Our Mission is to do the right thing for:
• The Environment
• Our People
• Our Community
• Our Shareholders
Mr. LaRoe planned to retire after selling Florida Choice Bank in 2006, and he set out with his wife on a lengthy, soul-searching journey across the U.S. in a mini motor home. Along the way he began reading a book his brother had given him: “Let My People Go Surfing,” by Yvon Chouinard, founder of Patagonia, the highly successful outdoor clothing and equipment company. Chouinard’s philosophical approach to business greatly influenced Mr. LaRoe. He became convinced that business can be holistic: in addition to making a profit, business can have a positive impact on society. Chouinard developed a business model which integrated his principles and professional acumen, and he was able to experience enduring success without the degree of ethical compromise that often counters the contributions business leadership is capable of making to our environment and culture.
In 2009, after being granted the last bank charter in the state of Florida, Mr. LaRoe opened First GREEN Bank, the first bank in the eastern United States with an environmental and social mission. Mr. LaRoe is the largest shareholder, CEO and Chairman. In May of 2012, First GREEN Bank also became the first financial institution in the eastern United States to be granted membership in the Global Alliance for Banking on Values (GABV).
• Kenneth E. LaRoe, Chairman and CEO
• Melissa Atkins, CFO
• Nancy Hoff, Senior Vice President
Virtually every aspect of the operation of the bank has been evaluated and programs implemented to maximize the values proposition. A summary is as follows: