Dr. Bronner’s Launches new “Honor Thy Label” Soap Label to Adorn 3 Million 32oz Castile Liquid Soap Bottles Sold in Over 1,500 Retailers Nationwide
Unique Marketing Campaign Will Promote the New Book “Honor Thy Label: Dr. Bronner’s Journey to a Clean, Green, and Ethical Supply Chain;” Available Now for Pre-Order
February 16, 2021
VISTA, CA – Dr. Bronner’s, the family-owned maker of the top-selling natural brand of soaps and body care products in North America, has launched a new, limited edition label of its 32oz Castile Liquid Soaps, with the message “Honor Thy Label,” to promote the upcoming release of the first ever book about Dr. Bronner’s, Honor Thy Label: Dr. Bronner’s Unconventional Journey to a Clean, Green and Ethical Supply Chain. Written by Dr. Bronner’s Vice President of Special Operations, Dr. Gero Leson, the book will be published March 9, 2021 by Portfolio Books, an imprint of Penguin Random House. Dr. Bronner’s CEO, David Bronner wrote the foreword. To view the “Honor Thy Label” soap label, visit: https://bit.ly/3rWlaAw. To learn more about the book, go to: https://www.drbronner.com/about/our-suppliers/honor-thy-label/.
The “Honor Thy Label” soap temporarily replaces the iconic Moral ABC, written by company founder Emanuel Bronner, which otherwise adorns the bottle. This new special label offers Dr. Gero Leson’s Supply Chain ABCs, which speak to 10 fundamental ways Dr. Bronner’s ensures that fairness and environmental sustainability are ensured in the development and growth of regenerative organic agricultural supply chains. Building upon Dr. Bronner’s “Heal Earth!” messaging about the benefits of regenerative organic agriculture, the “Honor Thy Label” soap encourages customers to read the eponymously-titled book and better understand how both a business’s supply chain decisions and end consumers’ choices together result in either positive or negative impact in the world.
“Gero Leson has helped bring my Grandfather’s All-One philosophy to life. His book examines how we set out to transform our global supply chains to be among the most regenerative and ethically-minded worldwide,” said David Bronner, Cosmic Engagement Officer of Dr. Bronner’s. “The ‘Honor Thy Label’ soap is intended to honor Gero’s incredible new book documenting that journey, and the impact his pioneering work has had in manifesting economic, social and environmental improvements for thousands of farmers, workers, and their communities around the world.”
Gero Leson joined Dr. Bronner’s in 2005, at a time when the company was making concerted efforts to restructure its supply chain to become Organic and Fair Trade certified. At the time, such ethical supply chains did not exist at the scale needed to supply the volume of coconut oil and palm oil required of these two primary ingredients in Dr. Bronner’s Castile Liquid and Bar Soaps. Gero thus became the architect behind the establishment of Dr. Bronner’s sister companies Serendipol in Sri Lanka and Serendipalm in Ghana, to source these ingredients according to the highest-bar regenerative organic and fair trade standards. Gero and his team were also instrumental in helping the company’s regenerative organic and fair trade olive oil and mint oil suppliers, Canaan Fair Trade in Palestine and Pavitramenthe in India, to scale and grow their operations. Furthermore, Gero helped the Bronner family explore and reconnect with their ancestral roots in his own birthplace of Germany, where company founder Emanuel Bronner was also born. In the book Gero traces Emanuel’s German-Jewish soapmaking roots where he worked in the family soapmaking factory before immigrating to the U.S. in 1929. That factory was Aryanized and Emanuel’s parents and much of his extended family were murdered in the Holocaust. Honor Thy Label is a fascinating and inspiring read for entrepreneurs, environmentalists, engineers, and conscious consumers alike, who seek to better understand Dr. Bronner’s model of Constructive Capitalism and how business can truly be a force for good in the world.
“It’s deeply important to us, that the same values of fair pay and meaningful work that we honor among our employees in the U.S., are also implemented at every level of our supply chain around the world. We also know that we have ten times more social and environmental impact in our agricultural supply chains than in our domestic manufacturing operation. Gero’s work in the past two decades has been fundamental to achieving that,” said Dr. Bronner’s President, Mike Bronner. “The ‘Honor Thy Label’ soap is an invitation to all our customers to learn more about how, with the right people involved with the right mindset, something as simple as soap can have such a positive impact on everyone up and down the supply chain.”
Dr. Bronner’s “Honor Thy Label” soaps are available now in over 1,500 retailers nationwide. The book Honor Thy Label is also available now for pre-order from Dr. Bronner’s at the special reduced price of $22.40. For a limited time, pre-orders come with a special 4oz bottle of Dr. Bronner’s soap and a bookmark. Pre-order information is available here:
About Dr. Bronner’s
Founded in the U.S. in 1948, Dr. Bronner’s is the top-selling natural brand of soap in North America and a leading brand worldwide. The company is an independent, family-owned business based in California, 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 “All-One” philosophy printed on the company’s iconic soap labels. The company caps executive salaries at 5 times its lowest paid fully-vested position and donates all profits not needed for business development to causes and charities it believes in. Dr. Bronner’s generated over $190 million in revenue in 2020, and donated 40% of profits to activist and charitable efforts, totaling 8.6% of revenue. A bottle of Dr. Bronner’s soap was sold, on average, every 1.51 seconds last year, and a bar of Dr. Bronner’s soap was sold every 2.83 seconds.
For more information, please visit: http://www.drbronner.com.