About Deb

Deb Singer is a pioneer and trusted expert in the zero waste movement, best known for her groundbreaking work at Whole Foods Market to conceptualize, develop and roll out The Better Bag. In 2007, this innovative and first-of-its-kind national reusable shopping bag program became the gold standard for all US retail chains and ignited an international movement amongst retailers that continues to this day.

Deb’s progressive 15-year career at WFM culminated in her role as National Project Manager for the Whole Living Program, a cutting edge and comprehensive range of private label, green living products and lifestyle solutions. From conception to post launch, she was responsible for every facet of this program, including identifying product categories, sourcing manufacturers, managing the design and purchasing teams, selling the program in from C Suite to regional buyers, and rolling it out nationally in all 270 stores.

Since founding Singer Sustainability in 2008, Deb has continued to innovate in the zero waste space, developing opportunities for a wide range of organizations through consulting, business development, comprehensive program design and project oversight. Deb’s combination of product and retail experience positions her uniquely to work individually with both brands and retailers, and to build effective partnerships between brands, retailers and consumers. Her depth and breadth of expertise encompasses all stages of a project lifecycle from concept and design to launch and marketing.

As a valued trendspotter, curator, connector, and all-around conscious shift disturber, Deb provides exceptional insights and service, as well as laser focus, to ensure her clients’ success.

With every project she undertakes, Deb is profoundly committed to creating a radical shift in consumers’ mindsets and behaviors towards a sustainable planet.