Victor Melendez, former VP Marketing – Sustainability at Pepsicola North Amercia talks with Cells for Cells

We can all agree that green initiatives cannot be successful when only a few individuals try to make sweeping changes: it’s when a large group of people make tiny adaptations that the results are staggering.

Victor Melendez knows this first hand.  He is the former VP of Marketing – Sustainability of PepsiCola North America.  Pepsi has some 168,000 employees.

Obviously, Victor possesses a deep understanding of recycling and sustainability on a large scale and it was during Victor’s tenure that Pepsi became a Cells for Cells partner.

Victor is now the Principal at VM Consulting, a marketing-sustainability firm (Victor Melendez LinkedIn profile) and I can’t say enough good things about him.  The bottom line is that he is one of the most brilliant minds in his field and more than generous to answer these questions.

On Cells for Cells

Jason: I love telling the story of how we connected and how it only took 3 business days for Pepsi to decide to partner with Cells for Cells. Tell our readers how it was that you decided so quickly.

Victor: Well it was really an easy decision for me.  At that time, we were rolling out our recycling initiative and it just felt like a perfect fit for us.  It allowed us to involve our employees in recycling in a very simple and no-hassle way and it also allowed us to do something good beyond that. On the other hand, I also connected with your mission on a personal level. To me it was a simple win-win situation for everyone involved.

Jason: What was the most common thing you heard everyone saying about the Cells for Cells program?

Victor: That they would have never thought of it, they were very excited about how easy it was to help and do some good while at the same time getting those old cells out of their hands.

On Recycling and Sustainability

Jason: What are 4 things that everyone can do right now to be better at recycling?

Victor:

1- Know the facts, talk to your local hauler or municipality to learn how it works in your neighborhood.

2- As much as possible, try to buy products that are recyclable or come in recyclable packaging.

3- Get your kids involved and your neighbors if you can!

4- Volunteer at school or a local project to get the community involved as well.

Jason: In the Cell Phone industry there is a saying, ‘the biggest battle is against gravity.’ Once an old cell phone is put down (in a box, drawer, storage) it is very difficult for the consumer to take the action to recycle it. What do you think the biggest battle is in recycling?

Victor: Lack of awareness, information and knowledge.  Most people are still very confused about what is recyclable and what is not, where to place it, what to do with it, etc.  I think there needs to be a much more conscious effort to educate the consumer on what to do and how to do it.  Most people want to do the right thing; we need to help them figure out just how to do that.

Jason: Who do you think is doing the best job in the sustainability field? And why?

Victor: It is hard to say who is the doing the best; I can say that it is very gratifying to see how many companies across many sectors and industries are doing great things and paving the way for others do follow.

Jason: What do you see happening with sustainability in the short term? For the rest of 2009?

Victor:  Given the current economy and its challenges, it has been and it will continue to be a tough year for sustainability as many companies have cut their budget and spending on “green” initiatives.  At the same time, consumers are struggling to get by and more and more are being forced to make tough choices to make their money go farther.

Nonetheless, I still think there is a much greater awareness of the issues we face on the sustainability front and most people are still looking for and willing to make changes ( even if small ) in their daily lives to do their part.

Jason: You are now the Principal at VM – Marketing & Sustainability. What is your mission at VM?

Victor: To help corporations guide, shape and disseminate their sustainability agenda and influence the way it is brought to life to consumers and all other relevant groups involved.

Jason: Small or Large? What kind of company can use your service?

Victor: My experience has been with large companies but the same principles apply to both large and small companies as the need and relevance to think about sustainability really cuts across all sectors.

Jason: Would you describe your firm as an outsourced Chief Sustainability Officer?

Victor: Yes, I am able to help a company define and bring to life its sustainability strategy in a holistic way by involving all areas of the business and looking at both internal and external constituents, always with the ultimate goal to maximize the company’s benefit and ensuring the creating of brand value.

Jason: From where do you think the biggest innovations (that consumers can get their hands on and actually use) in recycling or sustainability will come?

Victor: They will probably come from two key places:  The first one being many of the companies we know today as they are trying to move the sustainability agenda forward.  There is a lot of work being done in the innovation space to bring more sustainable products and services; evaluating new alternatives in materials and raw materials; and they way these are sourced and disposed of. The second place that I think will greatly foster the sustainability movement and recycling, in particular, is the work being done by many small entrepreneurial firms in collaboration with government, NGO’s and universities.

On Battling Cancer

Jason: Do you mind sharing a little bit about your personal story with cancer?

Victor: I have seen cancer up close know how difficult it is for everyone involved directly or indirectly, I have lost several family members to it including my grandfather and two aunts. I also saw my wife fight and struggle with cancer and its treatment at a very young age, thank God she is one of the lucky ones who made it and survived it and has been in remission for the past 3 years.

Jason: How do you stay strong? How do you encourage others that are battling cancer? How do you remain positive? How do you keep going when it looks so tough?

Victor: For me it has always been about trying to stay positive, to keep looking forward and not to think too much about how difficult or unfair it is. I kept telling myself that I had to be strong for her and our two kids and that I had to keep moving forward taking one day at a time. It is never easy and, of course, it is easier for those of us who are close but still “outside”.  But the staying positive and not allowing myself go to the “worst case” scenario helped me pull through it and allowed me to stay strong to be there for her and the kids.

Jason: Would you call yourself a fighter?

Victor:  Absolutely, I never give up, even when things get rough; I focus on the future, take one step at a time and keep trying.

Jason: What would you say is the most important thing a friend or family member can do or say to someone battling cancer?

Victor: Be there for them, let them know [that] you know how hard it is for them, and let them know what you are there to do anything to help them out.  Sometimes just being there to listen to them goes a long way.  Also, don’t make them feel like you feel sorry for them and don’t shy away from them because they are sick.  Treat them like you would any other member of your family.

On Social Networking and Social Media

Jason: Do you see Social Networking and Social Media married to sustainability?

Victor: Yes, they are a powerful force that is allowing for people to stay connected and share / shape their vision and passion about this issue. These mediums allow for people’s voices to be heard and make powerful statements, they are also a great tool to disseminate information and improve awareness.

Jason: What online tools do you use for Social Networking / Media?

Victor: I use Linkedin to stay connected to my professional network and to research companies I might be interested in.

On Getting Personal

Jason: Tell us some things that you do personally to be a good steward of our planet?

Victor:

– I have changed all the light bulbs in our house to CFLs

– I have lowered the temperature on our water heater and insulated all the pipes

– We only run full loads on the washing machine and the dish washer and only do it at night

– We recycle everything we can and only buy products that come in recyclable packaging

– We only use reusable grocery bags for our grocery shopping

– We all plant a few trees every “earth day” as a family tradition

– We try to use the car as little as possible and plan out errands to maximize each trip

– We buy as many organic items as we can

Jason: What cell phone do you use?

Victor:  A Blackberry

Jason: What do you do when you are not “working”?

Victor: I spend as much time as I can with my wife and kids

Jason: Favorite outdoor activity?

Victor: Playing tennis

Jason: Favorite raw food?

Victor: Sushi

Jason: What other causes do you support and why?

Victor: WorldVision – I believe that by making a difference in one child’s life at a time you also greatly benefit his family and society as a whole. If we all did that, there would be a lot less violence and a lot less unhappy children in the world

Jason: Last question:  What do you think it will take to cause consumers to be better with recycling?

Victor: More information, more awarenss, making it easier for people to participate, increasing availability of containers to do so.