REBBL

REBBL, an acronym for "Roots, Extracts, Berries, Bark, and Leaves," operates in the functional beverage market, offering a range of plant-based drinks. The company was co-founded in 2011 by Palo Hawken and David Batstone. The concept for REBBL emerged from the founders' work with the non-profit organization Not For Sale, which is dedicated to combating human trafficking. Hawken, serving as the Chief Innovation Officer, brings a background in product development, while Batstone, a former business professor and journalist, provides a foundation in social enterprise and human rights advocacy.

The company's establishment was a direct response to a need identified by Not For Sale to create sustainable, long-term livelihood opportunities for communities vulnerable to exploitation. This led to a partnership with Not For Sale, where REBBL was created as a for-profit entity with a social mission at its core. REBBL donates 2.5% of its net sales to Not For Sale to support the organization's global efforts.

REBBL's business model centers on the production and sale of organic, ready-to-drink beverages that incorporate adaptogens and super-herbs, such as ashwagandha, maca, and reishi. These ingredients are chosen for their purported health benefits, positioning the products as functional foods that support wellness. The product line includes various elixirs, protein drinks, and cold-brew coffees, all of which are plant-based, dairy-free, and use ethically sourced ingredients. The beverages are sold through major retail channels, including natural food stores and conventional grocery chains across the United States, targeting health-conscious consumers.

A significant milestone in the company's history was securing B Corp certification, which legally requires the company to consider the impact of its decisions on its workers, customers, suppliers, community, and the environment. This certification underscores its commitment to social and environmental governance. The company's supply chain is a key aspect of its operational and ethical framework, focusing on direct sourcing from communities to create a positive economic impact and prevent exploitation.

Keywords: functional beverages, plant-based drinks, social enterprise, ethical sourcing, B Corp, adaptogens, organic products, impact investing, consumer packaged goods, wellness drinks