What does it take to win a gazillion green business awards? It certainly starts with a great concept, a seriously vetted supply chain, and a commitment to spreading the eco-word. It also helps to have a pleasing storefront in Noe Valley, cute and eager staff, luscious products, and bulk-store prices without the forklifts and doublewide shopping carts. Green 11, launched by married couple Marco Pietschmann and Bettina Limaco and inspired by a Rachel Carson observation ("For the first time in history, every human being is being subjected to contact with dangerous chemicals, from the moment of conception to death.", offers soaps, cleaning supplies, pet food, shampoo, conditioners, and lotions, all ready for your refillable, affordable use. Bring your own containers or put for up a starter container at the store.

3980 24th St., SF. (415) 425-5195. www.shopgreen11.com