By Design, Not by Default

For a long time, there has been a major assumption about Sustainability in business. Not always explicitly stated, but clearly communicated through actions taken by the majority of businesses: Sustainability should happen by default.

Whether through the power of intrinsically-motivated leadership or due to the nature of the industry, some companies just "get it". Outsiders assume these leading companies default to sustainable actions - seemingly at odds with stakeholder interests or other business goals. 

Other companies wait until their hands are forced, by bad press from negative consequences of unsustainable practices or other means. These companies ignore sustainable options until they are in the middle of controversy and must respond quickly, without preparation, and often under the scrutiny of the public eye. 

But as a whole, people are beginning to recognize that true sustainable business practice must happen by design and not be default. Those first companies succeed not because they stick to sustainability despite good business sense - it is because they have incorporated sustainability into the core of their business strategy. Sustainability is a lens through which we can view our business practices and make decisions not to the detriment of stakeholder value, but to enhance everything we do as value creators. 

The other kind of company may not have holistically implemented sustainability into its business strategy - but still is beginning to recognize the value of considering sustainability as a highly effective method of risk management, as a tool for capturing more customer value through marketing, as a longer term and truer financial valuation of the company not just in the snapshot of today but as it will exist ten years in the future. 

So, wherever you are of the spectrum of completely integrating Sustainability into your business strategy or just looking to explore how sustainability can enhance your business strategy, grab your drafting pencils and blueprint paper. As in building anything else, constructing Sustainability into your business strategy starts from the foundation. It is a material with which we use to build structure and strength into our businesses - not a coat of green paint we apply liberally to the outside whenever green is en vogue. Sustainability ensures we will succeed, sustain, and thrive well into the future. 

LOCAL

I have to start out this blog post by saying talking about healthy food systems is an incredibly complex topic. And I thought making clothes were hard.  Selling an apple can be even more complicated.

I am interested in the word LOCAL. Customers want local, restaurants and markets advertise local, but do we really understand what local means?

I spent the day today at a conference hosted by the Gorge Grown Food Network. The day brought together producers and buyers of local food and others interested in building a local food economy.

For me local is also a philosophy of understanding. For instance if I buy local, I also have to buy seasonally, this changes my diet and also my expectations of what a sustainable food system may look like.  You may have heard you don't eat fresh tomatoes in January because they are grown so far away that it take planes to get them too you.
So this means I have to prepare my food or buy from those who know how to can, dry, freeze my fruits and vegetables so I can live through the winter.

Local is also an opportunity to talk about sustainable.  It is fine if that pear was grown locally, but if it was sprayed with pesticide I should be more concerned because that is my backyard where that run off is going into the water where I swim or fish.

Local brings this idea of knowing where your food comes from, having a relationship with the farm and farmer. But there is a need to go to the next step - to ask yourself what does local mean to you? What values are your going to support?  Would you spend more for organic, for that CSA box - to make a difference in your local economy and for your local environment?

I've only been in the Gorge 9 months and it has taken a lot of questions to understand my food system and I am lucky because there is a passionate and engaged group of people who want to educate, to increase the availability and build the connections. It is the start of an investigation. But one that is so important to me and to the roots of sustainability - pun totally intended!