I remember the precise moment when my approach to using sustainability as a business driver and a market differentiator became reality, when word of our efforts got beyond the Bon Appétit inner circle and translated into sales. It was 2001—before X (née Twitter). Before YouTube as you know it today. Before Facebook. Before virality in general. We had, quietly, changed our purchasing strategy to boycott the vegetable processor NORPAC, in support of workers’ rights. We didn’t make any grand pronouncement about this; we just did it.
At the time, our CEO Fedele Bauccio was on the road making sales pitches. At his first stop in Washington, DC, he landed a new account at a school where students had petitioned to oust the current food-service ...
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