Humanity is facing global challenges. Issues such as the climate crisis, loss of biodiversity and plastic in the ocean are challenging business, society and our future. In addition to the efforts of governments and the nonprofit sector, humanity needs visionary business leaders to find solutions to these pressing issues. Yet while consumers want to support companies that build a better world, many are also reluctant to give up the comforts and convenience that comes with goods and services provided by today’s for-profit brands.
In the interests of all parties, we must find business solutions to these challenges that are responsible, sustainable and profitable so that companies can scale their impact. That’s why it’s important to learn from a new wave of companies are working to transform capitalism to better serve the environment and humanity while also earning consumer advocacy, trust, and sales.
Buchi is an excellent example of a brand activating business as a force for good. The fermented beverage maker’s mission is “to use Buchi and our craft beverages as a conduit for social change.” Kombucha has been used as a healing elixir as far back as 9,000 years to ancient China. Research shows that kombucha has detoxification “therapeutic, antimicrobial properties.” Buchi offers healthy products, made in equitable and sustainable ways that deliver across a triple bottom line. As such, this community-oriented, sustainable enterprise offers valuable lessons for purpose-driven entrepreneurs.
Here are some key lessons from Buchi on how to use your business as a force for good.
Cultivate employee community:
In an ideal situation, employees support your business to achieve its social and financial goals. In fact, engaged employees are more productive and more loyal. Buchi goes the extra mile to make its employees feel like they are valued members of the community. When founders Sarah Schomber & Jeannine Buscher started the brand, all of its employees lived onsite in their North Carolina facility. Today, the company has expanded but some of its team members still live in a communal live work environment. What’s more, Drink Buchi is implementing a profit-sharing and employee ownership model. At the moment, employees own more than 15 percent equity. Schomber and Buscher also provide a living wage and profit bonuses to full and part-time employees. Not to mention equal opportunity employment regardless of sex, race, gender or spiritual beliefs. Ultimately, Buchi fosters an inclusive working environment that welcomes employees to treat the business like it was their own.
Minimize environmental footprint:
Environmental conservation can take many forms. In a business setting, it’s important to tailor your environmental impact to your business strategy. Buchi is championing sustainability in its brewery by using natural lighting, heating and cooling methods. Its 6,800 square foot warehouse is situated into the ground, making it cooler in summer and warmer in winter. It also has what they call a “free cool” system in its walk-in cooler. This means it uses naturally cold air from outside in the winter months. The kombucha maker also composts and farms onsite. It plans on installing solar fueled water and electricity soon. Buchi is also working to reduce the footprint of its distribution network. To reduce packaging, the company sells about 25 percent of its product as draft. While they are expanding nationally, Buchi actively seeks local distributors to cultivate community and support the regional economy. Essentially, Buchi is combining its sustainability strategy with its business operations to minimize its environmental impact while accelerating growth.
Join movements:
Building a better world is a collaborative effort. Brands that join movements align themselves with communities that reach beyond their own brand or industry. This can lead to progressive partnerships, consumer engagement, and impactful contributions. Drink Buchi is working to “be a part of creating a new sector of the economy which uses the power of business to solve social and environmental problems for the betterment of humanity.” The founders know from direct experience that when corporations embrace the philosophy that we can “do well at being good,” sustainable commerce proves to be more viable than extractive economics.
As Buchi continues to grow, its commitment to community will remain the same. The brand envisions various centers that serve their wider communities, such as farms, breweries and centers for employees to live if they so choose. By focusing the business on championing environmental and social issues, Buchi is joining and leading a new paradigm of business that truly supports communities. And by fostering a strong internal culture, weaving sustainability into business strategy, and joining cultural movements they are driving growth that empowers them to scale that impact.