Imagine the crisp pop of a freshly opened La Croix or the crunch of your favorite potato chips punctuating the rhythm of your workday. They're more than just sounds; they’re signals for a breather from marathon meetings and a cue for camaraderie among colleagues.
Ever wondered what the modern workplace would be without the blend of connection and productivity snack breaks offer? That’s a question the Crafty team ponders daily.
Crafty’s platform revolutionizes how organizations manage food, beverages and supplies for in-office, remote and hybrid teams, all driven by one mission: to craft better workplaces around the globe.
“We believe that a well-nourished team is a productive and happy team,” CEO and Co-Founder Nate Rosenstock said. “By offering tailored, high-quality food and beverage options, we support companies in creating an environment where employees feel valued and motivated.”
“By offering tailored, high-quality food and beverage options, we support companies in creating an environment where employees feel valued and motivated.”
The mission to “craft a better workplace” has defined the company since its founding in 2015 — and it’s rooted in the culture. Rosenstock explained that, by cultivating a culture that directly reflects its mission, the company can succeed in what it was intended to do: help organizations thrive.
So, how does a company obsessed with workplace excellence build its own culture? A well-stocked office kitchen is just the beginning. Rosenstock explains that Crafty’s mission-driven strategy goes beyond snacks — it’s about supporting clients and empowering employees alike.
He’s certain that when team members have what they need — be it recognition for hard work or a voice in shaping company policies — the potential to redefine an entire industry only grows stronger.
“Crafty offers the opportunity to contribute your expertise in meaningful ways that not only enhances our product, but also strengthens our collective capability, directly tying back to our mission,” he said.
Core Values as a Compass at Crafty
Crafty's mission is grounded in a set of five core values:
- We Obsess Over the Client
- We Are a Team
- We Explore Different Perspectives
- We Embrace Challenges
- We Build, Then Rebuild
Crafty VP of People Mara Jones believes that these values shouldn't just be words on a wall; they should be actively integrated into every workday. "This means encouraging every team member to consistently reflect on our values when making decisions, whether big or small," she said.
‘Define, Iterate, Distribute’
When describing his philosophy for building culture, Rosenstock borrowed a line from HubSpot Co-Founder Dharmesh Shah: “You need to define it, iterate on it and distribute it.”
Like a product, culture is an evolving, complex creature, and it’s only as strong as the people who create it. According to Rosenstock, that’s why the company seeks a “cultural add” versus a “cultural fit” during the hiring process.
“Rather than simply seeking individuals who fit into our existing mold, we actively look for those who can add new perspectives, skills and diversity to make our culture stronger, which allows us to build a team that not only delivers on Crafty’s promise, but continuously drives us forward,” he said.
“Rather than simply seeking individuals who fit into our existing mold, we actively look for those who can add new perspectives, skills and diversity to make our culture stronger.”
These new perspectives and skills are rooted in a wide range of professional backgrounds, all of which contribute to the business’s overall success.
“We have people with hospitality, teaching, service and production backgrounds, which can all be channeled into long-term careers at Crafty,” said VP of People Mara Jones, whose team is charged with executing Rosenstock’s vision. “This setting not only supports personal growth and professional excellence, but also positions our team members to make impactful contributions to the organization and their own career trajectories.”
To ensure employees thrive in this way, the company relies heavily on its core value, “Build, Then Rebuild.” Jones said this value takes hold before team members even apply for a role at the company.
She explained that writing clear and comprehensive job descriptions that align with department and company goals helps new employees understand their role in driving Crafty’s mission. It also ensures that the company is finding the right people at the right time.
“By setting clear expectations from the start, we help new hires transition smoothly into their roles and contribute meaningfully to our company’s success,” Jones said. “Moreover, it ensures that we’re hiring thoughtfully and strategically, addressing true needs rather than temporary gaps, ultimately strengthening our mission and culture from the ground up.”
‘Magnet Versus Mandate’
Crafty was created to build workplaces that draw employees in, not make them feel forced to be there.
Rosenstock said this “magnet versus mandate” approach is infused into all of the company’s cultural traditions, including quarterly all-hands meetings. These meetings serve as a way for employees to gather together, both in-person and virtually, to highlight achievements and discuss goals and business updates.
Most importantly, Crafty’s all-hands meetings are a time for team member recognition. Before each meeting, employees are nominated for five core value awards, with winners receiving gift certificates and the opportunity to donate to a charity of their choice.
“It’s a time not just for recognition, but for reinforcing our values and mission and celebrating the people who make Crafty special,” Jones said.
Team members are committed to creating a standout experience for everyone, and through the company’s in-office experience committee, they get to take this dedication to the next level. According to Rosenstock, this committee gives every employee a voice on policies, initiatives and all things business-related, empowering them to shape Crafty’s awesome office culture. which he considers a win-win situation.
“This has allowed us to utilize our budget in the way that makes the most sense for our unique team,” he said.
When it comes to working styles, the company has chosen the one that fits employees’ needs most aptly. Jones believes that, by embracing a hybrid working model, the company makes it easier for employees to understand clients’ pain points and offers greater opportunities for team members to collaborate and refine their expertise.
And considering the types of people who call Crafty their professional home, this opportunity for collaboration may be the greatest perk the company has to offer.
“Potential new hires can expect to join an environment rich with intelligent, kind and self-aware individuals,” Jones said.
Crafty’s long-term vision for its culture is simple: offer a workplace that feels authentic and supportive. And to ensure this vision reaches fruition, Rosenstock explained, all employees have to do is be the change they wish to see in the workplace.
“We don’t need to guess about what makes a great workplace — we live it,” he said.
