Ubuntu Cola is a First for the United Kingdom
Tiana Reid — October 26, 2010 — Social Good
References: ubuntu-trading & clearlyso
Ubuntu Cola is inspired by the classical African concept of Ubuntu, which is an ethical philosophy focusing on humanity and kindness. Following in the vein of caring for one another, Ubuntu Cola is certified by the Fairtrade Foundation, which is a United Kingdom-based charitable organization which focuses on improving the livelihoods of the poor in developing countries. It is because of this that Ubuntu is the first cola company in the United Kingdom to be fair trade certified.
The sugar for the cola comes from cooperatives in Kasinthula, Malawi and Kaleya, Zambia. At the Kasinthula fair-trade cooperative, the members receive an average of $4 a day, which at first glance, doesn’t sound like a lot, but is in fact six times the average income of a Malawian. In addition to offering fair prices for sugar producers, Ubuntu puts a minimum of 15 percent of its yearly profits back into what is called the Ubuntu Africa Programme, which ensures the success of the farmers and their communities by encouraging entrepreneurship and innovative ways to reduce poverty.
In preparation for its launch, the Ubuntu Trading Company did marketing research in order to create the ideal product. Ubuntu Cola comes in three different forms: a 500 milliliter PET plastic bottle, a 275 milliliter glass bottle, and a 330 milliliter can similar to traditional soda containers. Currently selling in Scandinavia and the United Kingdom, Ubuntu Cola’s main demographic is young professionals, housewives and students. Ubuntu has a strong personality, amazing flavor, refreshing taste and a social aspect that is completely antithesis to what you typically associate with companies like Coca Cola or others in the beverage industry. By bringing the fair trade movement to the soda market, Ubuntu Cola is raising awareness about how fair wages can dramatically change lives.
Contact Information:
Ubuntu Website
PO Box 46359
London
SW17 7UY
Telephone: +44 (0)208 767 3240
Fax: +44 (0)208 767 3240
The sugar for the cola comes from cooperatives in Kasinthula, Malawi and Kaleya, Zambia. At the Kasinthula fair-trade cooperative, the members receive an average of $4 a day, which at first glance, doesn’t sound like a lot, but is in fact six times the average income of a Malawian. In addition to offering fair prices for sugar producers, Ubuntu puts a minimum of 15 percent of its yearly profits back into what is called the Ubuntu Africa Programme, which ensures the success of the farmers and their communities by encouraging entrepreneurship and innovative ways to reduce poverty.
In preparation for its launch, the Ubuntu Trading Company did marketing research in order to create the ideal product. Ubuntu Cola comes in three different forms: a 500 milliliter PET plastic bottle, a 275 milliliter glass bottle, and a 330 milliliter can similar to traditional soda containers. Currently selling in Scandinavia and the United Kingdom, Ubuntu Cola’s main demographic is young professionals, housewives and students. Ubuntu has a strong personality, amazing flavor, refreshing taste and a social aspect that is completely antithesis to what you typically associate with companies like Coca Cola or others in the beverage industry. By bringing the fair trade movement to the soda market, Ubuntu Cola is raising awareness about how fair wages can dramatically change lives.
Contact Information:
Ubuntu Website
PO Box 46359
London
SW17 7UY
Telephone: +44 (0)208 767 3240
Fax: +44 (0)208 767 3240
Trend Themes
1. Fair Trade Beverages - Developing unique, ethical products that support and raise awareness around fair trade is a growing trend in the food and beverage industry.
2. Ethical Entrepreneurship - Innovative business solutions that prioritize fair wages and community support are becoming more prevalent in consumer markets.
3. Socially Responsible Marketing - Companies that prioritize a social aspect and share their ethical philosophy with their target demographic are resonating with conscious consumers.
Industry Implications
1. Fair Trade Manufacturing - Manufacturing for companies that prioritize fair wages and community support is an emerging market segment in the food and beverage industry.
2. Socially Conscious Brands - Consumers are seeking out brands that prioritize ethical consumption and community support, creating opportunities for businesses that put these values front and center.
3. Sustainable Consumer Products - Companies that prioritize sustainable and ethical ingredient sourcing and run socially responsible programs, such as Ubuntu Cola's Ubuntu Africa Programme, have potential to disrupt the consumer goods industry.
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