From Selling Beer to Safeguarding Forests: My Journey from the Beer Industry to Environmental Stewardship

Life often takes us on unexpected journeys, and mine has been no exception. With a master’s degree in international development and a bachelor’s degree in environmental studies, I always envisioned myself working for an NGO. Instead, like many in my graduating class, I struggled to find a full-time job in my field, striving to avoid moving back home while beginning to pay off my student loans. 

Fortunately, I landed a job as a merchandiser on the sales team for Labatt Breweries. It was an exciting job with long hours, where I learned how to lug kegs, drop off glassware, and support the sales team, and I loved every minute of it. What I thought would be a short stint turned into a whirlwind of opportunities — executing events, honing my sales skills, career growth, and learning more than I ever imagined about beer. 

However, as fulfilling as the beer world was, I always felt drawn to work that resonated more deeply with my values. This pull became irresistible after I became a mother. Hearing about rate of destruction of forests — which home to the majority of the world’s biodiversity on land and crucial for regulating our climate — for various industries was truly upsetting. I knew I had to act. This realization led me back to my environmental roots and to Canopy, a solutions-driven non-profit organization dedicated to protecting the world’s forests, species, and climate. Transitioning from the beer industry to protecting forests was an unconventional career move, but a decision I felt compelled to make. 

Shifting from the beer industry to environmental conservation required me to adapt and learn quickly. I had to understand complex issues related to forestry, sustainability, ecology, and corporate responsibility. It was a steep learning curve, but the support and passion of my new colleagues at Canopy made the transition smoother. They were not only experts in their fields but also incredibly welcoming and eager to share. 

At Canopy, my role involves working with brands to shift their packaging supply chains away from Ancient and Endangered Forests. We collaborate on innovative solutions that protect forests, reduce supply chain risk, and help companies meet their Scope 3 emission reduction targets or other environmental goals. Canopy focuses on scaling up more sustainable Next Generation Solutions, such as using agricultural waste to make paper packaging rather than wood-based fibres sourced from Ancient and Endangered Forests. These Next Gen fibres have on average 95% to 130% less GHG emissions, 88% to 100% less land-use impacts, and 5x less impact on biodiversity and threatened species, presenting a win-win for business and the planet. 

The beer industry has a tremendous opportunity to make a positive impact. Currently, many beverage companies are switching from single-use plastic to paper, thereby trading one environmental disaster, plastic pollution, for another, mass deforestation. I want to be able to enjoy a beer on my patio without the guilt of wondering if a vital forest had to be destroyed to package my 12-pack. There are better solutions for alcohol packaging that are available right now, and consumers and the industry need to demand and implement them.  

Beer brands can source materials from recycled content and invest in alternative fibres that do not rely on primary forest resources. Additionally, brands can work with organizations like Canopy to ensure their packaging supply chains are free from fibre from climate-critical forests. By implementing sustainable practices and scaling up Next Generation Solutions, beer companies can significantly reduce their environmental footprint, deliver social value to their customers, and contribute to forest preservation. 

Switching careers to follow my passion for environmental conservation has been one of the best decisions of my life. Despite this, I still enjoy a cold beer at the end of the day, I just want that beer to be safeguarding our forests.  

If you’re in the beverage industry, consider the impact of your packaging. Join us at Canopy in making a difference.  

Not paper. Not plastic. Better.  

Cheers, 

Cait Green