In a moment when many businesses are going for LEED certification to emphasize their commitment to eco-friendly practices, one new organization is asking companies to strive for Cradle to Cradle certification and commit to producing consumer-safe products.

The Green Products Innovation Institute is a new nonprofit initiative that wants to eliminate hazardous chemicals from consumer products through its Cradle to Cradle program. The California-based organization is looking to boost its nonprofit fundraising to help the state become the world's first sustainable economy.

The organization wants to be a resource tool for leaders of various industries who want to become "less bad" and do "more good," as the GRII explains on its website. The institute promotes "a set of design principles, based on the laws of nature, to help businesses create products that are safe for people and the environment."

Some major funders are stepping up to support the burgeoning nonprofit. According to the New York Times, executives from Walmart, YouTube and Google have already pledged support. Additionally, California's Governor Arnold Schwarzenegger has called the organization an exemplar public-private partnership.

Organization leaders who focus on green corporate initiatives may consider shifting their operational models to consider overall community sustainability in light of the early success of the institute.