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Organic business

In a rapidly changing world, Equinox Kombucha’s Genevieve Boast explains why organic will always be the way to do business
Equinox kombucha has been organic since day one

This article first appeared in our Organic September issue of My Green Pod Magazine, published on 14 September 2022. Click here to subscribe to our digital edition and get each issue delivered straight to your inbox

The use of organic ingredients in our authentically brewed kombucha has always been a passion and a core value at Equinox.

We decided from the outset that all our products would be fully organic and therefore support both the health of our customers and the resilience and diversity of the ecosystems and soil in which the raw ingredients are grown.

We have been certified by the Soil Association since we began trading in 2012, and partner with other organic organisations such as The Organic Trade Board to educate and inspire people to make small changes to include more organic food and drink in their diet.

Why organic?

There is now plenty of research into the negative impacts of conventional agriculture on our land and water quality; toxic farm chemicals and fertilisers can disrupt the hormonal systems of humans and animals and lead to the long-term degradation of our land.

According to research conducted by the European Commission, the intensive use of monoculture farming in Europe often results in soil degradation, massively reduced biodiversity and ultimately increased economic risk for farmers, who see the fertility of their land decrease over time.

In contrast, organic farms have been shown to support higher levels of biodiversity and wildlife in general, which is one of the reasons we believe organic farming is key to restoring the UK’s land – and people – back to health and resilience.

A booming market

As an organic manufacturer, the UK is a very exciting place to be doing business; a May 2022 study by DEFRA showed that land going through the two-year conversion period from conventional to organic rose by 34% in 2021.

In response to increasing consumer demand, organic farming overall in the UK also increased by 3.6% compared with the year before.

The Soil Association’s Organic Market Report 2022 revealed growth for the tenth consecutive year, with the UK organic market estimated to be worth around £3.05bn.

Online sales of organic products also increased by 13% over 2021 – a trend we saw during the pandemic when online sales of our organic kombucha increased 700% between the start of 2020 and the end of 2021.

Positive collective change

Mirroring our own consumer research late in 2020, the Soil Association also reported that in 2021, more people than ever were concerned about health, sustainability and the environment – and that this was a key driver for choosing to buy organic food and drink.

For many, choosing organic may have become less of a priority in the midst of a cost-of-living crisis and lingering pandemic, but for us it is still the foundation of how we choose to manufacture our drinks and operate our business.

From identifying organic suppliers to choosing our investment partners, organic is a non negotiable tenet that sits at the very heart of our business.

Organic September is a wonderful month for us to connect with the wider community of people who are passionate about creating positive collective change through the brands they choose to support and the buying decisions they make.

We invite you to join us and many other organic UK brands in amplifying the positive impact that voting with our purchases can have – both personally and collectively, on our own health and that of our environments.

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