Vista, CA—Dr. Bronner’s is launching a new documentary, Journey to Pavitramenthe, which tells the story of fair trade small-scale farmers in India that produce regenerative organic mint oil for Dr. Bronner’s products, according to a press release.Pavitramenthe farmers grow mint for Dr. Bronner's. According to the release, they grow rotations of 3 crops per year, and, since 2016, have used regenerative organic agriculture practices, including compost, cover crops, and other techniques that increase the biomass content in depleted soils, build soil fertility, foster microbial life, and facilitate sequestration of atmospheric carbon.
Pavitramenthe was founded in 2015 with support from Dr. Bronner's, the release says. It works directly with farmers to increase knowledge and skills for implementation of regenerative organic agriculture practices. Pavitramenthe and the project's fair trade committee have invested over $500,000 of fair trade premium in community development projects, including health care, education, and skill development for women.
The release says that this is the second short documentary in their “Journey” series that the company has created, which also includes Journey to Serendipol. These documentaries focus on the people and the stories behind the organic and fair trade supply chains that are a part of making Dr. Bronner’s products.
According to the release, the 8 minute film is scored by composer Wayne Kramer and filmed and edited by Steve Jeter. It includes interviews with farmers, Dr. Bronner’s leadership, and people who benefit from the community development projects that are paid for by Dr. Bronner’s.
The release states that Journey to Pavitramenthe highlights the fact that Dr. Bronner's is more than just a company and brand name, that it also takes part in eco-friendly and people-friendly practices.
Paul Hawken, founder of Project Drawdown, said in the press release, "Journey to Pavitramenthe highlights that Dr. Bronner’s is not just a brand name, it is a healing company. It not only walks its talk, it dances it, combining the highest regenerative agricultural practices with the fairest, kindest, social practices. I do not know of a company that does more per dollar for the earth and its people than Dr. Bronner’s.”
David Bronner, CEO of Dr. Bronner’s stated how this documentary shows the process behind their supply chains, which help create healthy communities. “Industrial chemical agriculture on a global scale is a massive cause of greenhouse gas emissions and hence the accelerating rate of climate change. Alongside the move to renewable energy sources, a crucial way to mitigate climate change is through widespread adoption of regenerative organic agriculture practices that sequester atmospheric carbon as stable soil organic matter. This short documentary sheds light on how companies can construct supply chains from the ground up that build healthy soil, and healthy communities.”The video can be viewedhere.