At the World Economic Forum 2016 the launch of the full scale attack on global food waste “Champions 12.3” was announced. Its aim is to halve global food waste and reduce food losses per capita by 2030. The involvement of CEOs of major companies DSM, Nestlé, Rabobank, Tesco and Unilever demonstrate how a materiality matrix and data can be used beyond reporting purposes. Of course, reporting and rankings such as the Dow Jones Sustainability Index (DJSI) are important to demonstrate your sustainability performance towards stakeholders. But in the end it is not the holy grail, as frontrunners show how they are capturing value from sustainability today.