​Sustainability Meets Strategy: Why the Future Belongs to Smart Businesses

In this episode of TheMorePeople Podcast, we were joined by Richard Bond, a seasoned leader in agri-food and sustainability, with a career spanning over 25 years. Hosted by MorePeople CEO Andrew Fitzmaurice, this conversation dives into Richard’s journey through commercial, supply chain, and sustainability roles, and how he’s now helping businesses transform through his consultancy Aethr Associates.

This isn’t your average “greenwashing” chat. It’s a pragmatic look at how businesses in food, farming, and beyond can build sustainability into the core of their strategy, not bolt it on as an afterthought.

From Supply Chains to Strategy

Richard’s career started on the MDS graduate scheme, leading him through sales, procurement, and ultimately supply chain leadership at Natures Way Foods. He later became CEO of The Summer Berry Company, growing berries across the UK and Portugal.

Now, alongside his co-founder, Richard runs Aethr Associates, a consultancy helping businesses navigate the complex (and often chaotic) landscape of sustainability.

“We’re not here to impose a model,” Richard explains. “Every business has different aspirations, constraints, and opportunities. Our job is to facilitate and support, not dictate.”

Sustainability Isn’t Just About Ticking Boxes

Sustainability can be confusing - where do you start? What do your customers expect? What even counts?

Richard and his team begin with workshops and strategy sessions, helping boards and leadership teams set meaningful, commercially aligned sustainability goals. Then comes the delivery phase: project management, resource planning, and accountability.

“We approach it with a project management mindset,” says Richard. “Break down the goal, assign responsibilities, manage timelines. That’s how progress is made.”

Some of their clients ask them to stay involved for the long term, acting as part of the governance structure, making sure the plans don't just sit in a drawer, but actually get delivered.

“The fundamentals of good sustainability? Strategy, ownership, commercial alignment and proper execution.”

Compliance vs. Transformation

One of Richard’s best observations in this episode is how sustainability roles sit on a spectrum, between compliance (box-ticking, governance, audit) and transformation (innovation, project delivery, culture change).

Finding talent that straddles both ends of that spectrum is tough.

“Sustainability has been one of the fastest-growing job sectors over the last few years,” he says. “But businesses still aren’t sure what kind of people they need - analysts, project managers, strategists?”

Often, the best teams are blended, part compliance, part transformation, especially as the demands from retailers and regulators increase.

The Bigger Picture: Risks, Returns & Resilience

Richard stresses that the stakes are high, and getting higher:

• Water shortages in southern Europe

• Ethical and labour risks in supply chains

• Carbon reporting obligations

• Scope 3 emissions and retail scrutiny

For food and farming businesses, these aren't abstract ideas - they’re tangible threats to profitability.

“Sustainability isn’t a CSR nice-to-have. It’s about risk mitigation, supply chain resilience, and long-term competitiveness.”

And for businesses feeling overwhelmed by where to start? Richard’s advice is simple: start small but start smart. Don't get lost in carbon calculators and software too soon, focus on setting a realistic strategy you can actually deliver.

Robots, AI & The Future of Agri-Tech

Outside of Aethr, Richard supports Fieldwork Robotics, who are developing a raspberry-picking robot. It's part of a bigger move toward automation in agriculture where AI is starting to catch up with mechanical capability.

“The hardware's been there for years,” says Richard. “It’s the ‘brain’ that’s been lagging. But with AI moving so fast, I think we're on the cusp of real transformation.”

He acknowledges that robotic picking won’t replace humans overnight. But a hybrid model, people and robots working together, is likely where the industry’s heading first.

What’s Next?

Looking ahead, Richard sees a future where sustainability, technology, and commercial strategy are completely interwoven - not siloed into separate departments or functions.

“The goal is for sustainability to be so embedded, you can’t separate it from the business strategy. That’s when it really works.”

With his blend of commercial experience and forward-thinking mindset, Richard is helping businesses get there step by step.