Meet Five Entrepreneurs Making Sustainability Part of Their Business Plan

Inspiration for starting a business can come from anywhere. A product that you need to solve a problem. A new twist on a classic service. Or a desire to change the world. 

In "Entrepreneurship—A Sustainable Career in More Ways Than One," we explained how consumers gravitate towards brands that commit to sustainable practices. 

Increasingly, there's a trend among investors to put money behind "green" companies. According to" Sustainable Signals," a study from Morgan Stanley Institute for Sustainable Investing and Morgan Stanley Wealth Management, 77% of individual investors globally say they are interested in investing in companies or funds that aim to achieve market-rate financial returns while also considering positive social and/or environmental impact. Over half (57%) say their interest has increased in the last two years. 

We spoke with a few founders who credited wanting to protect Mother Nature as a motivation for starting their businesses. Here are their stories. 

Claire Matern, JONI

"It was imperative to have sustainability as part of JONI's mission. JONI is a non-alcoholic canned beverage. As a founder, I've cared deeply about sustainability throughout my career, both in the food industry and the fashion industry, in my roles before launching JONI.

When it came to developing JONI, I was completely driven by the idea of highlighting and celebrating verjus, an often overlooked, unknown, or forgotten-about upcycled ingredient. 

Verjus is a byproduct of sorts, being the pressing of grapes that are culled from the vines before a wine harvest and are so often wasted. It has been used on a smaller scale for centuries (even millennia if you think about the fact that it's been around since grapes were first cultivated about 14,000 years ago), but it has yet to have its proper time in the spotlight. JONI was developed to introduce verjus to audiences outside the circle of culinary professionals who are often the only ones familiar with verjus as an ingredient.

I hope that as JONI grows, awareness around verjus grows, and it gets used and upcycled even more."

Kimberle Lau, Bake Me Healthy

"Sustainability has always been a personal core value. While working on the concept for my business, I knew it would also be a brand core value.

Our responsibility is to care for our planet and leave it in a better condition for future generations.

To that end, we are on a mission to fight food waste. All our products are Upcycled Certified, meaning each one features upcycled ingredients (ingredients that would typically go to waste, creating methane gas and ultimately leading to climate change). From ugly bananas to coffee cherry flour to sunflower protein flour, our products creatively utilize nutrient-dense, upcycled ingredients. Moreover, our packaging is made with 43.5% post-consumer recycled plastic.  We are proud members of 1% For the Planet, investing 1% of our sales in environmental causes. Additionally, we regularly volunteer with Food Rescue US, saving food from local supermarkets and delivering it to local shelters for needy families.

Sustainability is at the heart of our mission, and we hope to make a positive impact one baking mix at a time."

Mary Bemis, Reprise Activewear 

"Reprise Activewear was founded on the mission to reduce the number of plastics and chemicals in activewear. Our focus has always been sustainability from both a human and planet perspective. Over 60% of clothing today is made with fossil-fuel-based synthetics that support the oil and gas industry and, when produced, leech chemicals into our skin and back into our environment. Once I learned about this, I couldn't look away, and I knew there had to be a better option available.

I saw the shift into clean eating and beauty, and my goal is to help lead the change to clean fashion next!

It all starts with education and transparency, which we focus on besides making a great, clean product.

The more significant hope is seeing a total industry shift towards safer products for customers across the board because there shouldn't be so many chemicals and plastics hidden in our everyday items!" 

Maile Woodhall, Aloha Vitas

"Sustainability isn't just a commitment at Aloha Vitas; it's our guiding principle. Aloha Vitas is a Hawaiian Hydration beverage enhancer with essential electrolytes and transformative tropical flavors.

We believe in nurturing both people and the planet. By sourcing ethically, fostering direct trade partnerships, minimizing waste, and prioritizing community impact, we strive to inspire healthier lifestyles while protecting the environment. 

With hydration as a core aspect of our mission, we aim to promote healthier living and support sustainable practices.

We strive to inspire positive change and pave the way for a healthier, more sustainable future for Hawaii and beyond."

Julie Cushen, Lilaque 

"Sustainability lies at the heart of Lilaque's mission because

I firmly believe that companies must assume responsibility for the entire lifecycle of their products for us to realize a more sustainable future.

Lilaque is the first plant-based, vegan, cruelty-free, and 9-free gel nail polish. Traditionally, sustainability has not been a priority for nail care brands.

I want to demonstrate how this can change and that by sourcing innovative, sustainable ingredients and reusable or recyclable packaging for our products, Lilaque becomes a model for more sustainable practices in the nail industry.”

Bottom Line: While the environment might not have motivated your specific business, there are still ways to make it eco-friendly and appeal to consumers' and investors' preferences. Check "How to Make Your CPG Business More Environmentally Friendly?" for tips and suggestions on implementing plant-friendly practices in your company.