Karen Lynch describes how she is “most proud of taking Belu from a broken model with huge losses into a successful self-sustaining business. It was a shambles when I first arrived. It was a campaigning brand so focused on its social cause that the business was an aside.”
Belu are now the only water brand certified to PAS 2060 standard, which is the standard for clear and transparent carbon communications.
Belu measure the carbon emissions form all the raw materials necessary from their products. Belu account for all carbon emissions generated during the production and the process of transporting the product to customers. They also calculate the carbon emissions associated with keeping the water chilled. The business works with industry experts to quantify their environmental impact and then offset it through sustainable projects.
despite sales growing from £8,000 in 2004 to £2.7 million in 2008. In 2007, the company lost £600,000 and made a loss again in 2009 and 2010.
Lynch switched the business model from direct distribution to wholesale and revenue has grown 40% between 2010 and 2012. This includes deals with restaurant chains, including Zizzi, now with Sainsbury’s supermarkets.
Belu will not be expanding overseas - as this would contradict their environmental values. Belu will never export its bottles in order to maintain its 100% carbon neutral status and commitment to local supply chains.
they will look to replicate the model overseas, through working with others. But they have recently launched a water cooler business and meanwhile, have pledged to give £1 million to WaterAid by 2020.
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