We Don't Waste

We Don’t Waste

The Challenge

We Don’t Waste was founded out of the trunk of a Volvo. Their founder, Arlan Preblud, picked up food from restaurants at the end of each night that otherwise might be destined for the landfill and instead dropped it off at local shelters. The organization grew over the next ten years with refrigerated trucks, a team of volunteers, and large warehouses. And from that success also grew an ever expanding mission. But it was in desperate need of a strategic plan to guide its growth in a focused way that would actually increase its impact, not just its size. With so many opportunities, how should the organization prioritize?

Services

The Insight

Our research found that the clarity of their founding purpose, which grounded the organization in its early years, had shifted into something bolder and broader. Though logistics was their superpower, their real promise is as a collaborative partner addressing the big, intractable problems of food insecurity and food waste.

The Journey

We partnered with We Don’t Waste to articulate an inspiring vision for their future. “Food goes to people, not landfills, and is accessible to all.” And because strategic planning and brand strategy should be inextricably linked, we also developed a tightly integrated brand strategy that sought to shift perceptions of We Don’t Waste from an operator to a visionary ensuring the health and sustainability of our communities and our planet.

The Impact

Upon completion of the strategic plan, We Don’t Waste increased food donations from more food manufacturers, expanded distribution through mobile food markets, grew their education and advocacy programs, and moved into a larger location with greater capacity. Through a clear plan, meaningful commitments, and inspirational values the organization is succeeding in ensuring that more food goes to people, not landfills.