Innovation

To be included in this program, a product must meet two different requirements. First, the sourcing of the product must be verified as responsible, or it must contribute to waste reduction. Additionally, the product must arrive to customers in packaging that adheres to standards specifically laid out by the program. The items that are approved are often profiled in Scoop, a magazine published quarterly by US Foods that contains information about new and in-demand products, innovative recipes, and advice on how to maximize the success of a menu and restaurant.

Using recycled materials and sustainable packaging helps to reach the SDG of responsible consumption and production. This program also contributes to good health and well-being because it provides consumers with healthier and more organic choices and products that are not chemically altered, antibiotic infused, or contain GMO’s. Finally, the responsible sourcing and better harvesting practices helps protect and conserve both life on land and life below water.

Inspiration

The Serve Good program has seen substantial growth and increased exposure within the last three years. While US Foods has been working to incorporate more sustainable and environmentally friendly practices, the board of directors and senior management decided it was time to take it to the next level. They wanted to design a program that would not only increase their responsible sourcing and sustainability, but also reduce waste and the company’s ecological footprint. US Foods is a firm that takes pride in relying on teamwork, practicing what they preach, and believing they are the best at what they do. These philosophies have helped US Foods to continually innovate and create programs like Serve Good, which makes them superior to their competition. With the culture of consumers changing, restaurants and suppliers have begun to realize there is much more than just delivering any kind of food to their customers. Consumers now are much more conscious of what they are consuming and where that product comes from. This is what inspired US Foods to evolve into a more sustainable company.

Overall impact

The impact of the Serve Good program has already proved to be very successful within the business. US Foods has discovered that over 67% of consumers said they would have a better impression of a company if they were sustainable, and 80% of operators are curious as to where their products come from. With that being said, the Serve Good Program has done very well over the last couple years. When this program first started, they only had 24 products that met the requirements of the program. Now, that number has increased to over 300 items that meet the strict requirements of the program.

The long-term effects are still to come considering the program is so young, however, it is on track to be an outstanding accomplishment. The end goal of having all products Serve Good certified is what US Foods should continue to work at, and they should have no problem achieving this.

Business benefit

The Serve Good program benefits the company in a couple different ways. The first thing it helps the business with is becoming aware of the changing times and how sustainability needs to be incorporated into the whole business. This program is teaching them how it is possible to make new revenues off sustainable investments.

This also helps with customer retention. US Foods did a survey with their customers about who thought it was important to know where and how their products make it to them. Many suppliers use unethical and unhealthy methods to get products through and has caused many issues with the purchasers, so with this program it is possible to show them that they are receiving safe products and this will help to keep them satisfied.

The next way the Serve Good program is benefitting the business is reaching a whole new potential customer group. A survey done by US Foods shows that 67% of customers would have a better impression of a restaurant if they were sustainably aware and practiced sustainability in the restaurant.

Social and environmental benefit

The way this innovation Benefits Society is by providing healthy non-gmo food products to customers across the country. Many chemicals and unethical ways are used to get the most amount of product for the least amount of money. This has created unhealthy products for customers and Serve Good puts an end to this problem.

The Serve Good program benefits the environment as well. First thing it helps to do is to keep chemicals out of the ground and water. Serve Good does not allow any harmful chemicals to be used on plants so this allows to keep the fields and ground water clean. It also helps with managing responsible consumption and production. All of the packaging is required to be eco-friendly as well as minimal as possible. This helps keep trash out of our earth and makes it possible to completely recycle all packaging material.

Interview

Greg Ulreich, Territory Manager