Sunchips has a reason to toot their own horn. By 2010, they will produce the first 100% compostable (commercial) chip bag.

Frito-Lay is telling consumers that it is using renewable materials with a print and online ad campaign that includes a Web video showing a SunChips bag crumbling in the earth over 14 weeks, and an insert of a fully compostable package in magazines, complete with directions to toss the sample into an active compost bin.

Sunchips has also partnered with National Geographic (who knew?) and has a “WHAT WOULD/CAN YOU DO?” campaign. Oh and they use some solar power to make the chips and they have some health claims too (“Less salt than you think”???, etc).

The point is, Frito Lay has captured the notion that consumers are taking small steps and want to hear about the steps that companies are taking-even if they aren’t all the way there yet.

Well executed, Happy Earthday Frito Lay.

From the GreenEffect.com site:

SunChips and National Geographic have joined forces to create the Green Effect, an initiative to inspire individuals to spark a green movement in their communities.

YOU could be the one to make a difference in your community—for the planet! Submit a description of your Green Effect idea by June 8, 2009. Ten finalists will be announced July 7, 2009. Online viewers and a distinguished panel of judges will review these inspiring ideas.

We’ll award $20,000 each to five people or groups that have the best ideas for green change. The five winners will also be profiled in National Geographic, and the winners will travel to Washington, D.C., to share their projects with environmental leaders.