Fall 2022 ORGANIC REPORT 14 In May 2021, OTA established a Diversity & Entrepreneurship Program and Fund as part of its Justice, Equity, Diversity, and Inclusion ( JEDI) commitment. The Diversity & Entrepreneurship Program and Fund provides (among other benefits) a two-year Trade Membership with voting rights to Organic Trade Association for businesses that are 51 percent owned and controlled by under-represented groups including Black, Hispanic/Latinx, Native American/ Indigenous American/Alaska Native, Pacific Islander, and women. To date, this targeted membership program has brought more than 20 new members to the trade association. Here, we introduce you to two of the members: Waju Water and Green Heffa Farms. By Reana Kovalcik Every year, juice processors in the United States discard an estimated 700 million gallons of water from fresh fruit. Waju Water Founder and CEO Chris Oates thinks there’s a better use for that fruit water than just sending it down the drain— particularly given the severity of our climate crisis and the limited supply of fresh groundwater. That’s why in 2020, Chris put his head together with some of the most innovative fruit suppliers and scientists and founded Waju Water—the only beverage brand made by harnessing the pure water naturally found in real fruit. With Waju, customers are getting a delicious beverage that’s made nearly 100 percent from a resource that would otherwise be wasted—organic water from fruit. Every 12 ounces of Waju consumed equates to 12 ounces of water saved instead of wasted— i.e., 12 ounces of water that didn’t have to be pulled from an underground aquifer! Not only does Waju bring the refreshing bright taste of fruit, but according to the company it also provides ultra-hydration thanks to a boost of antioxidants and vitamin C that come directly from the fruit. Waju debuted online in 2021 and can also be found in select natural grocery stores. The fruit water has been incredibly popular so far, hitting a sweet spot with consumers who are looking for products that satisfy on flavor and go above and beyond on climate and societal impact. “I admire a lot of brands out there that are focused on social good in select ways,” says Chris, “like charitable good programs or through donations. But for me, it’s important that even our JEDI Program Supports Organic Innovators Getting Certified Waju Water Meet the Member Chris Oates, Waju Water Clarenda Stanley (aka Farmer Cee), Green Heffa Farms
RkJQdWJsaXNoZXIy MTY1NDIzOQ==