Looking Back and Looking Ahead: Celebrating 10 Years in Business

Hi, I'm Nikki Cossio, CEO and Founder of Measure to Improve. To celebrate Measure to Improve's 10-year anniversary, I wanted to take a moment to reflect on the past and look ahead to the future of Measure to Improve and sustainability in the fresh produce industry.

Measure to Improve was founded in 2014 with a simple yet ambitious vision: shape a sustainable fresh produce industry that is resilient, healthy, collaborative, and prosperous. This April marks the 10-year anniversary of Measure to Improve and gives me the chance to reflect on the company's remarkable journey, our work, and our team's ongoing commitment to shaping a more sustainable future for the fresh produce industry.

From Niche Concept to the Way of Doing Business

When I first started thinking about the business concept for Measure to Improve, sustainability was a relatively niche concept in the fresh produce industry. However, from my experience founding and leading sustainability programs at my family’s business, Gills Onions and Rio Farms, I knew this could evolve into something bigger. I could see the immense potential of sustainability for the industry.

Inspired by my roots as part of a multi-generational California farming family, I knew I wanted to give back to this industry and work to keep it thriving for many more generations to come. So, I trusted my gut instinct and founded Measure to Improve.

In the early years, our work focused primarily on building awareness and support for sustainability programs and initiatives. The Measure to Improve team actively engaged with stakeholders across the supply chain, from growers, to packers, and retailers. We strived to demonstrate the long-term value proposition of sustainable practices. We offered guidance, developed practical solutions, and showcased real-world examples of how sustainability could translate to tangible benefits. 

Today the landscape of sustainability in produce is quite different. It’s less about generating awareness and selling the value proposition of sustainability, because it’s now seen as an inherent part of doing business. Sustainability is discussed at every level of an organization and has become a core driver of business decisions. Today Measure to Improve works with our clients to advance their existing sustainability programs, build capacity, and prepare for what’s next in sustainability.

Building Trust Through Transparency and Collaboration

A core principle guiding Measure to Improve's approach has been our steadfast commitment to transparency and collaboration. From the beginning, we understood that a "one-size-fits-all" solution wouldn't work — especially for an industry that has many unique challenges. 

Instead, we built trust with clients by taking the time to understand their specific needs and challenges. Through this client-centric approach we developed, and continue to develop, customized programs that address company specific sustainability goals and ensure measurable results. 

While we’re experts in sustainability, our clients are experts in their own operations best, so from the beginning it has always been important to build collaborative relationships and partnerships with our clients.

This dedication to collaboration extended beyond individual clients. To stay on the leading edge of sustainability and engaged in conversations that are shaping the industry, I participate and serve on various boards and committees, and founded the Monterey County Sustainability Working Group. Measure to Improve has also established programs and best practices that are used across the industry.

Collaboration and transparency has been a guiding principle in Measure to Improve’s growth over the last decade and will remain so in the future.

A Decade of Impact and a Look Towards the Future

Today, Measure to Improve has become the fresh produce industry's go-to sustainability experts. Our core program and services, refined over the decade of experience, cater to the specific needs of growers, shippers, and processors. We even developed a custom software solution to help our clients confidently collect data and respond to buyer sustainability surveys.

We have built a passionate team of experts who guide clients through every stage of their sustainability journey, from initial planning and implementation to ongoing monitoring and refinement. While we are a small team, we are mighty. I'm always amazed and proud of what we are able to accomplish each year. I could not be more appreciative of our team.

As we celebrate this milestone in business, I am excited and optimistic. The fresh produce industry is poised for significant growth and innovation, and sustainability is a catalyst for that. Trends like regenerative agriculture, data-driven decision-making, and consumer-driven demands for eco-conscious practices are taking center stage. 

Measure to Improve was ahead of the sustainability curve when we launched in 2014. Because of that we now have 10 years of experience and a proven track record of working on sustainability in the fresh produce industry. Now, more than ever, we are positioned to navigate this rapidly evolving landscape and continue empowering our clients and the industry towards a sustainable future.

I would like to thank the entire Measure to Improve team for your dedication to this work. And to the many clients we’ve had the fortune to guide in your sustainability efforts, THANK YOU!

We look forward to many more amazing years ahead!