The Power of Partnership: Key Reflections from SBC’s Sustainable Business Roundtable

There was one theme that surfaced again and again during SBC’s first Sustainability Roundtable in the Green Bay region: meaningful progress rarely happens alone.

Gathered around the table were sustainability leaders, operations teams, innovators, and community-minded businesses exploring one central question: How can partnerships help organizations achieve both sustainability and business goals while creating meaningful impact?

The conversation began with a welcome from Discovery Bay, followed by a powerful partnership story from Fork Farms — a story that perfectly illustrated what can happen when vision, persistence, and collaboration come together.

A Partnership Rooted in Possibility

More than four years ago, SBC Member Company Fork Farms headquartered in Green Bay, began with an idea: showcase what is possible through business partnership and innovation.

Fork Farms built its foundation by developing vertical hydroponic farming systems and curriculum for K-12 education, helping future generations learn about food systems and sustainability in a hands-on way. But one partnership opened the door to something bigger.

Another SBC Member, Rockwell Automation saw an opportunity to demonstrate the capabilities of its automation technology by operating a Fork Farms system inside an underutilized warehouse space at its headquarters in Milwaukee. Rockwell planned to fund the capital investment and donate the produce grown onsite.

As the concept evolved, Michael Hostad, VP of Impact Partnership at Fork Farms explored several operating models before approaching Feeding America Eastern Wisconsin with a new vision: use the produce to serve vulnerable communities with access to fresh, nutrient-dense food.

What stood out most was not just the partnership itself, but the persistence behind it. The model changed over time. The approach evolved. But Fork Farms never stopped nurturing the relationships they believed could help make the vision a reality.

It was a reminder that impactful partnerships are rarely linear. They require adaptability, patience, and a willingness to keep building. And a solid vision.

Building Internal Buy-In Matters - “Build Bridges of Trust”

Another theme that emerged was the importance of creating internal partnerships across organizations.

Brett Wetzel, VP of Sustainability and Innovation at  U.S. Venture, a member company, shared insights on leveraging partnerships both internally and externally to advance organizational sustainability goals.

One of the most resonant takeaways from Brett’s perspective was simple but powerful:

“It’s necessary to build bridges of trust.”

That means meeting people where they are, literally going to where they do their work, understanding their priorities, and listening before asking for support.

Rather than beginning with “Here’s what sustainability needs,” Brett encouraged leaders to first ask:

What matters to them? How can we (the sustainability team) help you?

Once organizations understand the goals, pressures, and motivations of different stakeholders, identifying sustainable solutions becomes far more achievable.

When discussing external partnerships, Brett also challenged the group to think beyond transactional relationships and instead ask: Who are the people and organizations that can help create a network of support?

That mindset shift, from individual projects to ecosystem-building,  sparked meaningful conversation around long-term collaboration.

Key Takeaways Shared Around the Table

As the conversation opened, participants exchanged practical insights and lessons learned from their own partnership experiences:

• Don’t be afraid to ask questions

• Build relationships across functions, especially with operations teams; you never know where allies will come from.

• Think more broadly about investments and how businesses can support one another in mutually beneficial ways.

• Include both internal and external stakeholders when problem-solving.

• Identify and leverage champions throughout the organization.

• Partner closely with sales teams to uncover sustainability storytelling opportunities and better understand client needs.

  

• Strategic partnerships can help organizations grow throughout the value chain.

• Leverage your network when challenges arise.

• Clearly define the purpose and value behind partnerships.

• Educate team members on the why behind sustainability efforts, not just the how.

• “Not right now” does not mean “no forever.” Be persistent and consistent.

• Consistency and trust are critical for advancing sustainability goals and building strong relationships.

• Don’t overlook your marketing team; sustainability wins can become powerful stories when shared appropriately.

• Be agile. Start small, prove the concept, and optimize from there.

• Build on your wins.

Moving Forward Together

What made this roundtable especially meaningful was the openness in the room. There was honesty about challenges, curiosity about possibilities, and a shared recognition that sustainability work becomes stronger through collaboration.

Whether through internal alignment, community partnerships, customer relationships, or cross-sector innovation, one thing became clear: Partnerships are not simply a strategy for advancing sustainability goals; they are often the catalyst that makes those goals possible in the first place.

We’re grateful to everyone who contributed to the conversation, to the community we continue to build, and look forward to continuing to learn, build, and grow together.

About Sustainable Business Council

At the Sustainable Business Council (SBC), we believe sustainability should drive business success, not sit on the sidelines. We partner with organizations to turn ambition into action through membership, consulting, and the Green Masters Program®.

Guided by our mission to accelerate the integration of sustainable practices into business, we are building a future where every organization embeds sustainability into its operations and strategy, fueling innovation, strengthening communities, and creating lasting environmental, social, and economic impact.

Discover more about the Sustainable Business Council and join us at an upcoming roundtable or event.

Ready to advance your sustainability goals? Book a meeting with our team or connect with us to start the conversation.