Clean Air Success Stories
Local entrepreneur’s “cool” idea provides innovative way to beat the heat
For Jill Miller, the founder and owner of White Caps, Green Collars, LLC, environmental stewardship is a black and white issue... literally.
Miller started White Caps, Green Collars LLC, a company that applies solar-reflective white roof coatings to homes and businesses, in April 2009. With a long-time background working in support of energy efficiency as an advocate for the Sierra Club and the Blue Green Alliance, Miller was looking for the next big opportunity to improve energy efficiency and fight global warming in the St. Louis area. She got the idea to start White Caps, Green Collars following a conversation with a friend who expressed excitement about white roof coatings which were being applied in other states.
As opposed to black roofs which absorb the sun’s heat, white roof coatings reflect the sun’s rays, leaving a building much cooler in the summer. With the large number of flat roofs found in St. Louis’ historic neighborhoods and the high temperatures the region receives in the summer months, Miller saw a natural fit for white roofs in St. Louis. Now, as owner of White Caps, Green Collars LLC, one of Miller’s biggest challenges is getting the word out to homeowners, businesses and property managers about the many benefits of white roofs.
Research has shown that white roofs can cut cooling costs by 20 to 40 percent. As a result, a building’s air conditioning system will last longer because it’s working less. White roof coatings also seal cracks and protect the roof from sun damage, allowing it to last 10 years longer than a traditional black roof.
In the winter months, daylight hours are shorter, the weather is cloudier, and the sun is at a lower angle. Therefore, the impact during the winter season is relatively negligible.
Aside from the economic benefits of white roofs in the summer months, the environmental benefits are extraordinary. Less electricity being used means less air pollution and fewer greenhouse gas emissions from coal-burning power plants. White roofs could potentially reduce the heat island effect by 33 percent in urban areas, according to recent studies. In addition, 1,000 sq. ft. of white roof space offsets approximately 10 tons of carbon dioxide. Miller’s goal is to offset one million pounds of carbon dioxide in the region by the end of 2010. As the company works toward its goal, the public can track its progress by visiting the company website at www.whitecapsgreencollars.com.
“Just because the sky is blue, doesn’t mean the air is clean,” Miller said. “We have very high rates of asthma in the St. Louis area and there is much we can do to improve the situation. Whether it’s in our own daily lives or whether it’s in the bigger picture of transportation and industry, I think we all have a role to play.”
In addition to the environmental benefits her company’s solar-reflective coatings create for the area, Miller is also dedicated to maintaining a sustainable business overall. The company continually finds new uses for the materials they no longer need. No paint pail used on a job site ever enters a landfill. Instead they are donated to local gardening businesses and charities such as Habitat for Humanity’s ReStore.
“I really encourage everyone to think about how they can improve their energy efficiency,” Miller said. “Maybe not everyone thinks of themselves as an entrepreneur, but I didn’t either. We all have innovative ideas, and we need to have the confidence to pursue those.”
To learn more about going green and helping improve the region’s air quality, visit www.cleanair-stlouis.com or call the American Lung Association at (314) 645-5505, ext. 1007. For more information about White Caps, Green Collars, visit www.whitecapsgreencollars.com.
