OTA.COM 15 product itself has a direct societal impact which, in our case, empowers consumers to participate in the upcycled movement with each can they drink.” Waju’s serious mission is counterbalanced by its fun and whimsical packaging, which recently won the company two Dieline design awards, including Functional Beverage Design of the Year. Waju draws in customers by depicting its organic fruit as vessels of discovery and positions consumers as explorers on a journey to discover better, more-sustainable beverages. Organic ingredients are highlighted by intriguing tag lines like “water that sparkles the imagination” and “upcycled fruit water,” which let consumers know that something truly exceptional awaits them inside the slim, forever recyclable can. “Organic resonates with me because I’m thinking beyond just my own life,” says Chris. “Are these natural resources going to be available for our children? Our grandchildren? I want to do anything I can right now that will benefit the long-term health of our food system for generations to come—as a person and a founder. For me, that’s organic.” Chris and Waju joined Organic Trade Association in early 2022 as part of OTA’s Diversity and Entrepreneurship Fund (DEF), which helps to elevate businesses led by persons of color. DEF and OTA Diversity Council leaders are members who are exceptionally passionate about creating a better food and farm system and understand the importance of advancing equity and access within organic. “As a Black-owned company in an industry where founders of color make up only a tiny fraction of companies, I have this human mission to champion underrepresented communities and expose people to more founders of color who are creating really cool, innovative products that are shaping our future,” says Chris. By joining OTA’s 9,500 members across the country, Chris and Waju can lead by example and show shoppers, business leaders, and food entrepreneurs that there is a place for them in the organic community. The climate crisis is already here. That’s why it’s imperative that organic grow not only as an industry, but also as a community. With two-thirds of the global population expected to face water scarcity by 2025, there is no better time than now to follow Waju’s lead. “ As a Black-owned company where founders of color make up only a tiny fraction of companies, I have this human mission to champion underrepresented communities and expose people to more founders of color who are creating really cool, innovative products that are shaping our future,” says Chris.
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