Lemonaid Beverages

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Lemonaid Beverages

logo
legal form GmbH
founding 2009
Seat Hamburg , GermanyGermanyGermany 
management Paul Bethke, Felix Langguth
Number of employees 100
sales € 17 million
Branch Sodas, tea
Website lemon-aid.de and charitea.com
Status: 2019

Lemonaid Beverages is a social business from Hamburg-St. Pauli that by selling bio - and fair trade social -Getränken projects in the growing countries of ingredients promotes.

Goal and story

Lemonaid and ChariTea
Loose ChariTea
Different types of loose ChariTea (bag tea)

The start-up produces lemonades ( Lemonaid ), as well as iced teas and teas ( ChariTea ), which promote ecological agriculture and fair trade through sustainable raw materials . In addition, a fixed donation for each product sold is used to finance social projects in the growing countries.

The idea for this "drink helps principle" [2] came from founder Paul Bethke while working as a development worker in Sri Lanka. He saw how funds in aid organizations were often used inefficiently due to bureaucracy and a lack of personal responsibility.

Convinced that the use of resources and motivation are better when an organization is responsible for collecting money in addition to distributing it, he founded Lemonaid as a commercial enterprise that has to be successful in the market in order to achieve its social goal.

The drinks first found their way into the trendy gastronomy and organic trade in Germany as well as at festivals and cultural events. Today they are also available in major European cities such as Paris, London and Copenhagen.

In 2016 Lemonaid won the German Founder's Prize.

Products

The first was the sort Lemonaid lime , later followed Lemonaid passion fruit , Lemonaid blood orange and Lemonaid ginger . This is complemented by four iced tea drinks (black, red, green, mate) and 18 types of tea as loose tea.

All lemonades and teas are certified organic and support fair trade. With the exception of ChariTea green, which contains honey, all products are vegan.

Social business principle

The founding idea is based on the principle of  social business , i.e. a company that mainly pursues a social purpose. Specifically, every bottle of Lemonaid & ChariTea sold supports the charitable Lemonaid & ChariTea eV with 5 cents, every ChariTea tea pack sold with 10 cents

The association supports various social projects in the regions where the ingredients are grown, for example in Sri Lanka, Paraguay and South Africa. With this mechanism, called the "Drinking Helps Principle", more than 4,000,000 euros have been collected so far.

Social projects

The sale of Lemonaid & ChariTea finances social projects in the regions where the ingredients are grown. The following projects were and are funded by the non-profit Lemonaid & ChariTea eV:

  • Diyanilla Technical Institute, Sri Lanka - a vocational school for the children of the tea region
  • PEaCE, Sri Lanka - an initiative against child sexual abuse
  • Solar systems & water tanks for Suid Bokkeveld, South Africa - Acquisition of equipment to improve the electricity and water supply in the region threatened by drought and often cut off from the electricity grid
  • Raymond Mhlaba Microcredit Fund - an initiative to promote sustainable business start-ups
  • Bulungula Incubator, South Africa - a project with a focus on better education, health, nutrition and sustainable income for the local population
  • Intercultural Institute Ñöñho, Mexico - a nonprofit organization that trains young people from the Querétaro region to become social entrepreneurs
  • Ecological Agricultural School San Juan, Paraguay - an educational institution for sustainable perspectives for local youth
  • Day care center in the fruit and vegetable wholesale market in Abasto, Paraguay - a place of education and security for the children of the market traders

Upcycling & merchandise

At Lemonaid, the principle of sustainability extends beyond drinks. In the online shop of the Lemonaid website, merchandising - T-shirts and other clothing made from organically grown and fairly traded materials are offered. Another focus is on upcycling items based on empty Lemonaid & ChariTea bottles and boxes, such as soap dispensers, salt shakers or stools.

Others

In various large cities, Lemonaid was the first company to attach collecting containers for returnable bottles to rubbish bins . The aim of the campaign was to spare pawn collectors the dangerous and humiliating search through the waste. Contrary to some suspicions, the campaign wasn't about marketing. The large logos on the boxes were covered by stickers. The campaign reflects the philanthropic image of the company.

Criticism is z. For example, it is practiced that, according to Clemens Knobloch , the products should calm the guilty conscience of buyers and can be seen as a kind of indulgence trade . The company is addressing the LOHAS group in particular .

Nonetheless, consumer goods can have a strong influence on the aesthetic sensation, habitus and worldview of consumers. The awareness of environmental problems, the finiteness of resources and the education about goods logistics in the global world is due not least to products and their staging, as Brand eins magazine emphasizes in an article about Lemonaid, referring to the cultural scientist Wolfgang Ullrich.

See also

Web links

Individual evidence

  1. ↑ Imprint of the homepage , accessed on March 15, 2019
  2. ↑ a b Cult drinks from Hamburg: Lemonaid is planning new products . In: Hamburger Abendblatt from February 16, 2019, accessed on March 15, 2019
  3. ↑ "At Lemonaid, whole passion fruits end up in the bottles". Retrieved May 17, 2019 .
  4. ↑ Start-ups: Doing business and making the world a better place at the same time. In: Capital.de. April 21, 2019, accessed on May 17, 2019 (German).
  5. ↑ Start-ups: Doing business and making the world a better place at the same time. In: Capital.de. April 21, 2019, accessed on May 17, 2019 (German).
  6. ↑ Chari-Tea: Limo from Hamburg for a better world - WELT. Retrieved May 11, 2017 .
  7. ↑ Our ethical guide to London . In: Lemonaid . February 3, 2016 ( lemon-aid.de [accessed May 11, 2017]).
  8. ↑ Lemonaid et ChariTea, deux nouvelles tendances boissons . In: A nous paris . June 15, 2015 ( anous.fr [accessed May 11, 2017]).  ( Page no longer available , search in web archives )  Info: The link was automatically marked as defective. Please check the link according to the instructions and then remove this notice.@1@ 2Template: Dead Link / www.anous.fr  
  9. ↑ LemonAid / ChariTea - Fantastisk smag og samtidig god samvittighed. Retrieved May 11, 2017 (da-DK).
  10. ↑ Lemonaid from Hamburg wins the 2016 German Founder Award from C. Eicke-Diekmann. Hamburger Abendblatt 2016
  11. ↑ Lemonaid lemonades. In: Lemonaid. Retrieved March 18, 2019 (German).
  12. ↑ ChariTea products
  13. ↑ Lemonaid and Charitea information brochure. (No longer available online.) Archived from the original on September 2, 2017 ; accessed on May 16, 2017 . Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. @1@ 2Template: Webachiv / IABot / lemon-aid.de
  14. ↑ Lemonaid Charitea information brochure. (No longer available online.) Archived from the original on September 2, 2017 ; accessed on May 16, 2017 . Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. @1@ 2Template: Webachiv / IABot / lemon-aid.de
  15. ↑ Hanna-Lotte Mikuteit: Cult drinks from Hamburg: Lemonaid is planning new products. February 16, 2019, accessed on March 18, 2019 (German).
  16. ↑ Diyanilla Technical Institute. Retrieved May 17, 2017 .
  17. ↑ PEaCE project. Retrieved May 17, 2017 .
  18. ↑ Water tanks for Heiveld. Retrieved May 17, 2017 .
  19. ^ Solar project in Suid Bokkeveld. Retrieved May 17, 2017 .
  20. ^ The Raymond Mhlaba Microcredit Fund (RMMF). In: Lemonaid & ChariTea eV . ( lemonaid-charitea-ev.org [accessed May 17, 2017]).
  21. ↑ Intercultural Institute Ñöñho, Mexico . In: Lemonaid & ChariTea eV . ( lemonaid-charitea-ev.org [accessed May 17, 2017]).
  22. ^ San Juan Ecological Agricultural School. Retrieved May 17, 2017 .
  23. ↑ day care center . In: Lemonaid & ChariTea eV . ( lemonaid-charitea-ev.org [accessed May 17, 2017]).
  24. ↑ LemonAid, Avocadostore, Railslove: Lemonaid Merchandise Shop. Retrieved June 12, 2017 .
  25. ↑ Oliver Errichiello , Arnd Zschiesche : Brand Management: The Six Principles of Green Brand Management . In: Green Brand Management . Springer Science + Business Media , Wiesbaden 2017, ISBN 978-3-658-13244-6 , p. 158-159 , doi : 10.1007 / 978-3-658-13245-3_5 .
  26. ↑ Clemens Knobloch : Moralization in Public Communication . In: Journal of Literary Studies and Linguistics . tape 45 , no. 1 , March 1, 2015, ISSN  0049-8653 , p. 170 , doi : 10.1007 / BF03379897 .
  27. ↑ Stefanie Bröring, Sabine Bornkessel. Case study: Lemonaid .: Importance of consumer behavior research . In: Sustainability Marketing . Springer Science + Business Media , Wiesbaden 2015, ISBN 978-3-658-05850-0 , p. 31-62 , doi : 10.1007 / 978-3-658-05851-7_2 .
  28. ↑ Lemonaid: The Crux with Morality - brand eins online. Retrieved June 12, 2017 .