Locals and visitors alike recognize Santa Cruz as an environmentally conscious community active in a growing green consumerism movement. However many people may not know that Santa Cruz has been home to an innovative green store for 15 years. The store is called Eco Goods and it was first opened by local couple Roger and Elaine Berke in 1994. The concept behind Eco Goods is an environmental general store offering entirely “eco” products ranging from clothes to house wares, all selected based on their earth friendly merits. Clothing is made from natural fibers like organic cotton and hemp, mugs and plates are recycled glass, toys for children are made with natural materials and vegetable dyes, plus many of the products are fair trade certified.