Greta Thunberg is
right.
If governments, people and businesses put the same amount of energy and
resources into saving our planet as they have into finding solutions to the
COVID-19 crisis, our
natural environment would not be in such a poor state.
To recap, the overwhelming evidence — as presented by the Intergovernmental
Science-Policy Platform on Biodiversity and Ecosystem Services (IPBES)
earlier this year — is that the health of the ecosystems on which we all depend
is “deteriorating more rapidly than
ever.”
In fact, IPBES says we are “eroding the very foundations of our economies,
livelihoods, food security, health and quality of life worldwide.”
According to the analysis, around one million animal and plant species are now
threatened with extinction — many within decades — more than ever before in
human history. The average abundance of native species in most major land-based
habitats has fallen by around 20 percent since 1900. Meanwhile, more than 40
percent of amphibian species and 10 percent of insect species are under threat.
It is an issue — along with the interconnected climate crisis — that European
cider maker Ramborn is on a mission to tackle
head on. With the United Nations and World Health Organisation both
identifying
biodiversity
as key to preventing and mitigating future pandemics, it’s a worthy endeavour.
“Some friends and I were on a trip to the UK, enjoying the local cider. We
started sharing stories of cider and the role it used to play in our local
community in the village of Born, Luxembourg,” says Carlo Hein,
co-founder of Ramborn (a contraction of the Rambo apple breed and the city of
Born where the cidery sits). The cider-making tradition had died out, and that
meant the fruit was going to waste — and the trees were dying, too. “We knew
that the fruit was perfect for cider-making; and out of curiosity, we just tried
it.”
Image credit: Ramborn Cider Co.
Since launching in 2006, Ramborn has grown into a successful brand — with its
award-winning range of cider and perry
found in stores across the US, the UK, Italy, Iceland, Finland,
Switzerland and Germany.
But for Hein, it wasn’t ever just about launching a drinks brand.
By reviving traditional meadow orchards where much of the fruit was going to
waste, the business has set out to reverse the loss of biodiversity in the
region. There’s a serious absence of industrial plantations; and circular
production methods are favoured, with zero irrigation and zero pesticides. And
the business continually plants meadow orchards year in and year out.
In fact, orchard maintenance is at the heart of the company’s sustainability
strategy — looking after trees that house up to 1,000 different species each,
many of which are endangered, both in their own orchards and in the fields of
more than 150 local supplier farmers.
“In the winter, you’ll find Chantal [Hellers-Bisenius], our head of
orchards, in a harness — physically climbing trees to prune them and remove
mistletoe, which can kill trees, to bring them back from the brink,” Hein adds.
Over the last 100 years, there has been a 90 percent decline in the number of
trees in Luxembourg – from 1.2 million to around 120,000 today. Hein says this is “the
catastrophic cost of business as usual in our industry.” But by continuously
replanting orchards, the business says it has removed more than 31,000kg of CO2
from the atmosphere — making the business carbon negative.
Ramborn formalised its focus on environmental protection and impact reduction by
achieving B Corp status earlier this year, making it the first cidery in
Europe (and third cidery in the world) to do so.
“It allows us to fully evaluate the impact of our business; and give all of our
stakeholders the confidence that we are accountable to the highest, most
rigorous ethical business standards possible,” Hein says.
The company claims to
have helped protect and revive nearly one million square metres of diverse
habitat, saved 739,510kg of food waste, and reached a stage where 100 percent of
its waste pomace is turned into
biogas.
So, how important is its B Corp status and overall approach to sustainability to
its success in what is becoming a crowded cider market?
“Personally, I’m convinced that long-term strategies always pay out more than
chasing short-term goals,” says Hein, who is no newcomer to the world of
sustainability — having set up Luxembourg’s first wind farm in 1996; and the
first large-scale solar farm in 2003 through the family business,
Becolux.
Next up, Ramborn will launch some unfermented drinks (because fermentation
accounts for a large portion of the carbon footprint of production) — a more
sustainable way of producing non-alcoholic drinks than going through a
fermentation and then a de-alcoholising process, Hein says.
“The momentum is growing, and eventually we will come to a tipping point where
businesses like ours are in the majority. In every company’s DNA is the
willingness to survive — and using business as a force for good is one big part
of the solution to the problems we face.”
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Content creator extraordinaire.
Tom is founder of storytelling strategy firm Narrative Matters — which helps organizations develop content that truly engages audiences around issues of global social, environmental and economic importance. He also provides strategic editorial insight and support to help organisations – from large corporates, to NGOs – build content strategies that focus on editorial that is accessible, shareable, intelligent and conversation-driving.
Published Nov 10, 2020 1pm EST / 10am PST / 6pm GMT / 7pm CET