Shame on Me

Martin, a good friend of mine said last year, I’ve found a good source for sustainable packaging right here in Tel Aviv. You should check it out..

I did check it out. Immediately. And placed an order shortly thereafter. Our soul food kitchen has been largely plastic-free since then. But this story is not a “toot-our-own-horn” story. It’s more of a confession about how good intentions can go south.

I’ve spent my entire professional career devoted to sustainability. Written books about it. Lectured about it. Taught about it. So, sure, when we started Etzlenu, there was no question that the business would embrace principles of environmental stewardship. All the food was going to be locally sourced and organic. We would be carbon neutral. We would not use plastic, especially when it came to packaging.

And then, before you realize it, you are caught up in a million different things trying to roll out a new business. It’s not that these principles get shunted aside. It’s more like they get lost in the shuffle of all the other cards being played. I remember researching non-plastic, environmentally-friendly food containers in Israel. It was a cursory search. I gave up on finding something before I really tried. And so my friend put me to shame by finding a source for me.

I’m not proud of that moment. Not by a long shot. But I am deeply grateful for the effort of my friend — and others like her — for reminding me of a greater good that lurks just outside my kitchen. It helps put the soul in our food.