Here's to a beautiful FairWild world
There’s an old Hindu proverb that says, “Help your brother’s boat across, and your own will reach the shore”. In many ways, this wisdom captures the very essence of FairWild.
FairWild is about protecting the magic of wild plant species and the beauty of their natural habitats, whilst at the same time ensuring the people who grow and harvest them can maintain a decent and dignified livelihood.
Conserving nature’s most precious gifts
FairWild is designed specifically for plant ingredients that have been collected from the wild. The FairWild logo on any of our products provides a guarantee that the plants coming from the wild have been harvested in a sustainable way and that the collectors have been paid fairly for their work.
For instance, a collector who may have traditionally dug up an entire plant to harvest its roots, is – under FairWild – taught to leave some of the plant in the ground to allow it to grow again the following year.
Similarly, collectors who would have harvested an entire area of herbs under previous practices, are incentivised by FairWild to leave some of the population untouched, allowing the remaining plants to mature and naturally regenerate.
Rewarding incredible, hard-working people
To reflect and respect the extra effort and time that FairWild sustainable herb collection requires, individual FairWild collectors are paid a premium price. An additional amount – known as the FairWild premium – is paid to the collectors’ cooperative to be spent on social and environmental projects for the local community.
This wholesome exchange of one good turn for another, gives collectors a strong and meaningful incentive to look after wild plant populations; thereby conserving the long-term survival of plant species and their habitats, along with the cultures and livelihoods of the communities who rely on them.
For us here at Pukka, FairWild is an exciting and essential initiative – it allows us to strengthen our relationships with the incredible collectors who work hard to bring the power of herbs to others.
But, just as importantly, FairWild gives you a unique opportunity to join this ‘virtuous circle’ simply by enjoying teas blended with incredible FairWild herbs – and by remembering that, when you do, you’ll be: “helping your brother’s boat across”.
We’re very fortunate to be currently working with FairWild growers in India, Kazakhstan, Hungary, Spain, Bosnia and Georgia.