The Business Case for Sustainability: Marjorie Banks’ Economic Approach

At Portland’s Crust & Crumb, chef Marjorie Banks challenges the widespread assumption that sustainability practices necessarily increase business costs. Her approach demonstrates that environmental responsibility and economic viability are complementary rather than contradictory goals.

“When done thoughtfully, sustainability measures often reduce expenses,” Banks explains. “Using entire vegetables means extracting more value from each purchase. Designing menus around what farmers need to move often means getting premium ingredients at lower prices.”

Banks’ reverse-engineered menu planning—starting with available ingredients rather than predetermined dishes—creates economic stability for both the restaurant and its supplier farms. This collaborative approach has transformed relationships with producers like Willamette Valley Organics, who now plan crops specifically for Crust & Crumb, reducing financial uncertainty for both parties.

The restaurant’s acclaimed “Second Life Seasonings”—dehydrated powders made from vegetable trimmings—exemplify this dual benefit. What would traditionally become waste instead becomes value-added products that both reduce disposal costs and create distinctive flavors.

Banks implements rigorous measurement of environmental impact, conducting monthly waste audits and tracking water usage. This data-driven approach has revealed unexpected opportunities for improvement, such as replacing paper towels—identified as their largest remaining waste source—with energy-efficient hand dryers, reducing both environmental impact and ongoing supply costs.

This economic aspect is particularly important for Banks, who is committed to making creative cuisine accessible beyond elite dining establishments. By demonstrating that sustainability can be economically viable, she provides a model for diverse restaurant segments.

“The most sustainable restaurant is one that can financially sustain itself while minimizing environmental impact,” Banks observes. “Those goals aren’t contradictory—they’re complementary when you approach them creatively.”