Credit:
RUNA, Fast Company
You’ve heard people promoting their health products with a detailed
account of their near-death experience, but RUNA,
a clean and steady energy drink brand founded by two liberal arts students, is
different.
Before we get to the drinks you need to know this Brown
University student Tyler Gage, who took a course on the languages and religions
of the Amazon, and later went on to live with Amazonian tribes in the jungle. From
the Shipibo people he lived with for two years, Gage not only learnt their
unparalleled hospitality, unique language and cultural heritage, and their
coexistence with the nature, but he was also taught this drink the tribespeople
would rise at 3am to make, by boiling a leaf called guayusa in clay pots.
Everyone would sit together to enjoy the drink, while interpreting dreams and
recounting myths before dawn, and again at night to provide energy and clarity
for hunting in the jungle. Intrigued by the leaf, said to have mystical power, Gage
decided to research on it, and learnt that this naturally sweet leaf has the same
caffeine content as coffee, and double the antioxidant content as green tea.
Upon his return to the United States, Gage embarked on a
mission to start a business that could help support the Amazonian families that
he spent two years with, knowing that they are struggling in an increasingly
urbanised environment, where they can no longer survive with natural resources
alone – they need money to send their children to school. Gage knew the guayusa
drink would make a hit in the US market, in face of the ever-growing health
trend, but the problem was he, a liberal arts student, was clueless about
running a business. So together with his close friend and classmate Dan
MacCombie, Gage took a business class in the final semester and slowly worked
on expanding their network via their professors’ connections. The two entered
and won several business plan competitions, and soon after graduating from
school, they moved to Ecuador to begin working with local Kichwa communities to
build a guayusa supply chain.
Fast forward to today, RUNA is buying guayusa leaves from
over 2,300 farming families in the Amazon rainforest, and it goes on to prove
that you can have a business in the Amazon that can benefit the environment,
human health, and the preservation of traditional cultural practices, all the
while supporting local producers.