Yesterday, Hollywood Reporter announced the launch of Washington Post Co.’s Sprig. Part of the company’s online division, WashingtonPost.Newsweek Interactive, the new publication boasts both video and written content about all things green.

It’s a polished site with a strong female focus and an emphasis on shopping green. Video stories are compiled for the site’s written content categories: food, fashion, beauty, home and lifestyle.

The goal, says Vice President Goli Sheikolaslami, is to get “95% of the people to be 5% green rather than focusing on the 5% that are already green conscious.” The logic being that most green magazines and online video networks have a tendency to preach to the choir.

To this end, an example of a front page story that the site launched with is a recipe for a salad. This is their explanation: “The fabulous array of local lettuces–we’re not talking iceberg–you buy at your farmers’ market helps save fossil fuel emissions used during transport, and preserves plant species by promoting demand.” Not bad. They had me until: “Now you’re the queen of greens for sure.”

Check out the site’s food editor Susie Quick as she shows you what to do with lettuce in her first video, “A Super Spring Salad That Boosts Your Mood.”

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