商品敘述：

This case explores the journey of V. Aravindan and Green Rabbit Catering (GRC), a vegan and sustainable catering service founded in 2022 to promote eco-friendly food practices through local sourcing, biodegradable materials, and waste reduction. GRC gained recognition for ethical, planet-conscious catering at weddings, events, and temples, balancing profit with social and environmental impact. As Aravindan pivots from B2C to B2B, he aims to partner with corporations, institutions, and educational organizations to scale whole food plant-based (WFPB) diets-but faces strategic dilemmas in prioritizing opportunities amid operational and behavioral challenges. The case examines the complexities of transitioning business models, leveraging ESG principles for value creation, and overcoming resistance to veganism in mass markets. It invites discussion on sustainable business growth, stakeholder alignment and strategies to drive systemic change in food consumption habits.

涵蓋領域：

Marketing;Social enterprise;B2B marketing;Social entrepreneurship;Environmental sustainability

相關資料：

, (ISB487), p, by Rishi Pittala, D.V.R. Seshadri

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