Innovation

The Stone Store has always had a goal of reducing packaging and waste, especially non-compostable and non-biodegradable waste. They didn’t possess containers or bags of any kind in store, which meant that customers who didn’t bring their own, would not be able shop there. While a contentious business decision, that didn’t stop the two co-owners from applying their vision to the organization. This approach during the building period of the business showcases how committed they were to their ideas.

During the 48 years The Stone Store has been in business, they have been encouraging their customers to bring their own containers for the produce and products they were purchasing. Following the same zero waste policy, they make sure to compost all their unsold vegetables. They also give their customers the option of buying products in bulk, which greatly reduces the use of packaging material. The Stone Store fully embody the zero waste policy and are focusing their energies on constantly looking for new ways to make their store a more sustainable place.

After the counterculture development of the late 60s, The Stone Store became one of the first companies to start using sustainability methods in an effort to promote responsible production. The two co-owners made sure that their company promoted responsible production and consumption. This effort related to the aims and goals of both the co-owners’ mission in business, and Goal 12 of the UN SDGs; which aims for responsible consumption and production. Their rule of working mainly with organic and local producers also helps fulfill SDG 3, which promotes good health and well being.

Inspiration

The Stone Store generated its idea of reducing packaging and waste in their pursuit of sustainability. Unlike businesses that only want to maximize profits, The Stone Store puts its emphasis on organic, local trade and ethical production. Our interviewee has stated that they “will be without bananas sometimes, because [their] produce manager would only buy [bananas] them when they’re not from companies who have terrible standards for their working staff”. . As a local food store, The Stone Store is always trying to be eco-friendly and do some things differently. They want to be more sustainable and responsible for the community.

The environment was a key motivator when implementing their original idea, and has an impact on their final decisions. When asked what her and her business partner's primary motivation was, store co-owner Brenda Aherne replied "we didn't (have one), we kind of came up with these ideals, and we evolved." In the city of Guelph, there are already a few different businesses in the community who have spearheaded initiatives to increase recycling and save energy. The Stone Store wanted to implement a community feel in their store. The University of Guelph also played an important role during the inspiration stage, as the University provided it’s support and knowledge into sustainable and healthy living.

Overall impact

The Stone Store’s innovation not only supports the local community, but it also supports their own business. The business is popular in the community with people walking in from the time they open, till close. Many of their customers even come from remote places. Throughout its existence, The Stone Store has aimed to contribute to the local economy as much as it can, which is aided by the support that comes from local customers in the Guelph community and beyond. Although once only a food store, The Stone Store has expanded into common household goods as well. Their zero waste innovation makes them different from other businesses in the industry and shows them to be responsible and sustainable. This is something which customers will look kindly on and trust the business, making them more willing to buy products from there. The respect and support received from the customers is what helps The Stone Store remain profitable.

In addition to this, their innovation also provides services to the local economy. In addition, people in the community can get foods which are beneficial to their health. There are some customers that do not trust organic foods imported from other countries because those foods are not coming from a trusted source. However, The Stone Store has built a credible supply chain with local farmers to ensure they sell reliable, organic and fair trade products.

The Stone Store’s innovation also contributes to the local environment, since their “zero waste” policy encourages their customers to bring their own containers. Therefore, the need for extracting materials which may be needed to produce new plastic bags can be reduced. Also, it can help to save the energy use in the production process. Besides that, Stone Store uses paper bags to replace the traditional plastic bags, which are more environmental friendly.

Considering how their innovation impacts on the short-term efforts, we know that The Stone Store can make more profits since the innovation brings more loyal customers to them. They can generate more money in the short-term. In addition, they also provides healthy foods and good services to the local people. In the long-term, The Stone Store puts more emphasis on supporting local agriculture. They built supply chains with local farmers and get their produce almost strictly from them. This also proves to their customers that they can guarantee the food quality.

Business benefit

The Stone Store’s emphasis is on organic, local and fair trade by offering a wide selection of organic and natural foods such as produce, personal care products, bulk and packaged foods, and supplements, etc. Customers who have a high standard for food quality, as well as people with a strong sense of environmental protection, choose to come to the store for consumption. As mentioned by the co-owner in the interview, they even have customers who came from Ottawa the day they started the business. On this basis, the store successfully attracted increasingly more consumers through the rich choice of goods.

In addition, by working with a small independent local business, the Stone Store can maintain the food quality standard and meet the consumer’s expectations. It’s beneficial for the stores long-term operation to reduce any potential cost.

Social and environmental benefit

A sustainable business strategy can not only bring considerable economic benefits to the company but also make a deep impact on the environmental footprint. The Stone Store no longer provides plastic bags to customers and encourages them to bring their own to reduce waste. They pay additional $400 a month to ensure the cardboard from the store is being recycled properly. Also, the store composts any vegetables that aren’t sold to limit the chemical usage and reduce the packaging to get rid of the non-degradable material. This is to ensure the goal of reducing waste and the sustainable development goals are met. Most importantly, they identified with the good health and well-being SDG by supporting ethical agriculture that is good for consumer health and the environment. The Stone Store helped to reduce energy consumption, clean the soil and conserve water. In terms of societal benefits, the company’s donation to charities solved the temporary social problem and helped people in need. Also, the store has built a social network within different communities where local companies are able to come together and share ideas and innovations.

Interview

Brenda Aherne, Co-owner