How the Founders of Tender Greens
Scaled their Heart-Centered Brand
Ten Year Plan lays out a practical, proven approach to creating enduring value—including missteps, misgivings, setbacks, and successes. Applicable to any industry, the scalable business model crafted for Tender Greens gives equal emphasis to margins and mission.
Your business, especially now, can be a powerful engine for needed social change.
Ten Year Plan shows you how.
“Ten Year Plan is replete with crucial lessons learned along the path of heartfelt dream realized - with value for entrepreneurs across all organizations. Tender Greens helped pioneer the better-for-you fast casual restaurant sector, and while their road to success was inevitably bumpy, these founder prevailed, thanks to their collective vision, humanity, humility to learn and generosity to teach.”
— Danny Meyer, CEO Union Square Hospitality Group
“Tender Greens is a world-class, conscious business, and Erik & David are world-class entrepreneurs. This book is a fascinating read about a company dedicated to both profits and deeply held values. What a success story!”
— Sam Polk, Founder and CEO Everytable
At a time when the world seems a bit uncertain, this story is about setting a clear destination to help navigate your business, your life and your team along an intentional path towards a common goal.
Our Ten Year Plan enabled Tender Greens to grow and scale consciously by:
Shortening our supply chain to buy direct from growers and producers.
Making wholesome, locally sourced food more affordable.
Making suppliers equity partners in our business.
Investing in our team members and underserved communities.
Integrating our social mission into our core business and brand identity.
Creating and fostering a heart-centered culture of holistic human development.
Erik Oberholtzer, David Dressler, and Matt Lyman co-founders of Tender Greens.