Roy Spence, Author, It's Not What You Sell, It's What You Stand For, Chairman, GSDM/IdeaCity, CEO,
The Purpose Institute, Fedele Bauccio, CEO and co-Founder, Bon Appétit Management Company, and Illumination/Story: Eric Ryan, co-Founder, method, discuss how they find a higher purpose in their business.
Fedele Bauccio cofounded Bon Appétit Management Company, which provides food service to corporations, universities, and museums in 32 states, in 1987. Fedele and Bon Appétit have revolutionized the food service industry both by introducing fresh, made-from-scratch food to the contract market and by pioneering environmentally and socially responsible practices designed to create a more sustainable food system.
From the beginning, Bon Appétit has been committed to the health of its customers, striving for the freshest ingredients, banning MSG, moving to canola oil. The launch of our Farm to Fork program in 1999 (long before locavore entered the dictionary) marked the first of our many commitments to widening that focus to the communities in which we operate, and to the planet itself. Bon Appétit is the first food service company to commit to serving only seafood that met Seafood Watch sustainability guidelines (in 2002), to reducing antibiotic use in farm animals (2003), to serving only rBGH-free milk (2003) and cage-free eggs (2005), to tackling food¹s role in climate change (2007), and to addressing farmworker rights (2009). Most recently, Bon Appétit announced a comprehensive animal welfare plan, including switching to 100% humanely raised ground beef (effective immediately) and to phasing out all pork raised with gestation crates by the aggressive date of 2015.
Fedele's work has been honored by many nonprofit and industry groups. Most recently, the International Association of Culinary Professionals bestowed its Lifetime Achievement Award, and the James Beard Foundation recognized his contributions with one of its inaugural Leadership Awards, along with First Lady Michelle Obama and eight others. The Natural Resources Defense Council chose him for its first Going Green Award, in 2009, and in 2007 he was named a Seafood Champion by Seafood Choices Alliance. From 2006-2008, he served on the Pew Commission on Industrial Farm Animal Production. He is currently a board member of Compass Group North America. Fedele graduated from the University of Portland with a master's degree in business administration in 1966 and a bachelor's degree in economics in 1964.
Eric Ryan makes soap. Really nice smelling soap that’s non-toxic and good for the planet. It’s really beautiful, too. He and his high school buddy Adam started method in 2001 and have since built it into a global industry leader— a brand that was ranked the 7th fastest growing company in America by Inc. Magazine in 2006 and received the 2011 AIGA Corporate Leadership Award. Today, method has over 100 planet-friendly cleaning products in stores across North America, Europe, Australia and Asia.
Eric has been named an eco-leader by Vanity Fair, a Food & Wine Tastemaker, an eco-revolutionary by Time Magazine, PETA’s Person of the Year, and one of People Magazine’s Sexiest People Alive. Okay, that last one’s not really true, but the others are. Eric lives in the San Francisco Bay Area with his wife Ingrid and three children Anya, Matias and Anders, all of whom think he is a rock star on Guitar Hero.
Roy Spence is Co-Founder and Chairman of GSD&M, a national and leading marketing communications and advertising company.
He is also now Co-Founder and CEO of The Purpose Institute, a consulting firm whose purpose is to help people and organizations discover and live their purpose. Along with Haley Rushing, Roy co-authored the Wall Street Journal bestselling book, It’s Not What You Sell, It’s What You Stand For: Why Every Extraordinary Business is Driven by Purpose.
Under Roy’s leadership, his agency has helped grow some of the world’s most successful brands like “Don’t Mess with Texas”, Southwest Airlines, Wal-Mart, DreamWorks, the PGA TOUR, BMW, the U.S. Air Force, LLBean and the Clinton Global Initiative. Roy has been a trusted advisor to legendary leaders including Sam Walton and Southwest Airlines founder, Herb Kelleher. His council has also been sought by U.S. presidents and leaders in the State Department and Department of Defense.
Roy has been named Ad Man of the Year and Idea Man of the Century.
Roy has been married 33 years and has three children--Courtney, Ashley and Shay. He is a member of the board of directors of the Conscious Capitalism Institute, the Lyndon Baines Johnson Foundation and is a Distinguished Alumnus of the University of Texas.
And finally, Roy’s passion is entrepreneurship. He deeply believes that entrepreneurship is the Miracle of America. His mantra is “Don’t Do Mild” in work or life; follow your dreams, follow your passion and follow your purpose.