The Insight
Our research found that the clarity of their founding purpose, which had grounded the organization in its early years, had shifted into something bolder and broader—but undefined. 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.