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Sales goals without dollar signs add up for The Real Co. [video]

This social enterprise finds sales success by focusing on its unique service goals. Here's why it works for the company, the staff and their charitable efforts.

How does CEO Belal El-Banna measure success at The Real Co.? One meal at a time and by each empowering hour.

The Wilmington, Deleware-based single-origin product company exists first as a social enterprise for feeding children and employing adults with learning and physical disabilities. The Real Co. sources direct from farmers; brings products to Portland, Oregon, for packaging by people with disabilities; and feeds a child with each item sold.

The Feed A Child Everyday (FACE) program started in Kenya and will expand to the United States later this year. Meanwhile, the program is opening to other brands that would like to join the effort.

Here, El-Banna explains why sales goals don't come with dollar signs at The Real Co. Even without sales goals, the company has grown 10 times since 2015 and hopes to achieve another 10 times worth this year.

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