Dr. Bronner’s Launches New Documentary: Journey to Pavitramenthe
Short Film Tells the Story of Fair Trade Small Scale Farmers in India who Produce Regenerative Organic Mint Oil for Dr. Bronner’s Products
April 1, 2019
VISTA, CA –Dr. Bronner’s, family-owned maker of the top-selling natural brand of soap in North America, has debuted a new short documentary, Journey to Pavitramenthe. The second in the company’s “Journey” series—which documents the people and the stories behind the organic and fair trade supply chains for Dr. Bronner’s products—Journey to Pavitramenthe introduces viewers to Dr. Bronner’s partners in Bareilly, India, where more than 1,500 small-scale farmers utilize regenerative organic agriculture practices on farms that average less than 2 acres each in size. The original 8 minute film, scored by composer Wayne Kramer and filmed and edited by Steve Jeter, includes interviews with farmers, Dr. Bronner’s leadership, and individuals who directly benefit from the community development projects funded by the fair trade premium paid by Dr. Bronner’s.
“Journey to Pavitramenthe highlights that Dr. Bronner’s is not just a brand name, it is a healing company. It not only walks its talk, it dances it, combining the highest regenerative agricultural practices with the fairest, kindest, social practices. I do not know of a company that does more per dollar for the earth and its people than Dr. Bronner’s,” said Paul Hawken, founder of Project Drawdown.
To view the trailer, please visit: https://www.youtube.com/watch?v=Tjj8DV8WCNY
To view the entire 8 minute film, please visit: http://www.drbronner.com/journey
“Industrial chemical agriculture on a global scale is a massive cause of greenhouse gas emissions and hence the accelerating rate of climate change. Alongside the move to renewable energy sources, a crucial way to mitigate climate change is through widespread adoption of regenerative organic agriculture practices that sequester atmospheric carbon as stable soil organic matter,” said David Bronner, Cosmic Engagement Officer (CEO) of Dr. Bronner’s. “This short documentary sheds light on how companies can construct supply chains from the ground up that build healthy soil, and healthy communities.”
Located 170 miles east of Delhi, in the Indian state of Uttar Pradesh near Nepal, Pavitramenthe farmers grow mint to supply mint oil for Dr. Bronner’s body care products. These farmers typically grow rotations of 3 crops per year and have, since 2016, begun to use regenerative organic agriculture practices. These include applying compost, using minimal tillage, growing cover crops, vermicompost pits, and other techniques that increase the biomass content in depleted soils, build soil fertility, foster microbial life and facilitate sequestration of atmospheric carbon. Over time, these regenerative organic practices increase product yields, improve soil health, water-holding capacity and resilience, and thus build resiliency among rural agriculture communities in the face of climate change.
“In a regenerative organic supply chain, every person along the way, from the farmer to the end consumer, reaps the benefits of a healthier product, and long term positive impacts on the health of the local and global environment,” said Gero Leson, Vice President of Special Operations with Dr. Bronner’s. “Fair trade premiums directly fund projects that further increase the social and economic impact of the regenerative model, resulting in improved quality of life and economic opportunities for farmers, their families, and communities. This video helps consumers understand the connection between opting for a responsibly manufactured product, and the effect regenerative organic supply chains have on small-scale family farmers around the world.”
Pavitramenthe was founded in 2015 with support from Dr. Bronner’s, as part of the company’s ongoing mission to establish regenerative organic and fair trade sources for all its main raw materials. Since then, Pavitramenthe has made significant contributions to community development in the area, via such projects as: funding medical camps; construction of home toilets; distribution of water coolers for drinking water; farmer training and entrepreneurship programs with a focus on women; and subsidized compost. These projects were paid for by the fair trade premium Pavitramenthe receives from Dr. Bronner’s. Pavitramenthe works directly with farmers to increase knowledge and skills for implementation of regenerative organic agriculture practices.
“Our Fair Trade committee works to improve the conditions of our society. We all bring our ideas, prioritize them, and then the committee takes action. The Dr. Bronner’s team has given us full support; it makes me proud to be working with a company that is dedicated to the development of the environment,” said Nihal Singh, Managing Director at Pavitramenthe. “The Earth belongs to all of us, and we have to work together to fix it. The only way to heal the Earth is through regenerative organic agriculture.”
About Dr. Bronner’s
Dr. Bronner’s is a family business committed to honoring the vision of founder Emanuel Bronner by making socially and environmentally responsible products of the highest quality, and by dedicating profits to help make a better world. Dr. Bronner’s commitment to social justice, environmental sustainability and progressive business practices is part of the company’s mission to put into practice the principles that inform the philosophy printed on the company’s iconic soap labels written by founder Emanuel Bronner. The company is the top-selling natural soap maker in North America and a major brand worldwide. Based on 2018 sales, a bottle of Dr. Bronner’s soap was sold, on average, every 2.2 seconds a second throughout the year. For further information, please visit: https://www.drbronner.com/