We have a lot of success with customers who are trying to go green, and are able to charge a premium for it. For fert we do not do many organic programs but many customers "green" customers do pesticide free programs or programs without preventative or blanket spraying and just spot treatments as needed. For Irrigation we market water efficient systems and outdoor lighting we market LEDs. A lot of it depends on your market, a big part of my market could care less about going green, while other cities seem to have a Prius in every driveway.
Why do people not respect us as they do other tradesmen? Because every Tom, Dick, and Harry doesn't think he can be a plumber or electrician!