Why Sustainability is Critical for Your Business Now
When I first returned to my family’s business, Gill Onions, I was starting from scratch. After years away, I had to relearn a lot. During one of my initial meetings, the topic of sustainability came up, and I found myself wondering…
What is sustainability?
How can we be sustainable if we’re not fully organic?
Where can I learn more?
Who’s asking for this information?
At that moment, sustainability became a platform for me to truly engage with my family business. It touched on every department, every process, and every decision. I made it my mission to understand it—what sustainability really means, how to measure it, and how to communicate it effectively.
I took on the role of “Sustainability Coordinator”—a title that gave me the freedom to learn about the business while gathering crucial sustainability information. That was 17 years ago, and although no one truly understood what “sustainability initiatives in your farming operation” meant back then, I knew this was not something to be ignored. No one wanted to take it on, but I did, and I haven’t looked back since.
Why am I sharing this? Because sustainability has evolved from an unfamiliar term to a critical component and cost of doing business. While it may seem daunting, I started Measure to Improve because I know firsthand how overwhelming this journey can be—and I wanted to make sustainability more approachable for the produce industry.
Why Act Now?
Retail giants like Walmart, Costco, Aldi, and Kroger have set clear expectations for their suppliers, and they’ve shifted from asking for sustainability to requiring it. To me, this isn’t just another checkbox—it’s an opportunity to align with your biggest customers, showing them that you’re serious about meeting their sustainability goals.
Waiting too long to act could mean missing out on opportunities, losing customers, and eventually scrambling to catch up. I’ve seen businesses struggle when they wait until regulations are passed. Taking a proactive approach gives you the power to help shape what sustainability looks like for the industry rather than simply reacting to regulations that may be too rigid or costly down the line.
The Growing Demand for Sustainable Products from Consumers and Retailers
It’s not just retailers pushing for sustainability. Consumers are driving this shift. They want to know that the products they buy are sustainably produced, and they expect businesses to back up those claims with real data. This demand is trickling down through the entire supply chain—from growers to processors and everyone in between.
By aligning with your customers’ sustainability expectations, you’re building stronger partnerships and positioning your business for long-term growth.
Where to Start Your Sustainability Journey?
I know firsthand that starting a sustainability program can feel like turning your entire organization upside down. But you don’t have to tackle everything at once. Start small. Pick one area to focus on—whether it’s reducing waste, improving water efficiency, or tracking energy usage—and build from there. The key is to start now.
Here are a few ways to ease into sustainability:
Start with Low-Hanging Fruit: Focus on areas where you’ve already made progress. For example, if you’ve been improving water efficiency or reducing waste, use that data to communicate your progress.
Address Pressing Issues: If there’s a particular sustainability topic your customers are asking about, start there.
Follow Your Passion: Sustainability initiatives are much easier to implement when you’re passionate about the issue at hand.
Find a Champion: Identify someone in your organization who can take the lead on these efforts.
We’re Not Alone—Other Industries Have Done It
Agriculture isn’t the only industry facing these challenges. Over the past two decades, countless sectors—from manufacturing to retail—have been asked to meet higher sustainability standards. The fresh produce industry is just one piece of this puzzle.
While it may feel overwhelming, businesses in other industries have found that sustainability provides an opportunity to become more intimate with their operations. They’ve uncovered areas for improvement, highlighted work they were already doing, and celebrated their wins—whether it’s giving back to the community, reducing waste, or supporting employees. Sustainability allows us to showcase the great things we’re already doing as an industry while finding opportunities for improvement.
Resources to Get Started in Sustainability
I often wish I had a “Measure to Improve” when I began 17 years ago. Back then, there were no clear roadmaps, resources, or metrics to follow. But the good news is that you don’t have to go through what I did alone. Measure to Improve is here to guide you through the process. Our team of experts can provide the tools, strategies, and guidance to turn your sustainability goals into reality, ensuring you stay ahead of industry demands and regulations.
Taking that first step towards sustainability may feel like a leap of faith, but waiting is no longer an option. Start today and position yourself as a leader in your industry.
