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that started out with the jar and then turned into a big sustainability conversation." But can a company get so
focused on sustainability and non-bag packaging that it starts to lose focus on the bottom line? Ferguson of Heroes, a company built on the goal of support- ing charity organizations, says that losing touch with financial viability is a very real threat to any compa- ny looking to do good— or just looking to pursue unique ideas. He recom- mends keeping sustainabil- ity in mind, not just when considering environmental impact, but also when it comes to accounting. "You can get tied up in the emo- tion around your idea and lose sight of the fact that if you're really going to
help somebody and make a difference in your com- munity, you need to run an effective business that turns a profit and is suc- cessful," he says. "Make sure you stay true to all aspects of sustainability." That's key advice for any-
JARRING: North Carolina-based Merry Oaks started using its unique containers as a cost-cutting effort.
one exploring alternative packaging. Dealing with the logistics requires creativity and shrewd business deci- sions. But the payoff—if planning and execution are handled properly—can be huge, even brand-defining. "The idea is to empha- size that your product is not a commodity product but an artisanal one," says McGovern. "If your packag- ing does that, I think you've achieved a very important goal of setting yourself apart."
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