The goal of a “Green Olympics”, to Beijing’s chagrin, has become just another green light to have a go at its environmental woes. It is hard to hold back. After all, water is being pumped into a man-made addition to a parched riverbed, just to hold the Olympic rowing regatta. A reeking lather of algae docked on the shores of sailing host city Qingdao last month, requiring more than 10,000 workers to remove it. China's weather mod squad – officially, the ‘Weather Modification Office' – conducts constant aerial experiments in man-made rain to cool the cities and clear the skies. And the only thing less transparent than the air seems to be Beijing’s air pollution testing, which critics say is configured to lowball the numbers. Some Olympic runners are swooping into town for the days of their events alone, so leery are they of the haze. They’ll come muzzled in super-sophisticated masks.

The government's had to pull out all the stops - ordering half the cities' cars off the road (alternating daily bans on even- and odd-numbered license plates), closing factories, and shutting down construction - in the mere hope of making Beijing appear a less forbidding city.

So acute are the problems, however, that China’s also opened up to all sorts of innovative efforts at fixing them. At one newly established forum in Beijing earlier this month, environmental experts, green business gurus and grassroots activists pondered the future of the “environmental economy”. We emailed with Richard Marks and Sophia Trapp of Productions 1000, co-founders of the “International Earth Forum” (IEF), about China's prospects of improving a grim environment and their own challenges operating in a toxic climate of pre-Olympic security. Excerpts from our e-interview follow:

NEWSWEEK: Tell us what the International Earth Forum is and how it came about.

We brought together a mix of communicators, connectors, forestry experts, business people, renewable energy & carbon trading leaders, academic and youth leaders from the UK, US, Netherlands, Germany and China. Our core discussions centered around the theme of leadership within the new “environmental economy”, in which attendees asked, “How can we do Business with Nature?”

Why China?

Four years ago, China invited us into early discussions about the urgency for addressing its serious energy concerns. That first renewable energy business delegation brought us face-to-face with senior government leaders from Shanghai to Beijing to discuss renewable technologies, investment and long range environmental planning, sustainable development in China, clean energy technologies and policy planning for the protection of China’s environment.

To organize the International Earth Forum, we partnered with senior level Chinese business people and government officials to connect re-forestation projects with international venture partners. But as we proceeded, we realized the importance of communicating fresh international and inter-cultural thinking. We all want to know what China is doing about the environment. In addition, our third co-host, Jing Su, is a young Chinese woman who has undertaken to help the environment by bridging the gap between China and the international community on environmental ideologies and practices. She is now the China Program Associate for the American Council on Renewable Energy (ACORE).

Timing-wise, why did you choose the run-up to the Beijing Olympics?

Planning an international event in the run-up to the Olympics was an obvious opportunity to celebrate and communicate the positive changes happening in China, to share common ideas and desires for sustainability, and discuss how doing business that is good for the environment can be profitable and healthy. In a dialogue, people coming from different backgrounds typically have different basic assumptions and opinions. In the course of our dialogues, we seek to question our assumptions, set them aside, and are willing to set them free if we find we can do better with the words and ideas that will light the way for others.

But the Olympics hasn’t made for the freest of times here. Plus conferences in China normally require local partners and official approvals. Yet you managed to avoid all that. How and why?

In the beginning, Productions 1000 was eager to partner with a Chinese environmental NGO that wanted its organization to be recognized as the host; otherwise "it wasn't interested." We had to hold firm that it's an inappropriate role for an NGO to host a business-oriented forum. We decided to risk it and continue on our own. Launching for the first time in China, it was touch and go until the end.

Through two years of relationship-building with private sector environmental business ventures in China, we had made friends with business people and NGO’s in China. Our idea to bring international people to the table required an agenda that would be communications-driven, so our approach was to remain a private and social gathering – an invitation-only event. This ensured the integrity of doing business while protecting the exposure to our guests, many of whom are CEO’s and presidents of significant venture funds for the environment.

While the original people we felt we needed to work in China did not stay along for the ride, some very senior government and business people working in China's environmental space ultimately gave us the "nod" to allow it to happen [on an unofficial basis]. We feel that’s because they recognized we are good people who had something good to contribute to China's environment and people.