The Plant. Grow. Nourish. program has been created by Herbal Essences in partnership with TechnoServe and the Sustainable Guar Initiative to help support guar farmers and more. The month-long program will see every bottle of Herbal Essences Sulfate-Free bio:renew sold providing an organic vegetable meal to guar farmers and their families in the Rajasthan region in India. The program includes a range of participating retailers such as Walmart, Target, Kroger, Walgreens, Family Dollar and Meijer.
The Plant. Grow. Nourish. program comes as one of several initiatives being launched by Herbal Essences in a bid to help protect the environment, give back and establish partnerships with likeminded organizations and experts. The program will be run from April 3 to 30 at the aforementioned retailers and at Rite Aid form April 15 to May 15, 2023.
Beauty Brand Farming Initiatives
The Plant. Grow. Nourish. Program Supports Guar Farmers
Trend Themes
1. Sustainable Agriculture - Opportunity to create programs that support sustainable and ethical agricultural practices, and also build alliances with farmers to enhance brand image and build consumer trust.
2. Social Responsibility - Opportunity to engage in social responsibility programs that contribute to the well-being and livelihood of farmers, their families and communities, while also positioning the brand as socially conscious and responsible.
3. Transparency and Traceability - Opportunity to introduce programs that bring transparency and traceability to supply chains, through the use of Blockchain or other technologies, and also demonstrate commitment to fair trade and ethical sourcing practices.
Industry Implications
1. Beauty and Personal Care - The beauty and personal care industry has the potential to incorporate sustainable and transparent supply chain practices, directly supporting small-scale farmers, and facilitating eco-conscious purchasing patterns among consumers.
2. Retail - Retailers can leverage their buying power to promote socially conscious sourcing of raw materials, provide better prices for farmers and their families, and create marketing campaigns that highlight social responsibility initiatives.
3. Food and Beverage - The food and beverage industry can also embrace sustainability and ethical practices in sourcing raw materials, creating alliances with farmers and cooperatives, and adopting clear traceability mechanisms that build trust and value with end-consumers.