By industry definition, Jeff King is a contractor specializing in sustainable building, but he’ll be the first to warn you
against the G-word. “Green has become so overused a lot of people don’t take it seriously,” says King, who became a certified
green builder in 2004. So he reframed the conversation, telling his clients about the health benefits of cleaner air from
zero-VOC paints, the dollars saved by radiant-heat flooring, and the durability of Caesarstone countertops—all choices that
happen to be environmentally friendly.