Putting the Karma back into your cola
Did you know that Multinational Corporations sell around 2,000,000,000 cola drinks per day?? That’s a lot of cola! The reality is, however, that the West Africans who first discovered the magical properties of the cola nut, don’t receive a penny. This ethical dilemma is one of many we are seeing in an increasingly profit driven world. That’s why the story of Karma Drinks is such an important one. We need to tell the stories of people over profit, and as conscious consumers find as many ethical & sustainable choices as possible in our daily lives.
Here is their story…
Founded in 2010 on Piha Beach in New Zealand’s north island, Kiwi mates Matt, Simon & Chris came up with the idea of Karma Drinks after being sent a bag of cola nuts from friends in Boma, a small village in Sierra Leone. The word ‘karma’ came from an idea they had about forming a company that sourced ingredients that were not only good for the consumer but good for the planet & the people who grow them. In addition to its commitment to ethical production & sustainable sourcing, Karma Drinks is giving back to the community. The company donates a portion of its profits to the Karma Foundation, which supports community projects. The Karma Foundation has helped to build schools, provide clean drinking water, source seeds & seedlings for farmers, build bridges & roads, & provide student bursaries in Sierra Leone & other villages around the world.
Karma Drinks has quickly become a popular brand among consumers who are looking for ethical & sustainably produced beverages. The company's mission is to create a positive impact on the world by providing delicious drinks that are ethically produced & sustainably sourced.
Wray Organic has been telling the Karma Drinks story since 2010 & is proud to be associated with this organic & fair trade brand. Popular lines are the handy new 250ml cans in Cola, Gingerella, Orangeade & Lemmy Lemon. Not just for kids, but big kids too, Karma soft drinks are not only a delicious refreshment, but make great mixers for both alcoholic & non-alcoholic beverages.
Karma Drinks' commitment to ethical production & sustainable sourcing begins with its ingredients. The company uses only organic ingredients, which means that they are grown without the use of synthetic pesticides or fertilizers. This not only helps to protect the environment, but also ensures that the drinks are free from harmful chemicals. Additionally, all of Karma Drinks' ingredients are sourced from fair trade producers, which means that farmers are paid a fair price for their products & are provided with safe working conditions, free from the horrors of sweatshops.
One of the key ingredients in Karma Drinks' range of soft drinks is cola nut. Cola nut is a natural source of caffeine & is traditionally used in West African culture as a symbol of hospitality, friendship & integrity. In recent decades however, sourcing cola nut has become challenging due to the fact that it is often harvested by child labour in West Africa. To combat this issue, Karma Drinks works with a fair trade cooperative in Sierra Leone that provides a sustainable & ethical source of cola nut, resurrecting traditional forest farming, thus protecting the rainforest with every season. By working directly with farmers, Karma Drinks is able to ensure that the cola nut used in its products is produced without exploiting children or the planet.
Another key ingredient in Karma Drinks' range of soft drinks is ginger. Ginger is known for its many health benefits, including its ability to reduce inflammation & improve digestion. The sourcing of ginger has also become challenging due to the fact that it is often produced using unsustainable farming practices. To combat this issue, Karma Drinks works with small-scale organic ginger farmers in Peru who use sustainable farming methods. By supporting these farmers, Karma Drinks is able to provide a sustainable source of ginger while also helping to support local communities.
In 2022 Karma Drinks was recognised for its hard work, winning the Sustainable Business Network’s Social Impact Award at the 20th Annual Awards night in New Zealand. The award judges recognised the company saying it had created real social & environmental value for communities, whilst also managing to create a popular commercial product, through delivering ‘trade’, not ‘aid’.
While Karma Drinks' commitment to ethical production & sustainable sourcing has helped to set it apart from multinational soft drink companies, it has not been without its challenges. One of the biggest challenges has been competing with larger, more established brands that are able to offer lower prices due to their economies of scale & questionable practices. To combat this, Karma Drinks has focused on building a strong brand identity, differentiating itself from larger brands by emphasizing its commitment to ethical production.
Another challenge has been navigating the complex supply chains that are involved in sourcing organic & fair trade ingredients. Karma Drinks works with a range of suppliers around the world, each with their own unique challenges & requirements. To ensure that its ingredients are sourced ethically & sustainably, the company works closely with its suppliers to develop long-term relationships, ensuring they meet the company's standards.
Despite these challenges, it has been successful in building a loyal customer base & establishing itself as a leader in the ethical & sustainable soft drink industry. The company's commitment has resonated with consumers who are looking for products that are not only delicious, but also align with their values. Karma Drinks is a member of the B-Corp family, a globally recognised certification that awards businesses that prioritise people & planet, rather than pesticides & profit. Being certified organic with the Soil Association, means reducing the amount of toxins put into the earth, protecting the soil & guarantees the products are the best quality for you and your family.
In an increasingly consumption-driven world, telling the Karma story gives us all hope that no challenge is too big if we live our life with integrity & choose people over profits. If we respect the people who grow our food, they’ll help protect the only planet we have & preserve our precious limited resources for future generations to come.
Put the Karma back into your cola today.
