Sustainability needs to be effectively integrated into the core of the business for it to flourish. An example of a sector that is struggling to put sustainability into practice is the transportation sector – evident from its 21.7% contribution to the total CO2 emissions of the European economy in 2018. A sustainability strategy must directly connect to a company’s must-win battles. Such a strategy can be made actionable through the development of roadmaps, well-prioritized actions, and convincing communications. This article looks further into ways to effectively implement a sustainability strategy with an example of transportation company Farm Trans, that strives to be a frontrunner in sustainability in the sector.