PPB April 2019

philosophy—for a CSR program to work, the company and its associates need to have a genuine commitment to the cause. Consumers and even your own employees can tell if a business is only giving back to get a tax break or create some positive press. That outlook is not only cynical, but it’s also not sustainable, as employees are less likely to contribute to something they feel is ultimately selfish. Starting your CSR from a place of passion is crucial to making it a success. “Regardless of whether you’re a supplier or distributor, it’s vitally important to understand the difference between wanting to do this and being compelled to do it,” Burnett says. “Don’t make the choice in the name of getting more customers. Evaluate what’s important to the people working beside you and decide if there is something you collectively want to put some effort, energy and budget toward.” Why Companies Commit To Care The key word in CSR is “responsibility”: What your organization feels a responsibility to and for will dictate your program’s focus. As such, corporate sustainability can look very different fromone business to the next. There is no one right way to introduce corporate responsibility to a company, meaning each supplier and distributor can define what it means for themand concentrate on what they believe is most important. City of Industry, California-based supplier Sweda Company found its focus in 2016 at its national sales meeting. The company invited Dan Nevins, Iraq war veteran, double amputee and brand spokesman for outdoor equipment company Basecamp, to speak about his experiences and provide motivation to the team. “The theme of our national sales meeting was, ‘The Challenge: If it does not challenge you, it does not change you,’” says Kellie Claudio, senior vice president of sales andmarketing. “His perspective was a powerful motivator for my sales teamand inspirational for all Sweda employees.” The company quickly developed a partnership with Nevins, committing its CSR program to supporting his Warrior Spirit Retreat, a nonprofit that helps wounded veterans overcome their physical and mental challenges. At the PPAI Expo 2019 ® , Sweda put its responsibility program front and center when company leaders presented Nevins with a $100,000 check to support his foundation. To date, Sweda Company has donatedmore than $250,000 inmoney and product to theWarrior Spirit Retreat. “It has filled our hearts with tremendous joy to support this program,” Claudio says. While Sweda found its motivation in that way, supplier Above & Beyond in Irvine, California, found its purpose halfway around the world. “In 2003, my brother and I went to India tomeet with a factory, and we couldn’t believe the poverty and howmany children were on the streets,” says Paul Chaklos, sales manager. Upon learning howmany women and children in India were homeless and alone, they started working with an orphanage in the country, which eventually led them in 2005 toMercy Homes, an organization that has provided housing for at-risk youths for more than 100 years. “In 2008, we really understood how the programworked and decided to open our first Mercy Home in Tijuana, Mexico,” Chaklos says. Since then, Above & Beyond’s philanthropy has expanded even further, currently caring for 188 children in seven (Right) Fairytale Brownies founder Eileen Spitalny and her business partner David Kravetz try out the playground equipment purchased through its ongoing support of KaBOOM!, a national nonprofit. (Below) The pair take part in opening a playground which the company helped fund. FEATURE | Built On Purpose 26 | APRIL 2019 |