Inspirational Owners: June 2008
Weleda
Weleda is a global brand of personal care and natural medicinal products. Their main philosophy is to produce sustainable products that protect the delicate balance of nature. Jennifer Barckley, Director of Communications for Weleda North America shares her thoughts about Weleda and the importance of ecology and economy.
Lovemarks: Who is the ideal Weleda customer?
Jennifer Barckley: Everyone is the ideal Weleda customer! Part of our founding mission is to make ourselves available (and affordable) to as many people as possible while maintaining our quality and integrity as a conscious and sustainable company. We see ourselves and our customers as one world worldwide. Everyone can benefit from natural skin care and medicines, so we develop and provide these products for everyone!
LM: One of the five guiding principles of Weleda is ‘ecology and economy’. Can you explain what this principle is and provide an example of how Weleda puts it into action?
JB: Weleda believes in giving back more than it takes. While we use renewable and sustainable raw materials, we must still care for and protect the delicate balance between us (people) and nature. Every raw material we use is employed with respect toward nature and with responsibility for future generations.
For instance, over 40 years ago, Weleda began caring for the endangered Ratanhia plant, whose existence became threatened due to its increasing popularity. In doing so, one of the world’s first Fair Trade projects was implemented. Through a closely-knit cooperative with a team of local farmers, the Nature Conservation Authority and other experts, this indigenous plant is now protected on 5,000 acres of certified organic land. For every plant that is extracted from the earth, 5 seeds from this plant are replanted in this exact location. Through this project, Weleda has secured its annual need for 1 ton of dried Ratanhia roots for use in its Oral Care formulations. In addition, Weleda has provided education and a guaranteed, fair-market wage for local farmers, while creating a sustainable life for the Ratanhia plant.
Another example of the balance we achieve between ecology and economy is the organic cultivation project we developed in Turkey.
Due to the success of the Wild Rose Facial & Body Care preparations over the past years, Weleda has become the world’s largest purchaser of Rosa Damescena and Centifolia roses, harvesting more than 400,000,000 roses annually. In order to secure the annual needs of roses in a sustainable way, Weleda has developed a fair trade project with the local farmers and residents of the Turkish village, Senir. Several years ago, Weleda began by helping these communities convert their land into organic cultivation. Since this time, 120 farmers have enhanced their farms according to organic standards. Weleda continues to provide educational, ecological and social support, offering this local community a secure living, while protecting their land and water for a sustainable future.
LM: A word that seems to resonate with Weleda is ‘cultivate’. How does Weleda cultivate its relationship with its customers and the environment. If no, what word would be a better fit?
JB: “Cultivate” IS central to all that we do! We cultivate beauty (inside and out) for both people and nature; we cultivate plants organically and biodynamically; we cultivate trust and transparency between ourselves and our customers. Through each of these relationships that we cultivate, we always strive to bring our customers (end users) in touch with our (universal) world and nature. Our products do this directly, as they are formulated from ingredients that come from our earth. Through their feel, smell, taste and look, users can experience our environment, with which their bodies are naturally compatible.
LM: Weleda has built a name for itself as a brand that promotes wellbeing through harmony with nature. Can you provide us with one suggestion of how people can live in harmony with nature?
JB: To best live in harmony with nature, people simply need to be conscientious. Through consciousness, we begin to think and act with a “we” and “us” perspective versus “I”. Every person can and must make a difference in his/his life, which is easy to start when we see ourselves in the context of the greater world - as one world worldwide!