Page 15 - Georgia Forestry - Issue1 - Winter 2021
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evolving list of sustainability goals, including powering its brewery with 100% renewable energy and incorpo- rating regenerative agriculture into both the business and products.
“More and more,” Lichtman added, “I think companies are moving in that direction. The consumers are driving it. And sometimes, it doesn’t even add additional cost to do the right thing, so it starts be become the norm.”
One goal JuneShine recently met: beginning to phase plastic from its supply chain by replacing its old six- pack holders with paperboard boxes made by the Atlanta-based packaging company WestRock.
“JuneShine was very specific with their needs and goals,” observes Courtney James, WestRock’s corporate commu- nications manager. “They came to us because we are a partner and a collabo- rator, not just a box supplier. As a partner, we do everything from placing research and development teams in customers’ facilities to giving companies a direct line to our director of sustainability.”
A result of this relationship, what WestRock calls “listening hard,” led the company to facilitate a collabo- ration between JuneShine and the National Forest Foundation. It means that when your kombucha arrives in a box that says “This box plants trees,” the statement is certifiably true.
JuneShine makes no bones about the fact that a dispassionate packaging sup- plier wouldn’t have passed muster. They wanted a relationship, one in which both client and manufacturer were incentiv- ized to literally think outside the box.
As JuneShine’s director of marketing, Annie Atwell, put it in a 2019 interview with WestRock’s David Hayslette, “We spent a lot of time with the WestRock [Global Reporting Initiative] report, and we were impressed with the depth of knowledge and commitment to sus- tainability — from responsible forestry to supply chain. When we met with you, we felt you really listened to our goals. You seemed to understand us.”
When it comes to sustainability these days, many consumers will accept nothing less than such understanding.
ELIZABETH LENHARD, A FREELANCE FEATURES JOURNALIST, FREQUENTLY WRITES ABOUT SOUTHERN FOOD AND CULTURE. SHE LIVES AND WORKS IN DECATUR, GEORGIA.
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