As each cultural era has its defining symbols, ours may well include the sustainable guitar. Indeed, one of the major cultural icons of this green generation could be the image of Gilberto Gil holding up a sleek, environmentally-friendly Walker guitar in front of a packed audience, heralding the future of sustainable instruments.

"Yes, that was a good moment for us," says Alberto Bertolazzi CEO of Hering Instruments and winner of the 2006 New Ventures Brazil Investor Forum. Bertolazzi speaks casually about what must doubtlessly be one of the bolder moves to take place in the musical instruments industry in a long time. His pride comes from the fact that, while sold under the Walker brand, that guitar was one of the first to be made of Hering's crafted parts, each sourced from exotic species of sustainably harvested woods in the Amazons.

These guitars, now being supplied to some of the world’s largest guitar and bass companies, are unique for their fusion of craftsmanship, marketability and a light footprint. Hering has added a distinctly Brazilian touch to its instruments by sourcing them entirely from sustainably harvested Amazonian species. This Forest Stewardship Council certified wood comes from 1.8 million hectares of "managed" forest in the state of Acre where trees may be harvested only after detailed assessments based on their age, location and the rate of extraction.

Aside from the environmental benefits and the hundreds of jobs Hering will create in rural Brazil, Bertolazzi believes he can expand a niche for sustainably produced music instruments within the $30 billion global market. Some entrepreneurs have produced sustainable parts in the past, but high costs and low productivity levels have limited their market share. As Hering hits its initial target of 12,000 components per month in the coming years, it will help catalyze long-term investment in FSC certified instruments to maintain the market viability of these kinds of products.

Bertolazzi believes Hering's future is indicative of a larger trend. He points to green products on magazine covers and innovations in the auto sector, and wonders why the music industry has not yet caught on. Hering's market strategy so far has relied on celebrity endorsements and the guitar's iconic status to attract media attention. Hering has also created an Amazonas series of guitars for Walker that are decorated by well known artists like Gustavo Rosa and Antonio Peticov. Bertolazzi thinks that combining aesthetics and sustainability is not just a business strategy; it is the start of a movement toward zero footprint production that will affect the entire industry.

When Hering announced at the 2004 Expomusic fair that it would launch a line of sustainable products, the company embarked on a project that was destined to help bring about the mainstreaming of green products and business. Alberto Bertolazzi, by linking sustainable woods to the aesthetics and art intrinsic to making a high quality instrument, is bringing the green revolution to the global music culture and business.