Ecopreneurs are inspiring! And luckily, more and more consumers are choosing these brands over their less sustainable brothers and sisters. This shift does mean however that greenwashing has become more profitable and thus the rise of “sustainable” brands is a thing. And is sustainability about limiting the damage of your existence or truly making the world a better place through your existence? The latter are the brands who are the true inspiration. In FutureFriday I will pick out these brands and tell you how their mission is reflected in their branding and what we can learn from them.
This week we’re kicking off with the Dutch brand Wilder Land. Wilder Land positions itself not just as a food brand, but as a movement towards ecological restoration through conscious consumer choices. And they do so by making it the delicious choice! And in my opinion, they do this in a very unique and very effective way! Right from the very start, founders Daan van Diepen and Matthijs Westerwoudt were looking for a business model that would make the planet thrive the more they scaled up. And this way of thinking makes them very unique. The more they sell, the better it is for the planet.
Wilder Land stands out in the crowded tea market with its unique mission: restoring biodiversity in the Netherlands. But how does this purpose reflect throughout the brand? Let’s dive into the core elements that define Wilder Land.
The purpose
Wilder Land has a clear and ambitious mission: to restore biodiversity in the Netherlands. Founded by Daan van Diepen and Matthijs Westerwoudt, the brand aims to tackle the ecological challenges caused by intensive monoculture farming. Through reintroducing native plant species into agricultural landscapes, they seek to revive ecosystems, boost soil health, and create habitats for wildlife. This vision extends beyond simply reducing harm—it aims to regenerate and enrich the environment by making biodiversity an integral part of the food production process.
1. The Brand DNA
Mission: To revive the biodiversity of Dutch landscapes by transforming native plants into desirable consumer products.
Key Elements of Brand DNA:
- Slogan: Through their playful slogan like “Natuurherstel om je vingers bij af te likken” (nature restoration you can taste), the brand effectively ties the product experience to its ecological goals.
- Product Philosophy: Utilizing native plants considered as “weeds” to create premium teas, kombuchas, and pasta, turning a problem into a solution.
- Target Market: Eco-conscious consumers who value sustainability and unique, locally sourced products. By making it very accessible through their branding, the also make it accessible to the late adapters to try out their products.
2. Purpose Reflected in Their Products
Wilder Land’s products embody their mission in several ways:
- Native Plant Ingredients: Their teas include species like elderflower, chamomile, and mint, directly sourced from their biodiversity-restoring initiatives.
- Partnership with Pantar:
- Social Impact: Pantar provides employment opportunities to individuals who are distanced from the traditional labor market.
- Tasks Handled: Packaging and logistics, allowing the brand to have a positive social impact alongside its environmental goals.
Product Highlight:
- Herbal Tea Range: A variety of blends featuring locally harvested ingredients, emphasizing the unique flavors of Dutch landscapes.
3. Branding Elements and Customer Experience
Wilder Land’s branding is cohesive, reflecting its commitment to nature and sustainability. Here’s how:
- Packaging:
- Uses recycled and recyclable materials with earthy, natural designs.
- Minimalistic but vibrant, highlighting the natural origins of their products.
- Tone of Voice:
- Educational yet approachable, making topics like biodiversity accessible.
- Example: Blog posts and product descriptions explain the importance of each ingredient and its ecological benefits.
- Customer Engagement:
- Point System:
- Customers earn points for every purchase.
- Points are then used to plant native seeds, directly contributing to biodiversity.
- Example: Buy a box of tea, earn points, and choose to plant chamomile or elderflower in a farming area needing restoration.
- Point System:
4. Transparency About Their Roadmap and Impact
Wilder Land is open about its achievements and ongoing challenges:
- Current Impact:
- Collaborations with farmers across the Netherlands to introduce native plant species.
- Real-world examples are shared on their blog, detailing specific biodiversity projects on different farms.
- Challenges Faced:
- Scaling up biodiversity credits is complex due to the lack of standardized metrics in the market.
- The need to appeal to a broader consumer base without compromising their sustainability mission.
Where They Are Now:
- Actively testing and refining products to enhance taste and appeal.
- Engaging with the regenerative agriculture community to explore new solutions for ecosystem restoration
5. Bold Moves by the Brand
Wilder Land has made several strategic decisions that set it apart:
- Utilizing Weeds: Turning a perceived agricultural nuisance into a marketable product is innovative and adds a unique story to each product.
- Paying Farmers More: They offer higher payments per square meter than traditional crops, incentivizing farmers to adopt biodiversity-enhancing practices.
- Consumer Education: Through podcasts, blogs, and interactive content, they make biodiversity and its importance relatable and understandable
Wilder Land is a shining example of how a brand can root itself in sustainability, creating value not only for consumers but also for the environment and society. Their commitment to restoring Dutch biodiversity and their innovative approach to utilizing native plants serve as a blueprint for how brands can make a positive impact.
Ready to support biodiversity? Explore Wilder Land’s products and learn more about their journey on their website.