ANDIAMO - Jennifer Collins

Co Founder and President of Procure Impact

What motivated you to pursue a career that spans hospitality, community development, and social impact?

I grew up in Baltimore, and my experiences there had a big impact on me. My dad was a teacher and coach in the inner city, and I got to see two sides of life: one from that community and the other from the more suburban county school system. A family friend introduced me to the idea of hospitality as a career, and I fell in love with it. I started out in the industry and built a career around hospitality, real estate, and development, but over time, I felt pulled to do something more—something that could really connect my work with social impact. So, I took a leap of faith, took a year off, and eventually joined the Beeck Center for Social Impact and Innovation at Georgetown. There, I learned from pioneers in impact work, and it inspired me to blend my background in hospitality with social impact and community work. Now, with Procure Impact, I get to do that every day.

You've been involved in various initiatives focused on education and youth empowerment. Can you share a specific story that deeply impacted you and resulted in tangible positive outcomes for a community or organization?

I’ll share the story of Dr. Penny Mickey. She’s a domestic violence survivor with an autistic son, and she started making popcorn as a side project with her husband in the church basement. Eventually, she added a Tennessee whiskey caramel flavor using Uncle Nearest whiskey, and it was a hit. Today, her company employs domestic violence survivors and autistic youth, and they sell their popcorn in Kroger and other big retailers. We’ve partnered with her through Procure Impact, and we’re getting her popcorn into hotels across the country. The growth has been incredible, and she’s been able to provide more job opportunities for people who really need them. It’s one of many examples of how our partners are making a tangible difference.

As a former athlete, have there been moments in your career where you've drawn inspiration from your athletic experiences to motivate yourself or your team?

Every single day. I was raised by a coach, so I grew up with a sense of discipline, work ethic, and teamwork that comes from sports. In business, I’ve carried that competitiveness and collaboration with me, and I think being a team player has served me well. Also, as an athlete, you train and train until you find this 'flow state'—those moments when everything clicks. I experience that in my work too, but it takes planning, discipline, and being fully present. Being an athlete has made me resilient, and I’ve applied that to everything I do.

In your opinion, what are the most important metrics for measuring the success of investments in low-income communities?

It’s complicated because communities are complex organisms. There are so many factors at play—education, food, transportation, family systems, job opportunities, and housing costs—all of these things impact each other. When I was at the Beeck Center, we brought people from different sectors to the table, and I saw firsthand how powerful it is when different parts of a community come together to address these issues. If I had to sum it up, I’d say success is about creating the conditions for people to thrive. And that looks different for every community.

As a certified yoga and mindfulness instructor, how do you integrate mindfulness practices into your leadership approach, and what benefits have you observed from this integration?

Mindfulness really helps me stay grounded and present, especially in a fast-paced environment. When I start my day with mindfulness, I feel more balanced, calm, and less reactive. It makes me a better listener and helps me make clearer decisions. There’s this idea that between stimulus and response, there’s a space, and mindfulness helps me make the most of that space. I’m not perfect at it, but when I do practice, I notice a big difference.

Outside of work, what activities or hobbies bring you joy and help you recharge?

I’m very relational, so spending time with friends is huge for me. I also have a Bernedoodle who keeps me active, and I’m really into live music—which is part of why I moved to Nashville. I also play pickleball and I love to read. Lately, I’ve been getting into cooking, which is fun and a new way to unwind.

What inspired you to co-found a community program in the Anacostia neighborhood of Washington DC, and what impact has it had on the local community?

After completing my yoga teacher training, I got involved with a community yoga class in Anacostia, which I led for five years. The community there felt like family, and it was something I looked forward to every week. We created a space where everyone was welcome, from kids to adults, and it was truly inspiring. It was a place for connection, wellness, and just showing up for each other. Those weekends taught me so much about community and resilience and the power of ‘we’.

Who has been your biggest inspiration throughout your career?

My dad was my first inspiration. He showed up for me in ways I’ll always be grateful for. Professionally, people like Paul Diamond and Niki Leondakis have inspired me. Niki, in particular, showed me that you can lead with both head and heart. In an industry that often favors hard logic, Niki led in a very human way, balancing empathy with ambition, and she’s taught me that I can lead with that same balance.

Looking ahead, what are your aspirations for the future of Procure Impact and your broader impact in the social sector?

We’re just getting started at Procure Impact, and I’m excited about where we’re going. We set a goal to create 100,000 shift hours for underserved communities, and we hit that in August. Now we’re expanding, and our hope is to see this movement toward responsible sourcing spread beyond hospitality to corporate America. Our goal is to connect more companies with social enterprises, so people who need work can find it, and I hope we’re able to keep building on that momentum.

What advice would you give to someone new to the hospitality industry?

Hospitality is a great industry because you can try a little bit of everything—operations, sales, marketing, food and beverage—there’s something for everyone. You’ll learn a lot about your strengths and what you enjoy. One thing I’d say is, be careful how you tell yourself the story of your experiences. We all go through highs and lows, and the way you choose to look at things really matters. Keep that in mind as you go through your career.