As early as 1920, Chesapeake Bay’s seemingly limitless oyster population had been diminished by up to one-third, both by overharvesting and by habitat destruction caused by siltation and dredging. By 2001, the harmful effects of pollution and disease had taken their toll, and the bay’s native Virginica oysters dwindled to less than 1% of their historic numbers. The bay had all but collapsed.
It was under these conditions that cousins Ryan and Travis Croxton decided to revitalize their family’s historic oyster farm, Rappahannock Oyster Co. Founded in 1899 by their great-grandfather, James Croxton, on Virginia’s Rappahannock River, the company wasn’t much more than mud by the time the cousins took over the leases in 2001. But in that rich tideland, the cousins saw an opportunity to salvage a family legacy and renew their community.
Cousins Travis (left) and Ryan Croxton have transformed their great-grandfather’s oyster farm, Rappahannock Oyster Co., into a model of sustainability that is practicing food production methods that are healthier for the consumer, the Chesapeake Bay they call home and the native oyster they are 100% committed to preserving. / Photo courtesy Rappahannock Oyster Co.
Because they were starting from the mud up, the cousins were able to develop sustainable new methods that not only produce the highest-quality shellfish but also contribute to the health of the bay and repopulation of its aquatic life.
“Aquacultured oysters are a win-win for everybody—the farmer, the waters, the consumer that gets a better product,” said Travis Croxton, whose off-bottom method of growing oysters in wire cages not only protects the oysters but also allows them to reproduce naturally—a vital factor in restoring native oyster populations. And because oysters feed on excess nutrients in the water, their presence also helps keep the bay clean, as well as helping native grasses and other sea creatures to proliferate.
The number of oysters harvested in the Chesapeake Bay has grown wildly in the last two decades.
Perhaps the most satisfying thing for the cousins has been the ability to provide an opportunity to work, grow, and live in what has been a depressed rural economy. “Too often, rural communities such as ours lose promising talent as people look elsewhere due to lack of opportunity,” said Croxton. “We’re proud that our employees have a reason to stay.”
Photo courtesy Rappahannock Oyster Co.
By 2004, Rappahannock had developed a thriving wholesale business. Now with their tasting room, Merroir, four stand-alone oyster bars from Washington, DC, to Los Angeles, California, and a restaurant, Rappahannock, in Richmond, Virginia, the cousins are able to share their oysters and their dedication to “good people doing great things.”
When we checked in during spring 2020, owner Travis Croxton didn’t deny that it had been tough for Rappahannock Oyster since the COVID-19 pandemic had hit. He and cousin Ryan Croxton had to furlough hundreds of employees at their oyster company and restaurants. But, as Travis Croxton said, “You have to perform a hard pivot and await what the future may hold.” Rappahannock quickly set up an employee relief fund for those in need and shifted their restaurants to solely curbside pickup/takeout. On the oyster company side, they had to make additional hard pivots, focusing mostly on internet sales (which Travis Croxton said have greatly increased) and designing completely new business models, which included working with vineyards and breweries to sell 25-count bags of their oysters on consignment on weekends.
In 1899, James Croxton, great-grandfather of Travis and Ryan Croxton, laid claim to two acres of Rappahannock River bottom for the purpose of growing oysters. / Photo courtesy Rappahannock Oyster Co.
Despite these challenges, by trying to sustain nature, not tame it, the Croxtons have carried on their great-grandfather’s legacy, this time on a foundation of sustainability.
Great Lakes Brewing Co. has been around for more than 30 years, brewing award-winning craft beer in Cleveland’s Ohio City neighborhood. Its founders, brothers Daniel and Patrick Conway, focused on sustainability from the start by renovating the 19th-century buildings that house their brewery and brewpub.
By the early 2000s, they’d also decided they wanted to do more for their community, the environment, and the health and well-being of their workers. “We view business as a force for good in our communities,” said Daniel Conway. “Our role is essentially one of stewardship.”
A Brewing Good community clean-up effort by Great Lakes Brewing Co. / Photo courtesy Great Lakes Brewing Co.
The brothers have developed a triple bottom line business model that addresses profit, people, and planet, with initiatives that include water stewardship, renewable and clean energy, and inclusive economic growth.
An early adopter in the local food movement, the company established its own farm, Pint Size Farm, in collaboration with Hale Farm and Village in 2008 to supply its brewpub, and in 2010 co-founded Ohio City Farm, one of the largest urban farms in the United States (learn more about these two farms here). The solar panels on their brewery offset 13 tons of carbon dioxide emissions annually—a widget on their website shows how much beer is brewed using solar energy. And by inviting employees to become owners through an employee stock program, the company allows everyone a stake in its sustainability.
Ohio City Farm, co-founded by Great Lakes Brewing Co. / Photo courtesy Great Lakes Brewing Co.
Great Lakes’ Brewing Good giving program also commits a percentage of company sales back to the community through initiatives that preserve history, advocate environmentalism, and focus on critical needs in the local area. The company’s nonprofit Burning River Foundation, which annually hosts the Great Lakes Burning River Fest, strives to maintain and celebrate the vitality of the region’s freshwater resources. “Burning River,” also the name of a Great Lakes Brewing Co. pale ale, references a particular incident: the Cuyahoga River fire of 1969, in which an oil slick on the heavily polluted river caught fire and caused damage in the six figures. The incident sparked further outrage and interest in environmentalism, driving significant policy changes for the Cleveland area and beyond.
While the COVID-19 pandemic forced Great Lakes Brewing Co. to close its brewpub temporarily, beer continued to be brewed and to flow through the local distribution footprint and to-go service. Beers such as the 107 IPA and Siren Shores Passion Fruit Saison, the first employee team recipe ever created on Great Lakes Brewing’s Small Batch Pilot System, debuted in spring 2020. Social media channels continued to keep the community in the know on what Great Lakes was up to, from its Hop College going online and posting video tutorials and sessions on Facebook, to owner Daniel Conway’s heartfelt request to join him in supporting the Race for Relief fundraiser benefiting the Society of St. Vincent de Paul Cleveland hunger centers.
Statistics on Great Lakes Brewing Co.’s sustainability efforts as of mid-2020.
The Conway brothers have long had an understanding of how each part of their business ecosystem feeds into the next. By continuing to innovate new strategies of sustainability, they’ve led by example and helped to revive both an industry and their community.
Trained scientist Rachel Carson and wildlife artist Bob Hines conduct research off the Atlantic coast in the early 1950s. The two formed an extraordinary partnership, which brought awareness of nature and conservation to the forefront. / Photo courtesy U.S. Fish and Wildlife Service / public domain
We live in an era where environmental sustainability, social responsibility, and renewable resources are keywords for how to live our lives and operate our businesses.
But it wasn’t always this way. In the early 1960s, writer and biologist Rachel Carson was one of the lone voices sounding the alarm that the rapid, destructive changes we were making to our own environment were having disastrous consequences.
With her groundbreaking 1962 book Silent Spring, which exposed the damage caused by indiscriminate use of pesticides manufactured by powerful chemical companies, Carson showed that she was a scientist motivated by a sense of responsibility to serve the best interests of the wider community. Carson’s eloquence reminded us that we are all part of a delicately balanced ecosystem, and by destroying any piece of it, we risk destroying the whole system. It would become unsustainable.
Rachel Carson holding a copy of Silent Spring in June 1963. / THF147928, detail
Thanks to Carson’s passion and perseverance, a movement of ecological awareness was born. Her work is credited with giving birth to the modern-day environmental movement. Other direct results were the banning of the pesticide DDT and the creation of the U.S. Environmental Protection Agency.
In an era of “living better through chemicals,” Rachel Carson was a changemaker who brought our awareness to the effects we had on our environment. But she also knew that we could be part of the solution. One way people carry on her legacy today is by acting as citizen scientists.
While Rachel Carson was a trained scientist and biologist working toward the greater good, a citizen scientist is a nonscientist who works with the scientific community to affect positive change. By paying attention to our environment and taking an interest in the science behind sustainability, we all can make a difference. Here are some ways you can become involved yourself.
It was a friend of Rachel Carson who raised an alarm about bird die-offs in her backyard and prompted Carson to write Silent Spring—proof that big change can start small. Here are a couple of ideas worth considering in your sustainability quest at home.
Join the annual Great Backyard Bird Count at birdcount.org. The count is a great way to get kids involved with nature.
Use your smartphone to help scientists gather data on animal populations. You can count Costa Rican wildcats at Instant Wild (instantwild.zsl.org) or share observations on your local wildlife at iNaturalist.org.
In Your Community
Look for opportunities for neighborhood involvement—you’ll stay socially connected and help your community at the same time.
Use resources like greenamerica.org to find and support businesses and brands that are striving toward sustainability.
Start a community garden. It’s a great way to shift away from packaged, processed foods and to get to know your neighbors. National Garden Clubs (gardenclub.org) helps coordinate the interests and activities of state and local garden clubs in the U.S. and abroad.
Participate in crowdsourced data gathering like noisetube.net, which measures noise pollution, or createlab.org, which trains artificial intelligence to identify smoke emissions.
In Your Workplace
If you are motivated to make a difference, become an advocate for sustainability and social change within your company. Going green is a differentiator that gives businesses a leg up on recruiting and marketing.
Recycle office waste, implement inventory controls (which prevent unnecessary purchases and wasteful spending), or research tax credits for becoming energy efficient at energy.gov, the website of the U.S. Department of Energy.
Let your company’s unused computing power contribute to scientific research projects at scienceunited.org.