Our customers are in natural ingredients, be it in herbal tea, food ingredients, wellness or personal care. One of the biggest challenges in this industry is the fragmentation of actors along the value chain, with difficulty in quality and traceability assurance. We are providing an end-to-end offer, creating organic products sourced sustainably, from biodiverse ecosystems, with equitable income provided to our partner farmer communities, and with use of Ethiopia’s indigenous plants that have naturally high-functioning chemicals, and are rich in nutrients. In doing so, we increase quality and transparency across the entire food system.
The unique approach of this is in the five pillars of the business model: the use of an agroforestry model, the direct partnership with smallholder farming communities, working within a biodiversity hotspot (e.g. the Eastern Afromontane Biodiversity Hotspot), the creation of value-added novel products, and the targeting of specialty markets.