Beyond ROI: Why Sustainability Is a Smart Business Strategy
When we talk about sustainability, the conversation is often reduced to buzzwords like marketing, compliance, or public perception. While all of those things matter, they don't tell the whole story. In short, sustainability is no longer optional. It's how companies protect their operations, reduce risk, and stay competitive.
At Measure to Improve, we work with companies across the fresh produce industry, and we're seeing a clear shift: the companies that treat sustainability as a strategic advantage, not just a cost center, are the ones best positioned to adapt, compete, grow, and succeed in today's market.
ROI Doesn't Capture the Whole Picture
Sustainability expert Andrew Winston recently made a strong case for why relying solely on return-on-investment (ROI) can limit progress. We agree. ROI is useful, but it's also narrow. It focuses on short-term wins and often ignores the very real long-term risks and challenges that producers face every day.
Growers and suppliers know this firsthand. You can't put a price tag on losing a season to drought. You don't build windbreaks or upgrade irrigation systems solely for the sake of ROI. You do it because your business, and the land it depends on, needs to be more resilient in the face of change.
Whether you attribute these challenges to climate change or simply see them on your balance sheet, the impact on business is the same. Change is happening, and fundamental shifts are needed and are underway.
A Lesson from Industry: Protecting the Peanut
A recent example stood out to us: Mars, the global food company, announced a $15 million investment in climate-resilient peanut varieties. Not to boost margins next quarter, but to ensure they'll have a reliable, high-quality peanut supply in the decades ahead.
Why does that matter? Because nearly 30% of peanut crops are lost each year to pests, drought, and unpredictable weather. Mars isn't waiting for a crisis. They're investing now to avoid future losses. That's what real sustainability leadership looks like, and it's a powerful reminder for the fresh produce industry.
Resilience Is the ROI
Sustainability is about much more than checking a box or generating good PR. It's about ensuring your operation remains viable for five, ten, or even twenty years from now.
You don't have to believe in climate change to see change is happening:
Weather patterns are more extreme.
Water access is less predictable.
Retailers and regulators are raising the bar.
If you're not planning for it, you're already falling behind.
What You Should Measure Instead
ROI is just one metric. If it's the only lens you use, it limits what you're willing to act on. We encourage our clients to take a broader approach to measurement that includes:
Risk mitigation: water use, climate exposure, pest pressure
Operational resilience: soil health, infrastructure upgrades
Stakeholder alignment: retail expectations, customer visibility, investor confidence
Long-term viability: sustainable yields, labor access, resource availability
Measuring and tracking this kind of data provides more than just a one-time return; it offers the insight to adjust, respond, and continue growing with confidence.
Sustainability Is a Strategy, Not a Slogan
Sustainability isn't just a marketing tool or a compliance task. It's a platform for smarter decision-making, better planning, and long-term growth. And when done well, it sets your business apart.
At Measure to Improve, we can help you move beyond short-term decision-making and build a roadmap with a longer time horizon, focusing on resilience and integrating sustainability into your operations. Our work will be aligned with your customer demands, grounded in real data, and focused on outcomes that matter to you.
Ready to Start Measuring What Matters?
Whether you're building your first sustainability strategy or updating your current efforts to meet evolving demands, Measure to Improve can help you achieve your goals.
Explore our services or contact us to start building a more resilient, future-ready business.
Feeling the pressure from rising sustainability demands?
Retailers are raising the bar. Consumers want proof. Regulations are evolving fast.
If you're in the fresh produce industry, now’s the time to get clear, credible, and confident.
Download our free Sustainability Simplified Guide and take the first step.