Here's to a beautiful FairWild world

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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.

Meet the author

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Sebastian Pole, Co-founder and Herbal Director

I’m Co-founder and Herbal Director at Pukka Herbs. As well as formulating all our organic products, I run my own herbal practice in Bath which I’ve done since 1998. I’m a registered member of the Ayurvedic Practitioners Association, Register of Chinese Herbal Medicine and the Unified Register of Herbal Practitioners. All this with the aim of using the principles of Ayurveda (the ancient art of living wisely) to help create positive change and positive health. Inspired by my time in India, I love cooking a vegetarian feast and rely on regular yoga practice and herbal supplementation to keep me well. I am passionate about running a business that inspires positive change and brings the benefit of the incredible power of plants to everyone we connect with. I live on a two acre garden-farm in Somerset where I grow a rainbow spectrum of medicinal and nourishing plants for my bees and family to live from. 

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