Henry Rich is the managing partner of the Oberon Group, a hospitality group based in Brooklyn and the Catskills that includes Rucola, June, Anaïs, and Rhodora, a carbon-neutral zero-waste natural wine bar, among other projects. In this episode, he breaks down why most “green” work happens behind the scenes, how to build team buy-in when sustainability adds friction, and what it really takes to run a mission-driven business without burning out or going broke. He also shares why their most successful differentiators were not the sustainability claims at all, but what happened once the team was empowered to lead.

Takeaways

• If the food and experience aren’t great, marketing won’t save you
• Most sustainability work isn’t “legible” to guests, so don’t rely on it as the hook
• Start with the biggest lever: composting and separating organics from landfill
• Zero-waste adds steps to an already hard job, so buy-in is the real work
• Don’t impose a mission top-down; recruit people who opt in
• Removing layers of hierarchy can reduce resentment and increase ownership
• You can pay people more by widening roles and running lean per cover
• Low waste choices can force menu constraints, so balance ideals with viability
• Push vendors to change small things (packaging, tape), and they will often adapt
• Focus spend on getting the room, service, pricing, and execution right
• A clear mission can invite other missions in: pop-ups, mutual aid, and community support

Want to connect directly with industry thought leaders like today’s guest?

MAJC built a community of hospitality professionals, where insights and tools help drive sustainable, profitable businesses. To get early access to the MAJC community, sign up at www.MAJC.ai.

Mateo Kehler is the co-founder and head cheesemaker of Jasper Hill Farm in Vermont, a pioneering social enterprise dedicated to rural economic development through world-class artisan cheese. Built alongside his brother Andy, Jasper Hill has become a model for how independent food businesses can remain value-driven, profitable, and deeply rooted in place. In this episode, Kehler shares how cheese became a vehicle for community regeneration, why independence matters more than scale, and how systems, collaboration, and outrageously delicious products can reshape broken commodity markets.

Takeaways

• High-value food can reclaim wealth from extractive commodity markets
• Independence allows businesses to stay values-driven, not purely economic
• Meaningful work requires connection to place and people
• Grow laterally through collaboration instead of scaling vertically
• Premium pricing must reflect the true cost of production
• Quality is non-negotiable, values only work if the product is exceptional
• Partnerships can unlock capital without sacrificing control
• Systems remove ego from craft and create consistency
• Data enables better decision-making across production and finance
• Separate personal identity from product decisions to lead more objectively
• Paying farmers a living wage stabilizes entire communities
• Transparency builds trust across complex organizations
• Asking for help strengthens leadership
• Long-term sustainability requires profitability and discipline
• Innovation and tradition must evolve together

Want to connect directly with industry thought leaders like today’s guest?

MAJC has built a community of hospitality professionals, where insights and tools help drive sustainable, profitable businesses. To get early access to the MAJC community, sign up at www.MAJC.ai.

Tina and David Schuttenberg are the husband-and-wife owners behind Kwei Fei and Beautiful South in Charleston, part of Always Awkward Hospitality. After a series of failed restaurant jobs and relocations, they built a punk-rock Sichuan pop-up with a devoted following, which eventually became two distinct brick-and-mortar restaurants. In this episode, they talk about turning misfires into momentum, running lean without outside investment, dividing roles as partners, building culture intentionally, and staying true to their convictions.

Takeaways

• Failure can be the foundation for your strongest concept
• Pop-ups work best when treated like real businesses, not side projects
• Staying in your lane protects both brand and marriage
• Run lean and frugal when outside investment isn’t an option
• Growth should be intentional, not rushed
• Strong brand conviction builds loyal, self-selecting guests
• Culture must be rebuilt when you move neighborhoods or concepts
• Hiring for fit matters more than hiring for experience
• Training starts with systems before philosophy
• Restaurants don’t need to be for everyone to succeed
• Community engagement works best when it’s structured and meaningful
• Accessibility, inclusivity, and respect must be intentional
• Marketing and design are revenue tools, not decoration
• Survival mode eventually has to give way to sustainability
• Collaboration can be a healthier growth path than expansion

Want to connect directly with industry thought leaders like today’s guests?

MAJC has built a community of hospitality professionals, where insights and tools help drive sustainable, profitable businesses. To get early access to the MAJC community, sign up at www.MAJC.ai.