Back to Basics: How to Be a Sustainable Brand

First of all, you don’t have to be perfect. In fact, you don’t even have to be halfway there. You just have to be real.

One of the best things you can do as a brand is to admit where you’re still learning. Being open about your goals and what’s stopping you from reaching them goes a long way with customers. We’ll be the first to say that we’ve learned (and grown!) a lot in our own sustainability journey, which we dive into here.

Being honest is much better than making a broad marketing statement about your product’s sustainability while having zero receipts to back up the claim. In fact, the FTC Green Guide helps marketers avoid deceptive marketing statements, like saying that a product is compostable when only part of it is.

Honest > perfect. Always.

Let’s talk about suppliers. The company you choose to produce your packaging says a lot about your values. Here’s the ugly truth: Not all packaging providers are as transparent as you’d hope.

Here’s what to look for in a packaging partner:

• Transparency. Are they upfront about where their materials come from, even when it’s not glamorous?

• Documentation. Can they provide material testing results or third-party certifications when you ask?

• Curiosity. Do they welcome questions, share resources, and acknowledge what they don’t know?

• In-house production. Do they make their own packaging? That means they typically have more control over process and materials. This full ownership also makes them more accountable to claims of sustainability.

And here’s what to avoid:

• Overpromising. Watch out for vague “eco-friendly” claims without proof.

• Misleading labels. “Compostable” doesn’t mean “compostable in your backyard,” but that it’s industrial compostable. Also, “biodegradable” can be meaningless if not properly defined.

• Middlemen. If your packaging provider doesn’t make their own packaging, it can be harder to trace materials, implement changes, or get accurate info quickly.

Sustainability tracking doesn’t have to involve calculations, a full audit, and a team of data scientists. If you’re a small business, start simple. Like, spreadsheet-or-scribbled-notebook simple.

Document what you can—and just as importantly, what you can’t (yet). Creating a log of what you’re measuring now sets the stage for better tracking later. Think of it as a sustainability journal, minus the leafy graphics and inspirational quotes.

Here’s some beginner-friendly ideas you can track:

• Number of compostable/recyclable cups, lids, or bags collected for disposal.

• Weight of recycling or compost collected (weekly or monthly).

• Amount of coffee grounds donated or composted.

• Number of single-use items avoided (i.e. “X reusable cups used this month”). You can track how many customers are using reusable cups through a POS button or punch card.

• When switching to recyclable or compostable cups, compare usage to the number of landfill-bound cups purchased the previous year. Include an estimated diversion rate based on customer behavior and in-store bin placement (i.e., 75% of compostable cups were correctly diverted with proper signage and education).

Sustainability is a long game, so don’t stress about getting it all right from the get-go. Just start somewhere and improve as you go. It’s all about progress, not perfection!

Think of sustainability as a conversation, not a declaration.

Your customers want to know how to dispose of your packaging properly and why you chose recyclable over compostable. They want to feel like they’re part of your mission, so let them in on your journey!

Use your packaging, your website, and your social content to:

• Explain disposal methods in plain language

• Define any certifications or materials that customers might not know

• Offer tips on how they can reuse or recycle your products

• Celebrate your sustainability wins

When in doubt: If your grandma wouldn’t understand it, clarify it (unless your grandma is super into regenerative farming, or something).

Your compostable pouch isn’t going to save the planet on its own. (Sorry, pouch.) Therefore, sustainability needs to be embedded in your values, your operations, your partnerships, and your storytelling.

Before you jump to product swaps or packaging redesigns, ask yourself:

• What do we really stand for?

• Where can we reduce waste across our operations?

• How are we holding ourselves and our partners accountable?

• What does sustainability mean to our brand?

Spoiler alert: there’s no one right answer. But when you’re clear on your position, the decisions get a whole lot easier. Find partners that can help you answer these questions and support your sustainability walk.

Sustainability doesn’t always mean splurging on fancy materials or certifications. In fact, there are plenty of low-cost, low-effort actions you can take to make smarter packaging choices that align with your brand’s sustainability goals without draining your budget.

1. Before Ordering:

• Check local recycling or composting guidelines. Start by figuring out what materials are accepted in your area. This helps you choose packaging that can be diverted from the landfill and be recycled or composted.

• Compare sustainable packaging options. Ask about sustainable options right away. Many people think recyclable or compostable packaging is always more expensive, but that’s not always the case. For example, our recyclable bags are often priced similarly to non-recyclable options. Starting the conversation with sustainability in mind can uncover options that align with your values and help you position your brand more thoughtfully on your sustainability journey.

• Match your packaging to the right disposal logo. Not all kraft paper is compostable. Unless it’s tested and certified, that “eco-friendly” kraft paper could end up just being another type of waste. Always check for the right certifications (like ASTM testing) to make sure your packaging is doing what you think it’s doing. We offer a free disposal logo for each of our products and materials, which you can download here.

• Read the FTC Green Guides. If you’re making environmental claims on your packaging, follow the Federal Trade Commission’s guidelines. It’ll keep your messaging accurate, compliant, and most importantly, honest.

2. Before Printing:

• Test with samples first. Don’t skip this step! Try your product in the packaging before making a full order. This helps you make sure everything—from shelf life to performance to disposal goals—is on track.

• Order a physical proof. It might seem like an extra step, but ordering a proof can help you catch layout or print issues before you print a whole batch. It’s a little upfront cost that can save you time, money, and waste in the long run.

• Understand shelf life and storage. Know how long your packaging will last and make sure you’re storing it properly. Proper storage prevents spoilage, preserves integrity, and reduces the risk of having to throw away damaged packaging.

3. When Ordering:

• Choose the right size bag. Overpackaging is a huge waste. Picking the right size means less excess material and a more polished product presentation. Plus, your customers will appreciate the thoughtful touch when your packaging looks great.

• Buy the right quantities. Excess packaging takes up space and risks going to waste. At Roastar, we offer super-low minimums (like as few as 25 gusset bags and stand up pouches in Roastar Design Lab^TM) that lets you buy only what you need, saving you from unnecessary storage and potential expiration issues.

These small, low-cost steps will help you make smarter packaging choices while keeping your sustainability goals on track.

You don’t need to be a sustainability expert to build a sustainable brand—just a commitment to asking questions, making informed choices, and taking thoughtful steps forward. When your brand focuses on real, measurable impact—not just buzzwords—your customers will take notice.

And remember, sustainability isn’t just a brand effort, it’s personal. In Part 2 of this series, we’ll dive into small, sustainable actions you can take as an individual to further support your brand’s eco-friendly mission. Stay tuned!

Want a head start? Check out our Sustainability page for product recommendations, more learnings, and our own sustainability philosophy here at Roastar.