Naturally Austin and Naturally Boulder: Sustainability in CPG Webinar 4-28-20



Webinar on sustainability in CPG companies, presented by Naturally Austin and Naturally Boulder on April 28, 2020, in celebration of the 50th anniversary of Earth Day.

Featured speaker: Jason Jones of Vital Farms and Aspire Food Group.
Moderated by Emily Kealey, Executive Director of Naturally Austin.

Naturally Austin and Naturally Boulder: Sustainability in CPG Webinar 4-28-20 from Naturally Boulder on Vimeo.


Notes from the Sustainability in CPG Webinar: 

  • Finding the White Space 
    • Agriculture and farming component was appealing to Jason Jones
    • The egg category was in need of disruption 
    • Marketing aspect: finding the soul and then communicating it 
  • Starting from Ground Zero in a sustainable way 
    • Starting with a stakeholder model and being intentional about it 
      • Stakeholders: the environment, the chickens 
    • Showing consumers why it’s important and why it’s good for you 
  • Starting a sustainable food business: what should you be thinking about? 
    • View through the lens: what is the purpose of your company? How are you going to be authentically altruistic? 
    • Sustainability in the natural space — having a better consumable product, generally speaking, that will benefit the consumer over other brands on the shelf is sustainable 
  • Profitability is sustainability 
    • Build powerful businesses
    • Worry about growing the business and know where you want to give some of the profits to 
  • Framework – Conscious Capitalism 
    • Figure out ethos early on 
  • Right way to think about sustainability 
    • It scales; you’ll have that much more of an impact as you’re reaching more consumers 
    • Communicating how what we’re doing is actually impactful 
    • Find the right way to dial in the “why” 
  • Structuring partnership for small businesses: 
    • Probably start as a LLC first