Guiding Michigan Businesses Toward Smarter Climate Action
Fresh Coast Climate Solutions is a Michigan-based climate consultancy that aims to help organizations across sectors implement sustainable, equitable, and economically viable climate strategies. Founded on deep expertise in greenhouse gas inventories, carbon mitigation, ESG, water stewardship, and circular economy principles, the company provides technical support and strategic guidance to businesses and municipalities navigating the energy transition. Fresh Coast has partnered on projects ranging from municipal benchmarking in Flint to advanced battery development in collaboration with American Battery Solutions. SBN Detroit interviewed Jenny Oorbeck and Josh Brugeman, co-founders of Fresh Coast Climate Solutions, to discuss the company’s current priorities, lessons from its recent projects, and how small and mid-sized businesses can build effective climate strategies in a fast-changing policy and economic landscape. Q: What is the impetus behind Fresh Coast Climate Solutions? Oorbeck: We launched Fresh Coast three years ago with a sense of urgency. The climate crisis felt personal and immediate, and we wanted to take the reins into our own hands. From the beginning, we focused on building a company culture grounded in bold, transformative action. That means not being afraid to push boundaries, not say no to pilot projects, and work only with partners who share our ambition and urgency. Our goal has always been impact at scale, not incrementalism. Brugeman: We’re very deliberate about engaging in projects that move the needle. That includes deploying transformative technologies, piloting new programmatic approaches, and pursuing strategies that can meaningfully shift the trajectory of climate and sustainability efforts. We’re not interested in business-as-usual—we want to help organizations lead. Q: What are the most common climate-related challenges businesses in Southeast Michigan are facing right now? Oorbeck: We’re seeing a consistent challenge among small and mid-sized enterprises. Many are under pressure—from customers, employees, and supply chain partners—to demonstrate meaningful climate action. But they often lack the bandwidth, technical knowledge, or financial resources to respond effectively. New regulations, evolving standards, and growing stakeholder expectations can feel overwhelming. They need help making informed, strategic, decisions that advance both their sustainability and competitiveness. Brugeman: For many of these companies, sustainability is becoming a prerequisite for doing business, especially if they’re part of larger supply chains. Increasingly, their clients are demanding emissions data, decarbonization strategies, and ESG transparency. The risk is real: Suppliers that don’t adapt could lose out on future contracts. That’s why we emphasize not only environmental stewardship, but also economic competitiveness and operational resilience – things like reducing energy costs or preparing for power disruptions and extreme weather events. Q: Once businesses are ready to act, what barriers tend to prevent meaningful progress? Oorbeck: The most common barriers are capacity and resources. In smaller organizations, sustainability is often an added responsibility for someone already juggling multiple roles. Without a dedicated team or financial backing, the work can stall. That’s why our Michigan Climate Wise Business Program—funded by the Erb Family Foundation—focuses specifically on helping these under-resourced companies move forward. We provide access to expert guidance so they can prioritize and implement practical solutions. Brugeman: I’d also highlight two major gaps: technical expertise and access to capital. Many businesses know sustainability is important, but they don’t know where to start. That’s where engaging external experts can make a difference. We encourage companies to look for “no-regrets” projects—efforts that cut emissions, save money, improve efficiency, and position them for future success. Q: Are there misconceptions you regularly encounter when it comes to emissions, ESG, or water stewardship? Brugeman: One of the biggest misconceptions is around timelines. Many leaders focus solely on short-term paybacks, but climate action is a long game. Sustainability isn’t just a “nice to have”—in larger organizations, it’s already embedded into operations, tied to financial incentives, and closely monitored at the executive level. Smaller companies don’t always realize how deeply integrated these issues have become, and that disconnect can be costly. Oorbeck: Agreed. Another misconception is that the pressure to act will fade, or that a few small gestures are enough. The reality is that some companies risk being dropped as suppliers if they can’t demonstrate credible sustainability progress. We need to move the conversation beyond quarterly goals and toward long-term impact. This is the defining business challenge of our time. Q: How does Michigan’s regional identity shape the way companies need to approach sustainability? Brugeman: Michigan has a unique responsibility and opportunity. We sit at the center of the largest freshwater system on the planet—yet we undervalue and underprotect this critical resource. Water stewardship should be a defining focus for our region. We also have deep roots in heavy manufacturing, which has been the economic backbone of the state. As the global economy shifts toward decarbonization, Michigan is positioned to lead—but only if we commit to building a cleaner, more sustainable industrial base. We’ve excelled at making things. Now we need to excel at making them responsibly. Q: You’ve worked with municipal governments on decarbonization strategies. What can businesses learn from those efforts? Oorbeck: I started my career in the public sector, and at times cities have led the way in sustainability, especially when support at the state or federal level has wavered. Cities began developing climate action plans more than two decades ago. Businesses can learn from those experiences: how to build internal teams, engage stakeholders, and set meaningful targets. At the same time, municipalities can learn from the agility of the private sector, especially in deploying solutions quickly. Brugeman: One thing the public sector does well is plan for the long term. That mindset is essential for climate action. Conversely, the private sector often moves faster and embraces innovation more readily. If each sector borrows from the other, we can accelerate progress. Q: What recent projects are you especially proud of and what lessons might they offer to other Michigan businesses? Brugeman: One is our Michigan Climate Wise Business Program. In partnership with Centrepolis Accelerator and supported by the Erb Family Foundation, we provide sustainability and climate services to small and mid-sized businesses that lack the internal capacity to
Perspective on Eliminating Food Waste
DANIELLE TODD, IS THE EXECUTIVE DIRECTOR OF MAKE FOOD NOT WASTE Landfilled food is one of the primary sources of climate change due to two main reasons. First, food decomposing in landfills emits methane, a greenhouse gas 25 times more potent than carbon dioxide. Second, landfilled food represents a waste of land, water, and transportation resources that cannot be reclaimed. Given the substantial volume of food we send to landfills, methane emissions are skyrocketing and our resources are depleting at an alarming rate. Annually, Michiganders discard more than 2 billion pounds of food, resulting in approximately one-third of our landfills being composed of food waste. This excessive waste leads to the negative impacts of extreme weather such as flooding and power outages. It deteriorates air quality, threatens our food supply, and endangers vital plants and animals. Consequently, the State of Michigan, along with the U.S. government and the United Nations, has set a target to halve food waste by 2030. However, with 2 billion pounds of food still being landfilled annually, achieving this goal within six years presents a major challenge. Despite the fact that the problem is so great, eliminating food waste from our landfills is not all that difficult compared to other climate-related changes we need to make. Yes, it’s something we all must do, but it’s also something we all can do. According to the United Nations, more than half of the food waste comes from our homes. That means all of us can make a huge difference in this issue by changing how we handle food in our kitchens. For a fun way to get started, join our 7 Day Food Waste Challenge. You’ll learn the basics and begin to set up some habits that will drive down the amount of food you throw away. Of course, food waste happens outside of homes too. And if we’re going to reach the State’s goal in less than six years, we need a concerted plan. That’s why Make Food Not Waste has launched The 2030 Project, focusing on Southeast Michigan, the region with the highest population density. Concentrating efforts in this area is strategic, given that a larger population corresponds to greater amounts of waste. The project’s objective is to divert all food waste from landfills in the top 15 cities in the region. By collaborating with 17 local and national partners, Make Food Not Waste is crafting a detailed plan incorporating best practices in food waste reduction from across the country. The project’s approach underscores two critical principles: first, there is no singular solution to food waste. Second, we can only stop food waste by working together. While skeptics may argue that completely eliminating food waste from landfills is unattainable, we feel otherwise. It does not require the invention of groundbreaking technology or a defiance of natural laws. Rather, we simply need to stop throwing our food in the garbage. While establishing infrastructure, logistical frameworks, and educational programs pose challenges, they are not insurmountable. The alternative—continuing to waste our resources and make our planet hotter – is not something we can live with. Learn more at www.makefoodnotwaste.org. Be sure to subscribe to our newsletter for regular updates on sustainable business practices in and around Detroit.
Implementing Sustainability Initiatives is Crucial in Today’s Business World
CONNIE LILLEY IS THE EXECUTIVE DIRECTOR OF DETROIT 2030 DISTRICT You may be missing out on growth opportunities if you’re a business that has yet to jump on the sustainability train. I’m sure you’ve heard the word “sustainability” before, but what exactly does that mean to your business? That’s the question all individual companies need to ask. PEOPLE, PLANET, AND PROFIT The well-known triple-bottom-line theory is just one of many theories floating around today. But, the most basic question that all businesses need to ask is: How is my company benefiting People, Planet, and Profit? No matter what program, theory, or process a business intends to follow, there’s one sure thing – getting started can be the hardest part. But, if you are a company that is just getting started, it’s easier than ever to create a sustainability plan for a business. Companies no longer have to reinvent the wheel when writing a sustainability plan. Other businesses have created many programs and published sustainability plans to help lead the way and share best practices. While sustainability means different things to different organizations, there’s no denying that implementing sustainability initiatives can help a company’s growth in more ways than just environmental stewardship. While that is the main focus of sustainability, let’s not forget about the economic benefits as well. A company that reduces utility costs can put that savings into hiring more employees, spurring economic development. Sustainability plans should be a part of any business operational plans. Here are some of the benefits of getting started. SAVE MONEY ● Reduce the cost of transportation to and from landfills ● Reduce your operating expenses when you use less energy and water ● Reduce your stormwater runoff fees Reduce your company’s carbon footprint ● Lowering greenhouse gas emissions by reducing energy and water consumption ● Installing gardens or green roofs to manage stormwater runoff ● Reduce transportation emissions to and from landfills and local traffic Increase your revenue: ● Increase positive public relations and marketing by promoting your company’s sustainability efforts ● Increase sales by offering sustainable products to your customers ● Create a healthy building to attract quality tenants to increase rent ● Provide a healthy environment for employees and thereby reduce sick days The steps described above are not always easy to implement. If you own or manage a building, creating a high-performance building takes focus and commitment. Organizations such as 2030 Districts are forming across North America to assist facility managers and owners with tasks such as tracking and managing water and energy consumption, offering educational opportunities, sharing best practices, and more. Most 2030 District programs are free or cost-effective compared to hiring a consultant or company to assist. For more information and to find a 2030 District in your city, visit www.2030districts.org. Be sure to subscribe to our newsletter for regular updates on sustainable business practices in and around Detroit.
