SUPPLY CHAINS, MARKETING AND INNOVATION

CREATING THE FUTURE TODAY

Every year, U.S. ranchers and ag retailers struggle to dispose of roughly 7.6 million empty plastic tubs produced by the feed industry. This isn’t a story about waste—it’s a story about opportunity. I helped lead a team to re-think and re-imagine the supply chain connecting Purina Animal Nutrition, its cooperative retail partners, their local communities, cattle producers and recyclers all over America. In other words, what if an empty plastic tub was just the beginning? 

The Purina Recycling Partnership is more than just a story about the future of our circular economy. It’s leading new thinking around how agricultural packaging is designed, engineered and used. It’s benefiting sustainability locally and nationally, and helping improve retailer and rancher profitability.

The partnership is helping evolve the systems and relationships connecting all aspects of the ag retail supply chain.

In its first year the partnership connected hundreds of retailers and ranchers, recycling millions of pounds of HDPE plastic.

In this effort I served as strategist, writer, creative director and producer. I named the partnership, coordinating with Purina marketing and Land O’Lakes supply chain leadership, as well as ag retailers and ranchers to capture the many facets of this operation in a coherent story. We developed a toolkit of video content—from previews to social teasers to a full length documentary—to aid sales teams, government relations, and retail partners as they expand participation and partnership adoption in the years to come.

The 60-second preview is above. Here’s the full, 7-minute documentary below.