Culture goals, so everyone has the same thoughts and beliefs. They see things the same way. Then, establish customs and rituals — behaviors that reflect and support those beliefs. You think about religion. What’s a religion? It’s two or more people who have the same be-liefs about what happened, what is true, what’s important. And then, they have customs and rituals that reflect those beliefs. It’s prayers and foods and holidays and their own rites of pas-sage. Same thing with countries and nationali-ties and any group that you’re a part of. For a business, it’s about hiring people who can fit into your belief system, and then you enroll them in the list of rituals and customs and behaviors that reflect that. GREENBERG: One of them is called Catania Oils, which manufactures consumable oils and employs a couple hundred workers. Like everyone else, they needed to find a way to be an employer of choice, because they’re in a rural setting and they need to get as many people as possible — it is manufacturing work. So, they spend a lot on culture. They spend a lot on a creative, fun work environment, and then they advertise that. They’re active in the communities. Everyone knows who they are; not just what they sell, but who they are as an employer. They capture on camera [their workers’ happiness] and they post it on social media. They’ve created this fun, pleasant work environment and then that’s what they really push on social media — not just what people get, but how their employees feel. And that’s attractive. They have one program called Walk in My Shoes, where an employee can identify another Alt-Meat: You’ve visited some innovative manufacturing spaces to learn from their exam-ple. What were some of the things you’ve seen that impressed you, from an employee experi-ence standpoint? If you can't make your work environment more physically comfortable or pleasant, then you need to compensate in other ways. Alt-Meat February 2025 23
Alt-Meat February 2025: Page 23
