In the bustling landscape of corporate ventures, Wildflower emerges as a beacon of responsibility, rooted in a commitment to serve not only great food but also the broader community. Founded in November 1996, Wildflower, a family-owned business, has grown to operate 16 restaurants in the Phoenix metropolitan area and Northern Arizona, with an additional bread manufacturing facility. More than just a culinary venture, Wildflower is deeply invested in preserving the art of making world-class artisan bread.
The heart of Wildflower lies in its unique culture, defined by Purpose, Values and a communication toolset known as Safe Space. These pillars emphasize the active participation and contributions of Wildflower’s “breadheads” (employees) to ensure both company and community success. New breadheads embark on a personal journey to understand these principles, guided by the Wildflower Purpose: “We change lives, create traditions, build community, and feed the soul with passion. Every time, every day.”
A core value of Wildflower is to “positively impact and strengthen our community and planet.” Since its inception, the company has translated this commitment into action by supporting local organizations through volunteerism, events, fundraising and giving. Wildflower channels its efforts primarily toward poverty and hunger relief, children’s wellness, women’s empowerment, literacy and education, and animal advocacy.
Wildflower’s belief in giving back is twofold: a moral imperative and a strategic business decision. The company recognizes that communities and individuals in need deserve assistance, and it views its role as a facilitator of positive change. Simultaneously, Wildflower understands that today’s consumers actively seek organizations that contribute to the greater good. The resulting brand loyalty and guest recognition form a crucial part of Wildflower’s identity.
In 2010, Wildflower formalized its commitment through the creation of the Wildflower Cares Foundation. This foundation focuses exclusively on the five pillars of giving: Poverty & Hunger, Children, Education, Women, and Animal Advocacy. One significant initiative involves nightly donations of bread and bakery leftovers to shelters and organizations throughout Arizona. This effort not only reduces waste but also nourishes those in need.
The partnership with Child Crisis Arizona reflects Wildflower’s dedication to providing a safe haven for children facing abuse, neglect or homelessness. Through various programs and services, Wildflower contributes to breaking the cycle of child abuse and neglect. Additionally, the company actively engages with school PTOs, clubs and organizations through food and gift card donations, reinforcing its commitment to education and children.
Empowering women to thrive is another area where Wildflower directs its efforts. By providing tools and support, Wildflower contributes to helping women overcome challenges and build better lives for themselves. The company’s commitment extends to the welfare of animals, advocating for their well-being and actively seeking opportunities to find them forever homes.
Wildflower’s community involvement is not confined to monetary donations. The company actively encourages its breadheads to be active members of their communities, practicing good citizenship and exemplifying the Wildflower Purpose every day.
Through various programs like Neighborhood Nights, in-store fundraising and the Wildflower scrip program, the company provides straightforward avenues for nonprofit organizations and schools to raise funds. These initiatives reflect Wildflower’s dedication to supporting causes that align with its values.
Over its 27 years, Wildflower has generously supported numerous organizations, including the Phoenix affiliate of Susan G. Komen for the Cure®, St. Vincent De Paul, Child Crisis Arizona, No Kid Hungry and many more. The company’s contributions extend beyond financial aid, encompassing initiatives like the Knead to Read program and Dough on the Go.
Founder Louis Basile, a key figure in Wildflower’s philanthropic endeavors, emphasizes the natural extension of giving back in the hospitality business. He answers with a resounding “YES” when asked if a business should make a positive difference in its communities. Basile believes that being a positive contributing member of the community is not just good for business but is simply the right thing to do.
In a world that craves more givers, Wildflower stands as a testament to the transformative power of corporate responsibility. As Basile aptly puts it, “Being a part of a brand that helps others in need resonates with today’s workforce and embodies the ethos of doing the right thing. Wildflower’s journey from seed to table is not just about nourishing bodies with great food but also feeding the soul with a passion for positive change.”
Photo courtesy of Wildflower
Wildflower’s Impact By the Numbers
As Wildflower’s commitment to corporate responsibility blossoms, the tangible impact on communities is measurable and inspiring. Here’s a glimpse into the numbers that reflect the depth of Wildflower’s contribution over the years:
- $5.1 million worth of bread and bakery items donated
- 1,873,820 kids’ meals sponsored for No Kid Hungry
- $12,578.67 donated to St. Vincent De Paul
- $11,885.85 raised for local organizations
- More than 50 Neighborhood Nights hosted since 2022
- 27 years of generosity
Tyler Butler is a chief social impact officer for a publicly traded corporate portfolio where she leads programs that positively impact humanity. She is also the founder of 11Eleven Consulting, and she is often cited as a subject matter expert by Forbes, SHRM, Entrepreneur, U.S. News & World Report and more.
