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Albana Eama, CEO and Founder of Rainforest Company
Rainforest Company
The global market for ‘superfoods’ is worth approximately $162 billion and is expected to grow at an average rate of 5.5% between now and 2028. Figures released by IMARC.
But if superfoods help us take care of our minds, bodies, and taste buds, whether their production has a positive impact on the environment, especially if the product in question is in some parts of the world. You should also ask if it is grown and harvested. Considered important from a biodiversity perspective.
That was the question I wanted to explore with Albana Rama, Founder and CEO of . Rainforest CompanyHer venture, which ships acai berry puree packs to European stores, has raised €36 million in VC financing. As Rabana sees it, protecting the rainforest environment is key to the company’s mission. So how does it work in practice?
new challenger
Sometimes it seems like every day brings a new superfood. Acai berry is one of the newest contenders. Harvested from the palm of the same name in Central and South America, it seems to be chock-full of antioxidants. According to its proponents, it can have beneficial effects on heart health and the immune system.In the last few years, these berries have probably been hitting health food stores and supermarkets near you. There are many suppliers on the market.
And if there’s a problem with VC activity, it’s the potential market. In the context of food startups, his €36 million raised by The Rainforest Company last December was a significant amount. This was not only one of the largest funding rounds in the European foodtech sector, but also the largest by a female founder. The funding round led by his Kaltroco, a family-owned office, comes at a time when investments across food tech have dwindled from his $54 billion in 2021 to $28 billion in 2022. was also performed. Forward Fooding.
So what was the appeal?
ESG agenda
Revenue obviously played a big role. Since its launch in 2016, The Rainforest Company has experienced rapid sales growth. The company’s Puree His packs are now sold at his 12,000 points of sale across Europe, with further growth potential as it expands into the UK market. The company has generated CHF 38.5 million in revenue since his 2018. Between 2021 and 2022 he increased his revenue by 200%. Rama says this year he expects to earn CHF 80 million in 2033.
But what underlies it is the ambition to make a positive impact. The Rainforest Company’s stated goal is to pursue his ESG policy better than anyone else in the market. So why is it important to do more for the environment?
inspired by the forest
Rama was born in Kosovo but moved to Switzerland with his parents. Her early work was in the financial industry, where she held roles at GE Capital and she at Ekman AG. “I had a great career in finance, but I started to become disillusioned.
A turning point came when she visited the rainforests of South America. She “took a three-week survival course to get out of her comfort zone.”
Despite the beauty of the rainforest, it was almost impossible not to recognize the problems it faces in the form of deforestation to make way for the cattle and palm oil industries.
So, in founding The Rainforest Company, Rama set out to provide a means for local people to earn a living without degrading the environment.
“We have found that we can benefit from the plants that grow in the forest,” she says. “By offering fair prices, we motivate farmers to work for us.”
Supply chain scaling
So how do you build a truly sustainable business while avoiding the accusations of greenwashing? The supply chain is key, says Rame.
“Set-up was the longest part of the process,” she says. “We had to talk directly to the farmers. We look at them as partners and we aim to include the entire community,” she says. increase.
But finding someone to grow and harvest the berries wasn’t the only problem. In addition to a port close enough to the rainforest, a processing facility was also required.
The second challenge was really finding a market for a product that didn’t have the traction it has today.
The company held a launch event at a vegan restaurant, invited journalists and even enlisted influencers. Retailers were also invited. The company began selling its products in stores in Switzerland. Today, the UK market is a priority and its products are available through supermarket group Waitrose, delivery service Ocado and the Whole Foods chain.
business impact
But are businesses actually helping the rainforest in a measurable way? Rama points to fair pricing policies to keep farmers from being exploited. The company also conducts due diligence on the farmer himself and on local partners that provide logistics and processing to ensure that his own ESG policies are being followed. A particular focus is on biodiversity and climate.
trap the carbon
The company’s impact report claims it has stored 6.3 million tons of CO2 through rainforest protection. The goal going forward is for him to remove 13.7 million tons of gas by 2024.
But will this policy make a difference for customers? Rama says the company is targeting a cross-generational public. In that mix, some consumers will no doubt be influenced by the company’s ethical stance, while others will focus more on the berry flavor and touted health benefits. , a demonstrable positive impact is part of the mix. According to Rama, customers are not only interested in the health and taste of berries, but also in sustainability.
And it’s part of the larger picture. If a VC is lured by rapid sales growth – as an investor future Translated as ‘internationalization and product expansion’, Rama aims to demonstrate that commercial goals are compatible with forest conservation.