Over the last few years I’ve heard a lot of talk in the environmental and social entrepreneurship communities about the importance of ‚Äòscalability’ in social ventures. Simply put, scalability is basically the ability for a system to expand. It’s one of the key indicators for grant or investor funding…but it often clashes with “green” values. For example, the last few years have seen the vast majority of typical “green” products offered primarily in niche markets – co-ops, natural food stores, smaller chains and, of course Whole Foods Market. Now most supermarkets have at least a small organic offering (an aisle, maybe two…and a small section in the produce department). But to effect real, fundamental change, don’t we have to be focusing on the mainstream? Isn’t it more effective to put those eco-friendly products in Target and The Home Depot and *gasp* Wal-Mart, where the vast majority of American Consumers actually shop?