This study presents a strategic plan of waste management for Alban, Crema & Cia Ltda., a company located in the south of Brazil, since it must adapt to the needs of society, fulfilling the law to ensure its market positioning. In order to achieve such objective, an exploratory qualitative study was conducted through an interpretive analysis of a questionnaire. The main result of the study was that it was observed that even with a well-defined structure and a remarkable concern with environmental legislation, it is necessary to develop awareness mechanisms of managers and employees. Despite the entrenched organizational culture and little knowledge of issues related to sustainability, the company is looking forward to moving to this direction. Regarding so, the company will develop methods to manage the waste produced through awareness and improving employees' work environment, seeking new opportunities and customers through implemented improvements.