Rold Academy, the new-born business unit in Rold, is organising an initiative aimed to support and guide all Rold staff members on a journey toward sustainability. This path will be structured into well-defined phases, which will last for the entire 2021. The initiative will enable a deep dive into the SDGs (Sustainable Development Goals) and the Agenda 2030. Adopted by the 193 members of the UN in September 2015, the Agenda 2030 represents one of the challenging ambitions of the world. It is made up of 17 goals and 169 targets, whose aim is to monitor the progress towards the achievement of these goals that design the priorities to be tackled in order to make the world a better place. By increasing the individual knowledge in these topics, it will be possible for each person of the Rold community to increase the awareness of how important is to act both at the individual and at the “corporate” level. The latter will be the last phase of the journey and will result in a definition of a more SDG-oriented strategy for sustainable innovation in Rold. The initiative started in December 2020. Rold has decided to strengthen its commitment in contributing to the achievement of the Agenda 2030 with a larger investment in terms of people involved, R&S activities as well as dissemination activities. The journey will be divided into three main phases: to increase the knowledge and widespread awareness of the 17 SDGs and related targets and identify possible initiatives to contribute to their achievements; to foster individual engagement by increasing the awareness that each contribution can make the difference; to steer the definition of systematic and holistic solutions to amplify the positive impact for achieving the SDGs and mitigate possible negative impacts. Rold has identified 17 Ambassadors that will represent one SDG. They come from different units and departments and have different roles, expertise, and background in the company. They have been selected according to different features. Some of them already cooperate within Rold in some activities in line with SDGs; some others have the potential to influence and steer the change thanks to their role, attitudes, and personality. They will lead small focused groups in workshops aiming at identifying possible links between Rold activities, SDGs, priorities, and possible strategies for sustainable development. The final result will be the co-creation of the Manifesto of Rold for the SDGs, so as to contribute in a more concrete, real, structured and shared manner to the achievement of the SDGs.