Published 3 years ago.
About a 3 minute read.
Image: Tony's Chocolonely filled gaps in health and safety information on its cocoa farms by distributing posters with WHO guidelines, along with locally made soaps. | Tony's Chocolonely
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These four Fairtrade-certified brands show that during times of crisis, brands can support their communities — near or far — with some creativity and hard work, regardless of size.
is changing, well, everything. Brands are having to adapt, quickly. Sometimes,
size can be an advantage during times like these — global corporations have the
capital for massive impact during a crisis, such as pivoting to produce
or making large philanthropic
But small and medium-sized businesses have a role to play, too, and are
responding rapidly to do their part during the crisis. Here are four smaller,
sustainable brands that are adapting quickly in ways authentic to them:
Organic India’s mission to provide products that promote healthy, conscious
living resonates now more than ever. The B Corp-certified producer of organic,
Fairtrade teas and supplements is living its mission by shipping out free
kits of products such as
Turmeric and Tulsi Rooibos tea that support immune system health.
Additionally, they’re launching a new collection of immune-supporting products
at a reduced price for those facing financial hardship during COVID-19. Organic
India’s warehouse staff and office staff work side by side at their facility
outside of Boulder, Colorado. Strong relationships and trust between
departments at the company allow a small staff of 24 to drive the mission
forward during a difficult time, even with some of the team working remotely.
“At Organic India, we believe this is the time to recall the importance of
healthy, conscious living — the basic philosophy of all we do,” remarked CEO
Miguel Gil. “Our aim is to go beyond profit-driven motives to help spread
mental, physical and emotional wellbeing for all. Organic India believes in
oneness — that we are all interconnected. If we all give of ourselves, our
entire ecosystem will thrive.”
Coffee roasters such as Brooklyn Roasting Company (BRC) are suffering due to
the closure of cafes and restaurants across the country. They closed their seven
cafes in Brooklyn and Manhattan on March 20, but they didn’t stop
working. The BRC team helped their neighbors at Duggal Visual Solutions and
Bednark Studio at Brooklyn Navy Yard in creating face
keeping the team running with free Fairtrade coffee. Bulk deliveries quickly
shifted from cafés to hospitals, donating product to local hospitals throughout
Brooklyn and Manhattan. BRC’s loyal customers now have an option to donate when
they checkout online, supporting the iconic BRC truck delivering supplies to
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Conscious Step is an organic and
Fairtrade-certified sock company that donates to a unique cause with every pair
purchased. Because of its model, it already has strong, established
relationships with local and global nonprofits and an active e-commerce
platform. These relationships and familiar processes allow Conscious Step to
swiftly direct critical resources during COVID-19. An additional $1 donation
now goes to the WHO COVID-19 Relief Fund for every pair of Conscious Step socks
a Dutch company dedicated to making chocolate 100 percent slave free, sources
its cocoa from Ghana and Côte d’Ivoire. Recognizing a lack of health and
safety information at the farm level, the company is distributing posters with
WHO guidelines, along with locally made soaps, tapping its global
brand ambassadors to raise awareness about coronavirus. Knowing that many
freelancers are having their work reduced during this time, Tony’s freelancers
will be kept on payroll throughout the crisis — despite disruptions to business,
such as the cancellation of Tony’s Chocotruck
tour. Tony’s also came through
with a little pick-me-up for each of its employees, a kit with toilet paper,
hand sanitizer; and of course, Tony’s Fairtrade-certified chocolate.
These four brands show that during times of crisis, size is no object. Brands
can support their communities — near or far — with some creativity and hard
Published Apr 24, 2020 8am EDT / 5am PDT / 1pm BST / 2pm CEST
This article, produced in cooperation with the Sustainable Brands editorial team, has been paid for by one of our sponsors.