How Sustainability Shapes the Legacy of My Chocolate Firm –

A number of months in the past, I introduced a giant purpose publicly: my firm, Seattle Chocolate, can be carbon adverse by 2024. It was formidable, daring, and seemingly out of attain—which is exactly how I knew it was the precise purpose to set.

Sustainability is a key focus for my enterprise as we speak, nevertheless it wasn’t at all times the case. Like most entrepreneurs, I spent the primary years specializing in survival. I had a imaginative and prescient to make the world a greater place via chocolate—however to ensure that any of that to occur, the corporate needed to be financially sustainable.

It took 10 years to get our enterprise worthwhile and steady. Slowly, I started shifting my focus to utilizing the corporate as a automobile to make a mark on the earth—one that will outlive me.

I’ve at all times been a “tree hugger” at coronary heart. Spending the final 36 years within the Pacific Northwest amongst exceptional landscapes created a connection to the planet. Sustainability turned a pure alternative: it will be a technique I would depart a legacy via chocolate.

Whether or not you might be serious about legacy or not, our companies are unbelievable autos we will use to make an influence on the world round us.

Listed here are among the practices I’ve leveraged to encourage our firm’s sustainability influence.

Inspire with hope, not concern

Years in the past, I attended the Pure Product Expo (a cornerstone commerce present within the pure shopper packaged items world). I sat in a crowd and listened to a improbable keynote speaker. One sentence resonated with me: “We’ve got 100 months left earlier than the harm from international warming is irreversible.”

These details and statistics may be sobering. Many individuals typically have a visceral response to them, virtually feeling burdened with guilt and concern concerning the present state of the atmosphere. A fear that the earth goes to implode and develop into uninhabitable shortly units in.

Getting back from that commerce present, I used to be full of a way of urgency—however I additionally felt a way of hope.

“Not less than we’ve got 100 months,” is what I stored telling myself.

When the issue feels giant, a way of helplessness can shortly overcome us—and it’s not place for anybody to be in. Main with hope was the one approach ahead.

My group and I broke the “massive drawback” down into smaller steps: we leveraged GreenFeet to audit our carbon footprint, analyzed every space of our enterprise, set KPIs and milestones, assigned accountabilities, and constructed a roadmap to turning into carbon impartial (after which, finally, carbon adverse).

Within the course of, I realized that hope will at all times be the best motivator and the best device within the entrepreneurial toolkit. Inspire with hope, not concern.

At this level, we’re now right down to about 87 months – and but I really feel simply as hopeful as ever.

Effort goes a great distance

Inside 90 days of listening to that there have been 100 months earlier than the planet suffered irreversible harm, Seattle Chocolate turned carbon impartial.

How did we really obtain this in such a brief time frame?


We reached out to all of our distributors, together with the first vendor from whom we buy chocolate. We researched. We requested our distributors laborious questions. We challenged them and ourselves.

Within the course of, we realized there have been many areas of our provide chain which we had missed from a sustainability perspective. For instance, the plastic luggage we had been utilizing (and throwing away) for years have been recyclable. Distributors by no means informed us as a result of we by no means requested.

Now, we recycle these luggage.

A part of the hassle got here right down to setting out inside processes. We carried out a coverage to look to different distributors if the seller we’re at present working with shouldn’t be keen to implement sustainable practices. Except they determine tips on how to work inside our parameters, we won’t work with them.

Typically it’s the smallest efforts, whether or not or not it’s asking laborious questions of your present distributors or implementing new processes that set off transformation, which have the biggest influence. My greatest studying: put in small efforts and let the modifications carry you ahead towards greater efforts.

Lead by listening

Six years in the past, I acquired a letter from a girl named Betty from Oregon. Within the letter, she enclosed one in all our Seattle Chocolate wrappers and a notice that mentioned: “That is rubbish.”

Betty, who had labored for a recycling firm in Oregon, claimed the packaging that we used to wrap our chocolate was not recyclable; the one technique of disposal was tossing it within the trash.

I had been assured that our packaging was recyclable, but I checked once more with our packaging vendor. The seller reconfirmed that the packaging we had bought from them was completely recyclable. I nonetheless puzzled, “Why did Betty say that?”

My group and I dug deeper. It didn’t take lengthy to make an fascinating discovery: whereas the paper and the plastic that we used have been every recyclable, the bonding of the 2 of them collectively rendered the packaging now not recyclable. Betty from Oregon was proper.

It took us six months to trial and error a brand new wrap that wouldn’t tear at retail and can be completely recyclable. As soon as we completed it, I wrote Betty a letter again saying, “I did it. And thanks for caring sufficient to level it out!”

The perfect leaders pay attention greater than they communicate. Typically which means listening to clients, like Betty from Oregon, in an actual approach. The result’s a constructive suggestions loop: when folks really feel like they’re being listened to, they may really feel extra motivated to assist and take part within the massive purpose you are attempting to attain.

Entrepreneurs are the changemakers the world wants. We will transfer quick, tackle formidable initiatives, and create change that may ripple out far past the boundaries of our corporations. Why shouldn’t we take the lead on sustainability, essentially the most urgent subject that every one human beings are going through proper now?

My journey tackling sustainability jogs my memory that we’ve got a alternative once we have a look at a giant mountain earlier than us: both we really feel empowered to take it one step ahead, or we really feel hopeless concerning the measurement and scope of it, by no means taking a step ahead and by no means making any progress.

Hope creates momentum—and as soon as momentum happens, who is aware of what legacy you’ll go away behind on the earth lengthy after you’re gone?

Contributed to EO by Jean Thompson, an EO Seattle member and the CEO of Seattle Chocolate and jcoco. After delivering an acclaimed TEDx Speak in 2017 titled “Think about a World With out Chocolate,” Jean has been on a mission to unfold the chocolate revolution.

For extra insights and inspiration from as we speak’s main entrepreneurs, try EO on Inc. and extra articles from the EO weblog