In 2007, Colwell-Lipson approached her local Whole Foods with ideas for capturing parents’ attention and buying power with Halloween-themed promotions that aligned with Whole Foods’ values. In terms of health and eco-issues, “no one had touched the holidays,” she says; “but [Whole Foods] already had the ‘good’ candies, the honey sticks and the fruit leathers—they just needed to put them in front of moms’ eyes.” From this initial partnership, Green Halloween was born in 2007 as a Seattle-area educational initiative to see whether Halloween’s entrenched consumerism and candy overload could possibly give way to something healthier and more sustainable.

Colwell-Lipson immediately found she had opened an enthusiastic floodgate. “I had no idea if it would work,” she says. “But we had people coming out of the woodwork to say ‘this is the best thing ever—this is gonna be huge.’”

Almost overnight, the idea spread nationwide, thanks to bloggers, word of mouth, and glowing national press. Green Halloween events and promotions now occur in 25 states across the country, with more communities signing on every year. The website offers downloadable “action kits” for volunteers to get started, as well as dozens of ideas for conversation, parties, and National Costume Swap Day, also founded by Colwell-Lipson and held on the second Saturday in October to reduce landfill waste by an estimated 6,250 tons annually.

Natural partners for Green Halloween

“We all need to work together to create a market for Green Halloween,” she notes. “I work with families, especially with moms, who make 80 percent of the buying decisions, to generate enthusiasm for these products; then I work with the manufacturers themselves to make them available in mini sizes. And I work with retailers to make sure the consumers have access to these products, labeled and displayed so that moms can find them easily. It’s a three-way relationship.”

Green Halloween’s strategic alliances don’t stop with retailers. “We have a great partnership with the Association of Zoos and Aquariums; they put on trick-or-treating events using healthier, sustainable candies, which fits in really well with their conservation efforts. We partner with manufacturers to give these zoos and aquariums candy to hand out at their events.”

Candy criteria

So what actually goes in the bag when a pint-sized Harry Potter or gypsy comes to a Green Halloween door? The nonprofit’s team developed a set of product criteria with the goals of fostering health, sustainability, and fun (it is a holiday, after all).

“We divide Halloween goodies into two categories: treats (food) and treasures (non-food),” explains Colwell-Lipson. “My favorites meet at least one, and ideally all three, of our “3-G” criteria: good for people, good for planet, good for communities. We could also add a fourth “G” in there: good for animals and habitat.” That translates into products that are organic; contain no GMOs, preservatives, artificial colors/flavors, palm oil, or corn syrup; are fair trade (especially important for chocolate); and are made with whole, real foods.

“We also like to include a selection of low-allergy foods, such as gluten free, because the newest stats show that one of every 13 trick or treaters have food allergies,” she adds.

Non-food “treasures” are ideally natural, recycled, or sustainably sourced. “The idea is that these items will be ‘treasured’ long past Halloween and are healthy and safe for kids. These need not be expensive—many can be handmade on the cheap.” She suggests items such as state quarters, seed packets, friendship bracelets, soy or beeswax crayons, recycled-material tops or pencils, and items from nature (acorns, feathers, polished stones, sea glass—as long as they’re legally collected).

What about cost?

It’s all well and good to hand out better-quality candy, but parents might start to object that it’s too hard on the pocketbook. Not so, says Colwell-Lipson. “A lot of people think, ‘I can’t afford these things’; but we forget that we are a supersized nation. When we did a poll, we found out that the norm for handing out candy is one handful per child. So if you give away just one really special treasure or one healthy organic treat, it helps to teach moderation and saves you money in the end.”

How to get started

Ready to jump on the Green Halloween bandwagon? Go to the site’s event page and take your kids to one near you to sample some of these candies for free. Then check with your retailer about which of these candies they stock and encourage more prominent displays.