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A new brand from the people that brought you Six Licks is putting
sustainability front and centre, by planting a tree for every bottle
of e-liquid sold
Words: Phoebe Fuller
Born out of the desire to do something a little different in the industry,
Wild Roots is the juice brand with a conscience.
By focusing on the carbon footprint of e-liquid production, the
brand has been able to put a unique measure in place to offset the
environmental cost of both production and consumption.
“There are so many different juices and from how they’re produced
to how they’re disposed of, we wanted to create something different
that gives back. Wild Roots is all about eco-friendly sustainability,”
brand marketing director, Lewis Felstead, said.
With their core campaign ‘#onebottleonetree’, Wild Roots has made
a commitment to planting a tree for every single bottle of e-liquid
that they sell – no exceptions.
To uphold this promise, they’re working with the Eden Reforestation
Projects: a non-profi t organisation that allows individuals and
businesses to offset their carbon footprints.
Eden Reforestation Projects employs local people in poor and
deforested areas of the world to plant trees on their behalf, restoring
nature and fi ghting poverty at the same time.
Lewis said:
“When a store purchases bottles of Wild Roots e-liquid, we plant the
trees. So, for the end user, the consumer, there’s no action involved.
“They can walk into a store to buy a bottle and they know that with
that single bottle a tree has been planted. They don’t have to do
anything more.”
In the short amount of time since Wild Roots launched, they’ve
already had close to 33,000 trees planted on their behalf. Their goal
is one million. Keeping the whole brand as sustainable as possible is
the ultimate goal, so all of their packaging is either recycled when it
gets to the consumer or recyclable when it’s been used.
“Vaping is a bright, bold and loud industry,” Lewis said.
“In the rush to create new things, sometimes where things are
sourced from and how they’re sourced aren’t necessarily taken into
consideration, so we wanted to be one of the fi rst to take those
things into account.
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“Vaping is a young industry developing
very quickly and spreading globally,
so as it grows, we begin to learn”
“This young industry is developing very quickly and spreading
globally, so as it grows, we begin to learn. And as we’re now learning
and developing as an industry, that’s why we’re starting to make
these decisions.”