REBBL Appoints a Vice President of Impact
The six-year-old Emeryville beverage company aims to help end human trafficking.
Image courtesy of REBBL
The Emeryville-based REBBL beverage company has just attained B Corp certification and expanded its team to include a new Vice President of Impact.
The company makes adaptogen-powered, coconut-milk-based, organic "super-herb" drinks using ingredients sourced from nearly thirty different countries. A percentage of sales is donated to its nonprofit partner, the anti-human-trafficking outfit Not For Sale. Last year, the company's administrators signed a lease for a 5,500-square-foot Emeryville office.
Insiders call such purpose-driven business "impact work," in that the choices made within such companies wield potentially wide social and environmental impact.
"When you choose REBBL, you choose to support values that we stand for," said Librado Guerrero, senior vice president of REBBL's supply chain.
"The impact of your purchase affects everyone involved in the supply chain, starting with the farmers, their families, and their communities. With each transaction, there's a connection — that's what makes REBBL special."
For-profit companies can attain B Corp certification after attaining at least a minimum score in the B Lab review process comprising numerous "social and environmental performance" categories.
The idea behind B Corp certification is that it lends holders an extra layer of credibility. Over 2,600 companies in sixty countries, representing 150 different industries, currently hold B Corp certifications.
In May, CNBC reported that REBBL "is raising $20 million in funding. ... REBBL says it has $20 million to $50 million in annual sales and expects to be growing at a rate of 70 percent by the end of the year. The new fundraising values it at close to $100 million."
REBBL's new Vice President of Impact, Dennis Macray, served as Vice President of Sustainable Operations and Social Impact at Seattle-based Theo Chocolate Company and as Director of Global Responsibility at Starbucks.
The range of REBBL drinks include Maca Cold-Brew; Turmeric-Lemon Creme; Ashwagandha Chai, Schizandra Berries & Creme; 3 Roots Mango Spice, and more. Its Reishi Chocolate drink contains reishi (aka lingzhi) mushrooms, which have been used in traditional Chinese medicine for at least 2,000 years.
"Impact work is woven into the very DNA of our brand," Guerrero said in a press release. "The B Corp Certification holds validity and credibility to work we prioritize: fair labor practices, transparency in supply chain, regenerative business practices, and community empowerment.
"B Corp Certification and the legal obligations of disclosure required by the affiliation help cement the practices and ethos that have been a part of REBBL from its beginning," Guerrero said.