I buy “dirty” companies and clean them up to help build a greener tomorrow.
By Rob Safrata
As the world grapples with an environmental crisis of unprecedented proportions, the call for sustainable solutions has reached an all-time high. My journey toward sustainability began with a pivotal moment sparked by my partner, Jacqueline Koerner, a lifelong environmental advocate. I recall her poignant question upon my acquisition of Novex Delivery Solutions, one of the largest same-day couriers in the Lower Mainland, Canada, in 2000: “What are you doing buying such a polluting business?” To which I replied in a moment of realization: “Because I can clean it up.” And that has become my life’s work. I buy “dirty” companies and clean them up.
In that spirit, I acquired West Coast Sightseeing in 2009, and it has grown to become one of the largest tour bus operators in Vancouver, Niagara, and Seattle. Operating under Coast to Coast Experiences, we’ve incorporated electric tour buses and developed a robust social hiring program. In 2015, I became CEO of Changequity, which buys high-carbon companies and transforms them into restorative, market-leading green businesses.
My path toward sustainability was not without challenges. In the early days, pre-Al Gore, I had trouble rallying support and enlisting champions. Yet, armed with a solid commitment to environmental responsibility, my team at Novex Delivery Solutions and I made significant strides in reducing Novex’s carbon footprint by over 59% as of 2020 with the aim to achieve zero emissions by 2030 — successfully transforming from a high-carbon business into a leading green courier in Canada.
Navigating the balance between economic growth and environmental preservation emerged as a central question in my sustainability strategies. I adopted a pragmatic approach, demonstrating that sustainability need not come at the expense of profitability. By harnessing green and social initiatives, I demonstrated how businesses could simultaneously drive sales growth, reduce costs, enhance brand image, and mitigate risks.
Three Strategies Along the Sustainable Journey
Central to my sustainable journey are three key traits: adaptability, collaboration, and innovation. Recognizing the imperative need for change, we fostered a culture of sustainability, empowering our team and our customers to embrace new ways of doing business. For example, using internal greenhouse gas audits to understand sustainable impacts, Novex transitioned to hybrid and electric vehicles using vehicle wrap advertising programs and offsetting remaining emissions, earning a reputation as one of Canada’s greenest couriers while maintaining 11% earnings before interest, taxes, depreciation, and amortization. At Coast to Coast Experiences, we deployed vehicle-to-grid infrastructure and paved the way for medium- and heavy-duty vehicle owners to afford electric trucks and buses. We also added walking and biking tours and experienced significant sales growth over the next three years.
Businesses can have a profound impact in shaping a sustainable future under purpose-driven leadership. With vision, determination, and innovation, a greener tomorrow is within reach.
