The ChicoBag Podcast – Redefining Sustainability, One Step at a Time

Most brands point the camera in the wrong place. Their best stories are buried on page 47 of an impact report no one reads.
Andy Keller sits down with Kevin Willard, owner of brand storytelling studio Assembly and a copywriter who has spent two decades helping organizations like American Forest Foundation, Ocean Conservancy, Hyatt, and Jack Daniels find stories that actually move people. They get into why brands are losing ground in the attention economy, what Huckberry and North Face are doing differently, and what to do when virgin material is cheaper than recycled content and you still want to make the right product.
What you'll hear:
Why most brand video gets ignored, and what the top 10% does differently
How Huckberry built a YouTube channel reportedly worth around $450,000 by reallocating ad spend
The story arc every piece of content needs (want, obstacle, overcome)
"Great stories need enemies." For ChicoBag, it's plastic waste. What's yours?
Why decision by committee turns Rocky Road into vanilla
Andy gets vulnerable about the virgin-versus-recycled material problem
AI is sterilizing content. The brands that stay human are the ones that win.
If your brand is rethinking what your promotional products actually say about you, our custom program is built for the brands who care about the answer.
Start here: https://www.chicobag.com/custom-eco-friendly-promotional-products
Connect with Kevin WillardWebsite: https://www.asmblyco.comLinkedIn: https://www.linkedin.com/in/kevinwillardcreativedirector/
Connect with ChicoBagWebsite: https://www.chicobag.comFacebook: https://www.facebook.com/ChicoBagInstagram: https://www.instagram.com/chicobagLinkedIn: https://www.linkedin.com/company/chicobag

What if posting your morning coffee could fund a mental health organization?
Andy Keller sits down with Becca Ruiz, founder of Post on Purpose (POP), to talk about the gap between brand marketing and real-world impact — and the platform she built to close it. Every post, every tag, every verified action unlocks a real donation from a sponsoring brand. No new apps. No extra steps. Just Instagram doing something that actually matters.
What you'll hear:- Why Becca left corporate sustainability to build something new- The disconnect between impact teams and marketing teams — and why it costs real results- How Post on Purpose turns an Instagram post into a verified donation- The MiMOS Coffee campaign funding mental health resources for Black women- Why participation-based content is outperforming passive scrolling- The move beyond vanity metrics — likes vs. real outcomes- How brands can prove their CSR investments actually worked- Becca's advice: small actions add up more than you think
Connect with Becca RuizWebsite: postonpurpose.coInstagram: @postonpurpose.co
Connect with ChicoBagWebsite: chicobag.comInstagram: @chicobagLinkedIn: linkedin.com/company/chicobagFacebook: facebook.com/chicobag

In Episode 29 of the ChicoBag Podcast, Andy Keller sits down with Garrison Harward, Executive Director of Andando, to talk about what makes real change last in rural Senegal.
Andando’s “whole village” approach is built around long-term partnership and local ownership, spanning water, health, education, agriculture, literacy, and small business. Andy opens the episode with what that looks like in the real world: 41 market gardens producing over 2 million pounds of food, 16 health clinics serving more than 50,000 people, 21 schools reaching over 8,000 students, 2,700+ microloans, and 100,000+ trees planted.
This conversation gets honest about the difference between short-term aid and long-term ownership, and why the hardest part is not building the project, it’s maintaining it over time. Garrison also shares a powerful story about a community that spent decades trying to access clean water, and what it takes to make solutions stick after the first investment.
Learn more about Andando at https://www.andando.orgMore episodes and the mission behind ChicoBag: https://www.chicobag.com

Microplastics are showing up everywhere, including in the food we eat. In this episode, Andy Keller talks with Abby Barrows, marine debris researcher and co founder of Deer Isle Oyster Co, about what she has learned from years of global microplastics sampling with Adventure Scientists and why plastic is such a complicated part of aquaculture and wild fisheries. Abby gets real about what the data actually shows, why “just recycle” is not a plan, and how we can reduce plastic without falling into perfectionism.
 
What you’ll hear:• What microplastics are, why microfibers show up in most samples, and how they move through air and water• Why the open ocean and polar regions can act like sinks for microplastics• The hidden plastic problem in oyster farming gear, and what “plastic free aquaculture” could look like• Practical ways to cut plastic that actually add up, from reusables to speaking up for policy change• Why oysters matter for clean water, coastal communities, and the future of food
Connect with ChicoBag
Website: https://www.chicobag.com
Facebook: https://www.facebook.com/ChicoBag
Instagram: https://www.instagram.com/chicobag
LinkedIn: https://www.linkedin.com/company/chicobag
 
Connect with Abby Barrows and Deer Isle Oyster Company
Website: https://abbybarrows.com/
Website: https://www.deerisleoysterco.com/ 
 

Marialyce Pedersen has spent decades in recycling and zero waste work, but wildfire changed her life in a personal way. After the Eaton Fire burned down her nearly 100-year-old home in Altadena, she began planning a rebuild focused on resiliency, health, and common sense.
In this episode, Andy Keller and Marialyce dig into what “build back better” can actually look like, from straw bale buildings that survived the Thomas Fire, to the real-world friction of permitting and code adoption, to the uncomfortable truth that many rebuilds still rely on what her colleague Art Ludwig calls “kindling and toxic waste.” It’s a practical conversation about fire resilience, natural building materials, preparedness, and how communities can rebuild smarter instead of repeating the same cycle.

Join Andy Keller as he sits down with Kurt Hoag, the founder of Renotype, to explore the world of purposeful promotion. Discover how Kurt's 30 years of experience in marketing have shaped his unique approach to advertising, focusing on meaningful connections rather than fleeting trends. Learn about the common pitfalls in promotional strategies and how to avoid them, while gaining insights into building lasting brand relationships. Whether you're a small business owner or a marketing enthusiast, this episode offers valuable lessons on making impactful promotional choices.

In this episode, Andy Keller sits down with Seth Ewing, founder of Operation Tabletop, to talk about how simple, in-person game nights create real connection, restore a sense of purpose, and can help reduce suicide risk among service members and veterans. It’s an honest, practical conversation about loneliness, “earned dopamine” vs. instant gratification, showing up for each other, and why being the one who runs the game can give someone a reason to keep coming back.

Can small dollars create big change? In this episode, Andy sits down with Tobie Spears, founder of Be Humanitarian, to unpack a practical model working right now in Guatemala. From child sponsorship and English classes to tiny seed grants that launch real microbusinesses, Tobie shares what works, what to avoid, and how anyone can get involved as a sponsor, partner, or volunteer traveler. We dive into: Why Guatemala’s malnutrition crisis needs local, concrete solutions How sponsorship tiers cover school, meals, and momentum English classes as a simple unlock for opportunity What 200 dollars can do after basic business training Volunteer travel that blends service with real cultural connection How companies engage teams through purpose and partnership Nonprofit reality checks, hiring lessons, and measuring impact over overhead

Bad merch hurts your brand. Good merch builds loyalty.In this episode, Andy Keller talks with Denise Taschereau, co-founder and CEO of Fairware, about how to move beyond “trinkets and trash” and turn branded products into meaningful, profitable marketing tools. They dig into why intention matters, how to plan ahead to reduce waste, and why doing the right thing isn’t just better for the planet — it’s better for business. What you’ll hear:• Why most promo products miss the mark — and how to fix it• The real ROI of sustainable branded merchandise• How planning ahead cuts emissions and saves money• Why quality beats quantity for cost per impression• Real examples from Ben & Jerry’s, Spotify, and more• The power of thoughtful onboarding kits for employees• How to avoid brand risk and negative impressions• The future of promo: agency, choice, and circularity

What if your promotional products could do more than just get your name out there?
In this episode of the ChicoBag Podcast, Andy Keller sits down with Liz Wimbush, Director of Sustainability at PPAI (Promotional Products Association International), to talk about the future of intentional merch. They explore the idea of “brandfill,” the power of purpose-led sourcing, and what transparency really means in today’s supply chains. From avoiding greenwashing to using certifications strategically, Liz brings clarity, nuance, and real-world examples of how businesses can build trust—and reduce waste—by asking better questions at every step. Whether you're in the promo industry, on the buying side, or just curious about how branded products can create impact, this conversation gives you tools to do it smarter.
What you’ll learn:
How to avoid ‘brandfill’ and make your giveaways actually matter The surprising ways supply chains can affect your brand reputation How to build sustainability into promo without greenwashing Practical steps to align your sourcing with your values
 
Guest: Liz Wimbush Director of Sustainability at PPAI https://www.ppai.org
Host: Andy Keller, Founder of ChicoBag
 
Celebrating 20 Years of Reusables We’re giving away our biggest custom merch prize pack ever. You’ll get fan-favorites, new gear, and proof that intentional merch is better for business.
Enter here:
https://www.chicobag.com/enter-to-win-20-year-anniversary-giveaway-2