Meet Sarah Harbarth, Co-founder & CEO of KUORI

ESG Reality Check: Sustainability, Unfiltered

Five statements. One reality check.

Everyone’s talking about ESG, but what happens when theory meets the startup floor? In the ESG Reality Check, we confront founders with common claims about sustainability, impact, and growth… and ask how they hold up in real life!

This time, we speak with Sarah Harbarth, co-founder of Kuori, a circular economy startup turning organic waste into next-generation materials.

Céline Meier: “Sustainability wins over investors in no time.”

Sarah Harbarth: “Not quite. Sustainability is definitely an important factor, but it’s not enough on its own. Investors expect a clear business case, solid numbers, and a growth strategy. Real interest only arises when ecological responsibility meets economic viability.”

Céline Meier: “Customers are willing to pay more for sustainability.”

Sarah Harbarth: “Not necessarily. Customers don’t pay more just for sustainability. Products also need to match in quality and performance. When that’s the case, sustainability is increasingly seen as an added value.”

Céline Meier: “Impact is easy to measure — just one number and you’re done.”

Sarah Harbarth: “Quite the opposite. Microplastics in particular show how complex impact measurement really is. It’s difficult to trace and often not included in traditional environmental assessments. But there is progress. Life Cycle Assessments (LCAs) are becoming increasingly important, and more consistent standards are emerging that make sustainability more tangible.”

Céline Meier: “Building a sustainable business saves money in the long run.”

Sarah Harbarth: “Yes. Sustainability will become an integral part of financial planning. Those who use resources efficiently from the start and account for environmental costs gain a long-term competitive edge.”

Céline Meier: “Sustainability and rapid growth are the perfect match.”

Sarah Harbarth: “For companies whose mission is sustainability — yes. But only if growth doesn’t come at the expense of credibility and substance.”

Follow Sarah & Céline on LinkedIn!

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