative initiatives included:

* AB 2878 (2001), which would have required cities to swap a portion of their sales tax revenue with counties for a portion of the counties’ property tax revenue

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