How Pablo & Rusty Coffee is Brewing a Sustainable Business
Abdullah Ramay and Dan Canham.
A Clear Business Strategy
Sustainable business practices should be on the radar of all small and medium businesses, if not the balance sheet. It's the right thing for the planet. And increasingly, customers and employees favour brands that prioritise the environment over profit. It's a shift in planning and operations which takes time and resources. Done right, you and our world will reap the rewards.
Where to begin? The concept of sustainability, or Environmental and Social Governance (ESG), is a mouthful. Better left to long boardroom discussions of the large corporates? It doesn't need to be that complex. Dan sat down with Pablo & Rusty's CEO, Abdullah Ramay, to learn how this specialty coffee business incorporates sustainability into its overall business strategy and operations. Get a Clear Business Strategy
Abdullah's initial advice: start with a mission and a business strategy that embraces sustainability. The CEO explained, 'Our team sets Objectives and Key Results (OKRs) quarterly, which ensures a systematic evaluation of team and individual performance.' He added, 'It's an iterative process that allows our leadership team to refine our strategy constantly.'
With this approach, the team leverages their diverse strengths while being held accountable to achieve sustainable business practices.
Learn from successful businesses
Watch, ask and listen to the best (in business or outside) about what you can do to improve. It's a trend in professional sports. And it's precisely what Italian tennis player Jannik Sinner did when Novak Djokovic beat him a few years ago.
Sinner's coach asked World Champion Djokovic what the young player needed to do to improve his game. Djokovic told him four key things. Sinner went away and worked on each. In January, the Italian won the Australian Open, smashing multiple records.
In the business world, Abdullah takes inspiration from industry leaders renowned for their commitment to sustainability—namely, the CEOs of Patagonia and Chobani. Patagonia is a trailblazer in sustainable outdoor apparel and operations. Chobani is a yogurt company focusing on social responsibility.
Abdullah explains 'these leaders have demonstrated the transformative power of sustainable practices over the years and, in part, inspired our dedication to navigating markets ethically, acquiring businesses with purpose, and identifying new opportunities that align with Pablo & Rusty Coffee's vision. We are making a positive impact while expanding into new markets and product lines.' The tactic is something all business owners can and should do. Look around and see what the successful ones are doing. But don't copy it; make it your own.
Lead the market for sustainable business practices
Pablo & Rusty Coffee's strategy revolves around owning the community and sustainability space. Abdullah emphasises the importance of 'offering not only delicious coffee but also making a positive impact'. The company aims to capture a market share by aligning with consumers' evolving preferences. The reward is sustained growth and increased market share in a highly competitive market.
Use Market Data and Trends to Drive Innovation
Pablo & Rusty’s have a straightforward approach to innovation. ‘It is understanding customer preferences and staying ahead of market trends’ said the CEO. To do this, the team keeps a close eye on data and market trends, experimenting with new ideas and products to stay innovative. Take Pablo & Rusty’s recent push into specialty coffee concentrate, tapping into the summer iced coffee trend.
Get Serious about the Environmental Impact of the Supply Chain
Abdullah highlighted the company's strong commitment to sustainability. Their decision to become Climate Active certified and contribute 1% of revenue to the planet reflects a genuine dedication to making a positive impact.
Consider Climate Active Certification
Climate Active certification sends a clear signal to your clients, customers and stakeholders; for Pablo & Rusty's, it demonstrates that this coffee producer is committed to sustainability, innovation, and industry progression. 'These initiatives take commitment but make us look at our business holistically. I'm very proud of initiatives like these,' explained Abdullah.
Acknowledging the environmental impact of coffee production, the CEO described the company's efforts to minimise its footprint. Most notably, the business is adopting regenerative practices and improving coffee sourcing.
The future
Challenges and Future Outlook
Looking forward, Abdullah acknowledged both general and industry-specific challenges, including inflation and staffing. 'Remaining true to the company's values while navigating commoditisation and pricing pressures poses a unique challenge. We are combating this by being dynamic and adaptable and investing in continuous learning for individuals and teams.' It's a process that takes commitment and experience. Done well, you position your business for long-term success. It's something Tomorrow Strategy Co. supports SME leaders with each week, and we are seeing the positive results repeatedly. You can read our latest case study here.
Building Dynamic Capabilities for the Future
Pablo and Rusty's vision is the future belongs to those with dynamic capabilities. Abdullah said this involves 'an obsession with the opportunity space, a commitment to constant learning, and embracing technology rather than fearing it'. To achieve its goals, the company is actively transitioning its mindset, encouraging a changing culture, and rewarding employees for adaptability and irreplaceability.
The Delicious Path to a Better World
Pablo & Rusty’s Coffee's business strategy revolves around the ‘pursuit of deliciousness and positive impact’, Abdullah concluded. By staying true to its values, embracing innovation, and maintaining a strong focus on sustainability, the company aims to carve a path toward a better world, one sip at a time.