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Wild & Raw Kombucha Business Plan

Business plan for a sustainably brewed beverage.

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Wild & Raw Kombucha Business Plan

  1. 1. Green BodyWild & Raw Kombucha Our Company and Product By: Kelly Jo Kokaisel
  2. 2. WelcomeHello and thank you for your interest in Green Body Wild & Raw Kombucha. We are very excited to introduce you to our amazing beverage and to show you how we stand uniquely in today’s market. 1) Overview & Concept 2) The Science of Kombucha 3) Our Sustainable System 4) Our Points of Difference 5) Our Team 6) Future Expansion Goals 7) Our Commitment 8) Income & Expenses 9) Photos 10) Thank You
  3. 3. Welcome Kombucha: Functional FoodKombucha is a fermented tea, desired for it’s detoxification and energy properties.Slightly sweet, slightly sour, modestly effervescent, and at only 54 calories per serving (8 oz). Kombucha is an excellent substitution for sugary soda and sweet juices.
  4. 4. Overview & Concept Our Mission: Green Body Wild & Raw Kombucha exists to provide one truly healthy and conscientious modality of a clean-food diet.Kombucha, what is it? Kombucha is a sweet, tangy, and effervescent beverage. It is cultured, like yogurt or sauerkraut, and during this culturing process essential nutrients form, such as active enzymes, probiotics, liver detoxifiers, amino acids, natural B vitamins, electrolytes, antioxidants, and polyphenols. To make kombucha, a Symbiotic Culture of Bacteria and Yeast (or SCOBY) is added to an organic black tea/sugar mixture. The SCOBY thrives on the sugar and caffeine, leaving only traces of either in the final beverage. The result is kombucha tea, a drink ‘unusually rich in nutritive properties’ [3] such as vitamin C which can increase vitality, boost the immune system, stimulate metabolism, soothe digestion, and in organic acids which can alkalize the bodys pH’ [2]. Kombucha tea is nonalcoholic, but can contain up to .5% alcohol. Green Body Wild & Raw Kombucha is raw because it has never been cooked, processed or pasteurized. It is wild because of the wild yeast it pulls in and utilizes from the air around it, truly living in harmony with it’s natural environment. This is what makes Green Body’s kombucha Wild & Raw. You will see that our kombucha can be a great home made substitute for sugary, high calorie & carbohydrate teas, sodas, and juices found on the shelves of todays markets. Besides being good for you, we’ll hope you’ll agree with us that Green Body Wild & Raw Kombucha is the best tasting kombucha tea beverage you will find. Each 8 oz serving contains about 54 calories.
  5. 5. Overview & ConceptThe Problem with Modern Diets Kombucha’s antioxidant properties and probiotic content are uniquely beneficial and is something that is lacking in many modern diets. It is a food rich in vitamins and minerals, which are essential to good health. There are many reasons people drink kombucha; some to add nutrients, vitamins, and minerals to their diet, some to combat pollutants in their bodies from the foods and products we use and consume, and some just because it tastes really, really good. Many of the whole foods we eat today, even so-called fresh food, have been grown with chemicals - herbicides, pesticides and fertilizers. These chemicals can contain endocrine suppressants, carcinogens, and at very least ‘stimulate plant growth too rapidly for the uptake of the trace elements and minerals essential for our bodies, resulting in the food lacking nutritional value’ [4]. After this, some are then sprayed with even more chemicals to preserve their color and shelf life. Then, they are processed to the point where most of the beneficial nutrients have disappeared altogether, leaving the meal virtually barren. Besides today’s foods lacking in nutritional value, overuse of antibiotics is causing new resistant strains of bacteria which can allow food poisoning to occur more easily [4]. Over time build up of these bacteria and chemicals in our bodies, coupled with a lack of healthy nutrients, can eventually form maladies such as certain cancers, allergic reactions, digestive disorders, heart disease, diabetes, high blood pressure, asthma and arthritis, to name a few. It is imperative that we wake up and educate ourselves and others in the ways of protecting ourselves, as well as our planet. When the homeostatic balance of the body is disrupted, consuming a fermented food such as kombucha can aid in restoring your metabolic balance and health. So, try it for yourself, and see how good Green Body Wild & Raw Kombucha can make you feel!
  6. 6. Overview & ConceptWhere did kombucha originate from? ‘The origins of Kombucha have become lost in the mists of time. It is thought to have originated in the Far East, probably China, and has been consumed there for at least two thousand years. The first recorded use of kombucha comes from China in 221 BC during the Tsin Dynasty. It was known as "The Tea of Immortality". It has been used in Eastern Europe, Russia and Japan for several centuries. Its from Japan in 415 AD that the name kombucha is said to have come. A Korean physician called Kombu or Kambu treated the Emperor Inyko with the tea and it took his name, "Kombu" and "cha" meaning tea. Russia has a long tradition of using a healing drink called "Tea Kvass" made from a "Japanese Mushroom". From Russia it spread to Prussia, Poland, Germany and Denmark but it seems to have died out during World War Two. After the war Dr Rudolph Skelnar created renewed interest in kombucha in Germany when he used it in his practice to treat cancer patients, metabolic disorders, high blood pressure ,and diabetes’ --James Roche,The History and Spread of Kombucha [8].
  7. 7. The Science of Kombucha What People Are Saying About This Amazing Beverage Kombucha’s Probiotic Properties‘It has been proven by several lab tests that Kombucha too acquire same antiviral, anti fungal and antibiotic properties that fermented milk items do’ --KombuchaHome.com [9]. Kombucha’s Organic Acids ‘There are two organic acids produced by kombucha which encourage the activity of the resident bifidobacteria, thus restoring a healthy balance with the bacteroides: Lactic acid Essential for healthy digestive action (through its derivative lactobacilli) and for energy production by the liver, and is not found in the tissues of people with cancer. Acetic acid An antiseptic and inhibitor of pathogenic (harmful) bacteria’ --AnahataBalance.com [4]. Contraindications If you have an impaired immune system, digestive problems, are pregnant or breastfeeding, or have yeast allergies, you are not advised to consume kombucha.
  8. 8. The Science of Kombucha‘Recent medical news reports support the long heldbelief that Kombucha Tea may prevent cancer. Ipersonally have had conversations with individualswho credit Kombucha tea for arresting theircancers. I have also talked to many people who saythey know of others who say they also have beencured. This comment is not to imply that Kombuchais a cure for cancer, only that some believe that it hasfor themselves or for others’ --C.J. Greenwalt, Abstracton Kombucha Tea.Medical studies show that people who drink blackor green tea (found in kombucha) show a ‘60% to75% decrease in various types of cancer’.Antioxidants and Polyphenols could account for this[32].Glucuronic acid, a major component of kombucha and not found in plain tea alone, is naturally producedby a healthy liver and aids in the detoxification of the body.. Drinking kombucha with this metabolite canhelp prevent your body tissues from absorbing toxins and poisons you may be exposed to by our food andenvironment.
  9. 9. The Science of Kombucha KombuchasVital Organic Acids These acids work symbiotically to create homeostasis in our bodies, and protects us and detoxifies us from the harsh chemicals in our foods and environment.Glucuronic acid: Produced by a healthy liver, this Oxalic acid: Stimulates intercellular production of acid is a powerful detoxifier and can readily be energy. converted into glucosamines, the foundations of Malic acid: Helps the liver to detoxify. our skeletal system. ‘A product of the oxidation process of glucose, glucuronic acid is one of the Gluconic acid: A sugar product which can break more significant constituents of Kombucha. As a down to caprylic acid to work symbiotically detoxifying agent, it has come into its own today, with… for it is one of the few agents that can cope with Butyric acid: ‘Produced by the yeast in the culture, pollution from the products of the petroleum protects cellular membranes, and when combined industry, including all the plastics, herbicides, with Gluconic acid which is produced by the pesticides and resins. It kidnaps the phenols in the bacteria, strengthens the walls of the gut in order liver which are then eliminated easily by the to combat yeast infections such as candida’ [3]. kidneys. Another by-product of glucuronic acid Nucleic acids: ‘Such as RNA and DNA, transmit are the glucosamines, the structures associated information to the cells on how to perform with cartilage, collagen (which reduces wrinkles) correctly and regenerate’ [3]. and the fluids which lubricate the joints’ [3]. Amino acids: ‘Constituents of proteins, produceUsnic acid: Contains antibiotic qualities which are important enzymes, such as glutathione a powerful said to partly deactivate viruses. antioxidant which provides protection fromCitric acid: A natural preservative. alcohol and pollution, and which is depleted by drug regimes’ [3].
  10. 10. Our Sustainable System Project PhasesInitial Phase During this phase we are producing on a very small scale, 2-4 gallons every 2 weeks. All materials are pre-processed and sourced locally by a single individual. Batches are fermented on-site of sale at our partner locations (currently, at Green Body [14]). There is no need, at this level, for any specialized disposal. We are currently operating in this phase, working to obtain proper permitting and licensing from the City of Saint Paul, and certification from Organic and Free Trade associations.Phase 2 During this phase we have licensing in place and continue to work on certification. We work with the distributor for pre-processed material inputs. Batches are fermented on-site of sales, and could be offered as a continuous brew in the bulk isle of co-ops. All product waste can be composted, or taken by our company and composted, or handled through a waste company like Barthold Recycling [12].Phase 3 During this phase we have licensing and certification in place and can be bottled and sold in stores or partner locations, or offered on continuous fermentation in bulk isle or partner locations. Fermentation may be large enough to require a rented or purchased space, and distribution would be handled through Co-op Partners Warehouse [11]. There may be more organic waste due to the large batches, but it still will remain as less than 1% of total volume and will not require substantial waste management.
  11. 11. Our Sustainable SystemSuppliers  Organic , Fair Trade ingredients from Co-op Partners Warehouse  Use what’s in seasonDistribution Suppliers  Co-op Partners Warehouse [11]  Sell bulk & bottled kombucha locallyStorage Workforce Distribution  During initial phase, product can be stored on site. After expansion, product can be warehoused at Co-Op Partners Warehouse.Waste management partners  During initial phase, there is not enough waste to require waste management. After expansion, all waste (organic) can be disposed Waste of as compost on site (if applicable) or through Barthold Recycling Storage [12]. We will also partner with Minnesota Wastewise to recycle Management paper products from labeling, as well to hone our sustainability plan [13].Workforce issues  Through our host partners (currently Green Body [14]), we will teach classes to offer knowledge transparently to all those that are interested in making Kombucha at home. The brewing and management itself can be handled, during the initial phase, by one full time person. Subsequent phases will require a team based on the scale of the expansion.
  12. 12. Our Sustainable System MaterialsAll of Slow’s beverages are 100% organic and sustainable. From Brew to BottleMaterial Inputs include: For the initial phase of the project, the distilled water Symbiotic Culture Of Bacteria & Yeast is acquired by bulk at the local co-op [15] in reusable (SCOBY) containers. In subsequent phases, water can be Water, distilled (2 gallons per batch) refilled and delivered through the distributor [11]. Tea (proprietary) Sugar (proprietary) For the initial phase, free trade organic tea is obtained Fruits for Infusion in bulk from the local co-op. In subsequent phases, tea will be delivered by the distributor.Once the initial SCOBY has been obtained, there isno need to acquire any more, it grows perpetually Free trade organic raw cane sugar is obtained same asand sustainably. The SCOBY produces ‘baby’ sugar.SCOBY’s as it ferments, which can be used forfurther batches. Organic fruit is obtained same as tea and sugar.
  13. 13. Our Sustainable System ProcessingProcessing of raw materials would be completed prior to obtaining them. If expansion were to grow to such a rate that we were able to grow our own sugar, tea, and fruit, we would then need to look at what that would entail, but that would not be a part of the primary 3 phases.During the initial phase, processing of the beverage itself requires the use of a stove top (to make tea) and simple household kitchen supplies such as a measuring cup, measuring spoons, a large bowl, a clean kitchen towel (with capability to wash), 2 large pots to boil water (with capability to wash), a strainer, a pitcher, and a funnel. A hydrometer is required to measure the sugar, alcohol, and specific gravity to calculate alcohol content and caloric content. pH strips are required to test the final product pH (this is not a legal requirement, but we feel we have a duty to monitor these levels).The preparation process takes about an hour per 2 gallon batch. Material inputs are then added to the fermentation jars and left to ferment for a period of time (proprietary, but usually around a few weeks). During subsequent phases, the use of commercial equipment and vehicles may be required. Until commercial vehicles are obtained, processing must take place on-site of sales, as product cannot be legally transported without them, or transported by our distributor only.It is part of the business plan that Making Kombucha classes are offered to teach people how to make the beverage themselves (flyer included on Photos page at end of this plan). This means that our partner locations would be places that have the capability to offer cooking classes, providing the resources necessary to process the Kombucha on-site. Such places would be co-ops and health clubs. The class is offered at intervals when the batches are done fermenting, and so the community helps to process and bottle the drink. This involvement builds community and support behind the product. In a large scale production environment, classes would still be offered but participants would not handle actual product.
  14. 14. Our Sustainable System FermentationFermentation can take place in containers separate from final distribution vessel (i.e. bottles), or can take place in the final distribution vessel, as in a continuous fermentation system.In standard fermentation, the material inputs are left to sit for a certain number of days, and then bottled, and sometimes infused with fruit for another period of days. During the fermentation process, the bacterial culture (SCOBY) collects wild yeast from the air to work symbiotically with the bacteria in order to ferment the tea. The SCOBY feeds off the sugar two do two things: grow, and create carbonation and alcohol in the tea. It is also through this process that Gluconic Acid is produced, which is the chemical found to give Kombucha it’s strong anti-oxidant properties. Visually undetectable bits of the SCOBY itself also infuse into the tea, and become the microflora of ‘good bacteria’ that help the body, when ingested, to help fight off ‘bad bacteria’. The tea itself gives kombucha its small amount of caffeine, which is desired for its energy properties.In continuous fermentation, tea and sugar are added periodically to a distribution/fermentation vessel with a spout used to dispense the product in a bulk process. Customers are encouraged to bring their own bottles in for refills in this situation. The vessel would need to be periodically exchanged for a clean vessel, and SCOBY checked for mold/contamination. Continuous fermentation may pose a higher risk for contamination if not monitored properly. A wooden tap, used in the cider industry, is necessary on a continuous fermentation vessel.In both cases, fermentation and dispense needs to happen in a glass or lead-free ceramic vessel. Plastic or standard ceramic will leach chemicals into the kombucha due to it’s high acidity (low on the pH scale). Kombucha is usually fermented to and consumed at roughly 3.2 pH. To remain a non-alcoholic beverage, sugar volume and fermentation time need to be closely monitored to keep alcohol level under the legal limit of .5%.
  15. 15. Our Sustainable System DisposalKombucha is only fermented, not brewed like beer, and so therefore does not have the waste that brewers would have to deal with. With unflavored kombucha, there is less than 1% fermentation waste, (sugar, SCOBY) and this is left in the beverage and desired for consumption due to it’s claimed health benefits. In flavored kombucha, approximately 2 oz of fruit material is strained out after infusion (infusion occurs after bottling by adding 2 oz of fruit to the beverage and letting it sit for a certain number of days). There is also less than a half cup of tea leaf waste per 2 gallon batch. The SCOBY will grow to a point where it is too big for the vessel and some will need to be removed. These extra SCOBY’s can be given to participants of the class to make their own batches, dried and used as dog treats (another product possibility), or put into compost.This organic material should be composted in the nearest available area, or managed through a company like Berthold Recycling who buys organic material to feed their farm pigs [12]. In a large scale scenario where we are able to grow our own sugar, tea, and fruit, it would be ideal for the waste to be used as compost material for the plants, closing the system loop.Waste paper material from labeling should be recycled. Depending on scale, a contractor may be required to handle a large amount of paper waste [13].
  16. 16. Our Sustainable System Visualizing the Cycle Material inputs areThe organic waste is taken obtained from a co-opto a farm and put back into or distributorthe food cycle. Kombucha is processed on-site of sale, or in a large scale space in future phases. The drink is bottled on-site of sale The drink is left to = Distributor on small scale, or bottled in a large ferment, untouched, space in future phases. for a few weeks.
  17. 17. Our Points of Difference Competitive Review ‘Long popular in other countries, Kombucha tea is gaining popularity in the United States’ [7].Why Now Whole foods, natural foods, and clean foods have been increasing in popularity over the past years as information regarding the status of toxins and carcinogens in our food supply has surfaced. Today’s consumers (many of them LOHAS) want more simple and clean alternatives for food, but with the same benefits as the less healthy alternatives.‘During the products [kombucha’s] meteoric rise, celebrities talked it up, Whole Foods embraced it, and dozens of small brewers sprang up to meet burgeoning demand. Sales doubled annually for the past four years, reaching $150 million in 2009.’ [1] ‘Sales of kombucha and other “functional” juices in the United States topped $295 million last year, up 25 percent over a two-year period, according to SPINS Inc., a market researcher. In 2009 Americans bought more than a million bottles of GT’s Kombucha, the leading commercial variety made by Millennium Products’ [6]. ‘Its growing popularity taps into the probiotic and detox diet crazes, along with consumers thirst for traditional remedies and Chinese medicine’ [10].Market Size Our customers are mostly LOHAS consumers, or those aspiring to be. ‘Demand for very few products has grown as fast as that for kombucha’ [1]. ‘Currently the share of the organic food and drinks market in the developed world makes only 3 to 5 percent, but share of LOHAS consumer is estimated to 25 percent’ [5] .
  18. 18. Our Points of Difference Competitive ReviewCompetition  GT’s Raw Organic Kombucha: nice taste, but expensive and has a negative reputation after being very publicly removed from store shelves due to bottling and alcoholic content issues.  Katalyst Kombucha: has odd flavor choices.  UnPeeled Kombucha: has a watery taste, by comparison. We are sure that you will find Green Body Wild & Raw Kombucha to be more competitive in price, taste, and quality that our competition.
  19. 19. Our Points of DifferenceGreen Body Wild & Raw Kombucha proposes to be sold on a constant fermentation system via tap, and sold slightly prematurely to full fermentation. Consumers can bring in or buy a grog bottle and take the beverage home for final fermentation, and infusion (with natural flavorings), if desired.Our product will also be sold as a counter item in café spaces, or in the bulk section of natural food stores.Competitive Advantages LOHAS …But won’t Consumers compromise… Taste – Quoted as being ‘better than any other care about… kombucha on the market today’ –Chris Erickson Price – Comparable to in-store brands, but larger size. Home-made appeal – Marketed as homemade, like no other in today’s market.
  20. 20. Our Points of DifferenceProduct Form Factor: Purchase or bring in a grog to fill from the continuous fermentation jars. Functionality: Continuous fermentation allows the product to be controlled and sold with a alcohol content below the legal limit of .5%. Consumers can take the beverage home to continue fermentation or begin flavor infusion. This will deliver the unique desired final product of his or her choice to the consumer. Features: Organic and Fair Trade Certified, Locally made, Hand-Made, Clean and Free of Pasteurization or Preservatives. Architecture: Simple, Grass Roots Style, Community Supported Feeling. Intellectual Property: The Green Body logo and Wild & Raw Kombucha name are property of Kelly Kokaisel and Green Body.Business Model Revenue model: Making Kombucha Classes Retail Product Pricing: Starting with one size: 34 oz priced at $10 Natural Flavor / $11 Flavored Average account size: Affiliate with Boutique Fitness Gyms, Health Centers, and Natural Food Markets. Partnering with the type of companies will maximize exposure and account size. Sales & distribution model: Using local health foods distributor and retailing through above-mentioned retail channels. Customer/pipeline list: Green Body studio is the Pilot retail channel with a customer base of over 200 past and present clients, partners, and affiliates, and which utilizes small business marketing through Constant Contact marketing services. Green Body is located in an upscale condominium complex, and several of the unit owners and tenants add to the Green Body community as well.
  21. 21. Our TeamFounders & Management Kelly Jo Kokaisel | Sustainable Design Consultant/Founder David LaChapelle| Green Body Owner/Founder Green Body gym in Saint Paul Minnesota is partnering with Wild & Raw Kombucha to serve as our processing facility and to promote sales and exposure. Green Body is, ‘A boutique gym designed with holistic strength and energy in mind, since 2000. Specializing in functional strength training, core conditioning, athletic development, kettlebells, yoga, small group-classes, and clean eating. emPOWER your life machine. http://www.greenbody.net’ [14]. Green Body has a large following of health and wellness minded clients, athletes, and friends. Green Body also has influenced much of the clean eating and living ideals of Wild & Raw Kombucha, and this conscientiousness has gone into our product. ‘Our bodies are miraculous. Through the process of understanding the bodys systems, function, movement patterns, we may come to esteem the body as the purest example of what a highly adaptable, fully expressible and energy efficient "machine" can be.
  22. 22. Our TeamGreen Body aligns with the values of Wild & Raw Kombucha ‘Energy is the essence of life. When it is low, we are weakened and can be overcome by stress and disease. When energy is high, we are strong, resilient and more resistant to stress and disease. Decreased consumption and sustainability have become hot topics. Most can agree that we need to consume less, however, we need to take one more step forward and see that efficient consumption, function and energy production can start from within our own bodies, creating a stronger life force and enabling us to do and be more with less. By nature, we each are born into our uniquely functioning and efficient design. An accumulation of unhealthy lifestyle choices (dirty foods(processed), over-eating(inefficient consumption), chemical use and abuse within the body and environment), lack of exercise and a disconnection between the mind, body and environment, over time, weakens our energy flow, opening up the potential for stress and disease. Green Body is an enhanced then sustained level of overall energy and body function. This state of being requires enhancing the body first, then maintaining the bodys higher levels of functional-strength, endurance and immunity. A Green Body can be achieved through a progressive functional-strength exercise plan, endurance training, body-awareness and the mindful eating of clean and powerful whole foods.’ --Trainer/Owner David LaChapelle, Green Body.
  23. 23. Our Team The Green Body Studio, our processing space.
  24. 24. Our TeamWe are positioned to be the first sustainable fitness & clean eating studio in the mid-west, and 1 of only a handful in the entire country.Why Do We Care About Running a Sustainable Business? Today, we are over 390 parts per million of carbon dioxide in our atmosphere. Historically, our Earth has been at only 275 ppm; this is a healthy level for our planet. Climate experts believe that 350 ppm is the upper limit, and when we exceed this limit we risk damaging our planet’s systems beyond repair. This is the risk we are taking today with every action that emits CO2 into our atmosphere, and the consequences are unpredictable [18]. ‘Since 1940, the production rates of synthetic petrochemicals has increased from one billion pounds to over 400 billion pounds in the 1980’s, the impacts of which include bioaccumulation and cancer’ [27]. Today, many women’s human breast milk is so contaminated with mercury and flame retardants like Teflon (found in chairs, cars, clothes, beds, virtually everything we touch) that it would not be approved for human consumption by the FDA [28]. By measuring and analyzing our product’s and processing facility’s impact, we can reduce or eliminate its contribution to issues such as these, and the overall impact on the planet.
  25. 25. Our TeamWhere are we now? Currently we: Recycle paper, plastic bottles, and aluminum. Dispose of one tall kitchen bag of trash per month, the rest is recycled or composted or reused. Use washable dishes instead of disposable. Have created a green ceiling which provides better air quality. Use energy efficient lighting and use natural light when possible. Keep heat and cooling temperatures at energy saving levels. Will soon use an Owl, an energy use monitor. Turn phantom load power off at night. Use organic and fair trade ingredients in our kombucha beverages. Use drinking water that is non-cooled and is supplied in refillable containers.
  26. 26. Our TeamWhere do we want to be?In 10 Years  Be Carbon Neutral.  Be Water Neutral.  Be in a LEED certified building.In 5 Years  Use biofuel for cooking and heat.  Begin planning sustainable building initiative.  Acquire small scale solar panels to supplement electricity.  Install green roof.By Next Year  Work with a sustainable designer.  Initiate a sustainability plan.  Work with organizations that invest in sustainable initiatives, such as 1% For The Planet.  Understand and support government policies in sustainability.  Reduce consumption, change habits, retrofit building, use available alternative energy options.
  27. 27. Future Expansion GoalsWe are seeking investors who want to be a part of this bourgeoning market in clean eating, and who can assist in growing Green Body Wild & Raw Kombucha to meet the potential and demand that the near future holds. We need to expand our production in order to properly market our product.This means funding for materials, man power, marketing, and distribution. Ifyou agree with us that Green Body Wild & Raw Kombucha is the best tasting kombucha you’ve ever had, then please join our team, and together we can realize our potential, personally and professionally.
  28. 28. Future Expansion Goals Carbon Neutral 1 Year 5 Years 10 Years Purchase Invest carbon Use biomass offsets and AcquireWork with Initiate Practice Reduce need Begin plan system for Become use energy Acquire solarsustainable sustainability for for LEED cooking gas carbon Learn alternative generating panels designer plan refrigeration building (eventually neutral! energy equipment Monitor for all gas) options at utilities
  29. 29. Future Expansion Goals Water Neutral 1 Year 5 Years 10 Years Invest Install gray Use living Use eco water Install rain machine toWork with Initiate Practice Install green Begin plan Become settings on capture barrels to recycle allsustainable sustainability roof on for LEED water Learn washer and systems in collect water in designer plan building building neutral! dishwasher bathroom rainwater closed loop Monitor and kitchen system
  30. 30. Future Expansion Goals LEED Certified 1 Year 5 Years 10 Years Begin plan to Invest Join up with become Construct Use green LEED CreatedWork with Initiate Practice equipment Become repurposed coalition for certified or constructed Meet LEEDsustainable sustainability instead of LEED Learn and recycled material acquire a equipment requirements designer plan consuming certified! materials swapping LEED for sale Monitor equipment scheme certified space
  31. 31. Future Expansion Goals How Do We Get There?In order to achieve our desired outcomes, we must have a clear vision of where we are trying to get to.We must utilize the tools others have created for us so that we can measure and analyze our progresstowards our vision. TOOLS: •The Natural Step framework [17] Vision •Carbon Footprint Calculator [19] •Water Footprint Calculator [23] •Triple Bottom Line [25] •Biomimicry [20] Outcome Strategy •Life Cycle Analysis [26] •Permaculture Principles [21] •Hannover Principles [22] Action
  32. 32. Future Expansion Goals Our Plan We believe we can create positive environmental impacts by way of skillful, intentional design.Develop Sustainability Plan, launch on Earth Day 2011. Do a LCA on the Green Body studio and our Wild & Raw Kombucha (water usage, energy usage, etc.), compute footprint and expose largest impact segment. Create initiatives to reduce largest impact segment, then next, and so forth. Create Triple Bottom Line: People, Planet, Profit (as part of profit, become a member of 1% For The Planet) [29]. Become Climate Neutral by offsetting the carbon footprint of the studio by investing (in wind energy for starters), with long term goal of offsetting historical carbon footprint. Offset employee commutes by planting trees. Purchase Green Body Biodiesel Van for events. Begin series Climate Neutral Green Body events; triathlon, road race, cyclo-cross, etc. (‘Green Body 5k, The Cleanest Race on the Planet’, at which we will supply Wild & Raw Kombucha). The Term ‘Climate Neutral’‘encompasses other greenhouse gases regulated by the Kyoto Protocol, namely: methane (CH4), nitrous oxide (N2O), hydrofluorocarbons (HFC), perfluorocarbons (PFC), and sulphur hexafluoride (SF6), and is preferred over ‘Carbon Neutral’’ [30]. Create Employee Biodiesel and Hybrid Incentive Program, with rewards for walking, biking, carpooling, public transport, etc., and long term goal of employee gift $ toward bike purchase. Host building-wide eco-challenge to reduce consumption, at which we will provide Wild & Raw Kombucha.
  33. 33. Our Commitment PrinciplesOur Materials Our Standards We pledge to choose local, non-toxic, sustainably We pledge to measure our impacts by regularly managed, and durable materials that can be reused, conducting a life cycle analysis of our products and recycled, or composted at end of use, adhering to a closed processing facilities to ensure best efficiency and integrity loop cycle. We use Fair Trade and Organic material inputs with our triple bottom line, including carbon footprint whenever possible, and are conscious of the impacts of our and water footprint. We keep up to date on and in synch decisions upon the well being of people and the planet. with industry trends and tools, and encourage open communication between colleagues, consumers, and manufacturers to link long term sustainable considerationsOur System with ethical responsibility. The continuous process of We pledge to maintain our bottle recycling program and monitoring, analyzing, redesigning and implementing use washable kitchen goods, rather than disposables. We keeps our production efficient as conditions change and maintain a system which promotes minimal resource new opportunities emerge. consumption. We share our knowledge in a transparent way with our customers and friends, and recognize the interdependence of the human element with the natural Our Facilities world. Nature is our mentor. Our bottle recycling We pledge to operate in buildings that are not harmful to program promotes our business plan as a service, rather their occupants nor to the larger environment. Our than a product, and lengthens the life cycle of our indoor air quality initiatives currently include our green materials. Our triple bottom line weighs social, ceiling. We use manufacturing processes and produce environmental, and economic equity equally. Our locally products which require less energy, and rely on natural owned and operated business includes and promotes our energy flows such as solar, wind, and geothermal. We use beautiful and healthy community, and aligns ourselves permacualture and biomimicry principles in terms of with locally managed non-profit organizations and growing our food, harnessing our energy, constructing regional corporations, working as partners together to things, conducting business, healing ourselves, processing help make a difference in our communities. information and designing our communities.
  34. 34. Our Commitment Packaging Our packaging considers the Sustainable Packaging Coalition (SPC) criteria:  material use  energy use  water use  material health  clean production and transport  cost and performance  community impact and  worker impact.Currently, our packaging is simplified to a small sticker with pertinent information that can be easily removed before returning bottling for washing and recycling, minimizing our input, energy, and waste impacts.
  35. 35. Income & ExpensesInitial Investment (per 2 gallon batch):  Fermentation Jar - $13.49  Cloth - $1.67  Grog Bottles (x6) - $2.99/bottle = $17.94 TOTAL = $33.10 / 6 bottles per batch = $5.52 per bottle. These supplies should last a minimum of 6 months, or 13 batches. $33.10 / 13 = $2.55 per batch = $0.43 per bottle.Recurring Investment  Water (x2 gallons) - $1.19/gallon = $2.38  Organic Free Trade Raw Cane Sugar (x3 cups) - $2.19/2.25 cups (1 lb) = $2.94  Organic Free Trade Black Tea (x1/3 cup) - $23.99/lb (7 cups) = $1.15  Replacement Bottles (2-3/batch) - $2.99/bottle = $5.98-$8.97 = $7.50 average  Fruit for infusions = $15 Total = $28.97 / 6 bottles per batch = $4.83 per bottle.Total Investment  Initial investment of $0.43 + Recurring investment of $4.83 = $5.26  Sale per bottle of $11 (with fruit infusion) – investment = $5.74, a 52% PROFIT
  36. 36. Photos From our Classes & Students
  37. 37. Thank You This is how we envision our homemade, grass roots, community created kombucha product to be produced and distributed. We want to keep a feeling of small batch, artisan essence to it and eliminate wherever we can any corporate, commercial, or mass production image. We want people to know that ‘you can do it yourself, but if you don’t want to, we’ve got some made for you’.The policies of the F.D.A. prevent us from stating that kombucha cures any ailment. They require scientific studies be done before claims can be made. Studies cost many millions of dollars. The pharmaceutical industry, which works closely with the F.D.A., is unwilling to conduct such studies on ‘home cures’. The F.D.A. does not conduct such studies. Two thousand years of positive anecdotal information about kombucha can be taken for what it is worth. We cannot state that kombucha can cure any illnesses, therefore we do not make any such health claims. We simply pass on the information others have shared.
  38. 38. Sources[1] Inc.com, “Small Kombucha Brewers Find Themselves in Hot Water”, [16] Cradle to Cradle, William McDonough, 2002. http://www.inc.com/articles/2010/small-kombucha-brewers-find-themselves- [17] TheNaturalStep.org , http://www.thenaturalstep.org/the-system-conditions in-hot-water.html [18] 350.org, http://www.350.org/en/about/science[2] DiamondOrganics.com, “Newsletter 165”, http://www.diamondorganics.com/newsletter165 [19] Nature.org, http://www.nature.org/initiatives/climatechange/calculator/[3] Sulis-Health.co.uk, “How Does Kombucha Culture Work?”, http://www.sulis- [20] BiomimicryInstitute.org, http://www.biomimicryinstitute.org/ health.co.uk/kombucha/kombucha.shtml [21] Holmgren.com, http://www.holmgren.com.au/[4] AnahataBalance.com, “Why Drink Kombucha Tea”, [22] McDonough.com, http://www.mcdonough.com/principles.pdf http://www.anahatabalance.com/teakombucha2.html [23] Waterfootprint.org,[5] Bio Summit 2010, http://bio-summit.retailinfo.cz/en http://www.waterfootprint.org/?page=cal/WaterFootprintCalculator[6] NYTimes.com, “A Strange Brew May Be A Good Thing”, [24] Worldometers.info, http://www.worldometers.info/water/ http://www.nytimes.com/2010/03/25/fashion/25Tea.html [25] Cannibals with Forks, John Elkington, 1998.[7] MayoClinic.com, “What is Kombucha Tea? What Are the Health Benefits of Kombucha Tea?”, http://www.mayoclinic.com/health/kombucha- [26] ISO.org, tea/AN01658 http://www.iso.org/iso/iso_catalogue/management_and_leadership_standards /environmental_management.htm[8] SeedsOfHealth.co.uk, “What is Kombucha?”, http://www.seedsofhealth.co.uk/fermenting/kombucha.shtml [27] A Deeper Look at System Condition 2, Jill Rosenblum | https://learn.mcad.edu/@@/D5FCFE87D5AD13C7010606AC10993ADC/c[9] KombchaHome.com, “Kombucha – Tribute to Health”, ourses/1/SDVS-1960-10-F10/content/_110307_1/NaturalStepSC2.pdf http://www.kombuchahome.com/ [28] NewYorkTimes.com,[10] MSNBC.com, “Trendy Fizzy Drink is Mushrooming”, http://www.nytimes.com/2005/01/09/magazine/09TOXIC.html?pagewanted http://www.msnbc.msn.com/id/36571884/ns/health-diet_and_nutrition/ =1&_r=1[11] Co-op Partners Warehouse: http://www.cooppartners.coop/ [29] One Percent for The Planet, http://www.onepercentfortheplanet.org/en/).[12] Barthold Recycling: http://bartholdrecycling.com/site/index.html [30] Wikipedia.org, http://en.wikipedia.org/wiki/Carbon_neutrality[13] Minnesota Wastewise: http://www.mnwastewise.org/ [31] Fundamentals of Sustainable Business|A Guide to the Next 100 years, Tueth.[14] Green Body: http://www.greenbody.net/ Matthew Ph.D 2010, Hackensack: World Scientific Publishing Co.[15] Mississippi Market: http://www.msmarket.coop/ [32] KombuchAmerica.com, http://www.kombuchaamerica.com/page4.shtml