Good Growth
Integrate human wellbeing with the health of the planet
An integrated system of unified businesses that restore nature in each place.
Designed from and for each place - creating value for regeneration of each place. Connecting people to place.
Regenerative by design.
Combat climate change and species extinction.
A commercially sustainable way to restore nature.
A system to bring back to health our natural environment: rangelands, forests, waters that soak up carbon; wild animals and plants that make a rich biodiversity in each place; livestock and crops farmed in a way that restores and regenerates the natural environment - never putting it under depletive pressure.
No triple bottom line - the priority is environment, then human wellbeing within a healthy natural environment, all supported through a commercially sustainable model.
This is a "for planet"business.
The business span - ecosystems, regeneration, place brands and product brands
Connecting places to products.
We make products which help the environment to become healthy and which are valued for their regenerative impact. The people who buy the products and the people who live in the ecosystems become connected to each other, and to the regenerative effort, through the products and the places they come from.
1. degraded ecosystems
We are working in Mongolia (initially in the Khangai mountains, and the South Gobi, soon the Chigertei valley and the eastern Steppe). In South America we start in Payunia and Somuncura in northern Patagonia before setting up operations in Southern Patagonia. In our pipeline we are developing Northern Cambodia and some marine ecosystems in the UK.
Each ecosystem is degraded, and suffers from specific environmental challenges - affecting biodiversity, rangeland health, wildlife and the regions’ ability to sequester carbon.
2. long term ecosystem regeneration programs
We establish a strong partnership within each community.
Together we undertake an ecosystem wide program of science led regeneration.
This program spans multiple generations so is designed to last up to 100 years.
All the costs of science and integration are incorporated as the cost of business
3. Place brand companies: the story of the regeneration, and of the community working to restore the place, is held in a place brand company that works with our product brands to develop a regenerative portfolio.
These Place Brand Companies sit at the heart of the Good Growth system. They bring together the interests of the place and the community in each place in an entity that can create value for the regeneration of the place.
The Place Brand Companies are powerful integration mechanisms - they bring product design into each place; they put the places at the heart of the product story, and make the regeneration of each place the source of value for the buyer and the herders; and they enable the herding communities to earn from the sale of final product. Best of all they can be set up anywhere - even (as in Mongolia) on common land.
4. product brands working with ecosystem materials and place brands
We develop a stable of complementary brands in fibre, food and botanicals that work exclusively with ecosystem materials.
The brands develop products that reinforce the best balance for the ecosystem - creating value from materials that are usually discarded (such as coarse fibre). The product mix does not just focus on a single "raw material" but on creating value from everything nature has to offer in that place.
More from less.
These are pioneering brands such as Khunu, Navygrey and Ibis. By working in concert, becoming forces for regeneration.
What's next? 20 places by 2023, 50 places from 2024
We started out by focusing on agriculture in rangeland landscapes in Mongolia and Patagonia - because herders form a sector that can directly restore nature, but which has suffered acutely from industrialisation and globalisation.
Herders of livestock in these places are a prime example of where the consumer relationship has been severed from the source of origin. We work with them to develop place based products that create value for regenerative activity.
Each place has a unique portfolio of products - so buyers are connected to place.
Now we are extending into multiple rangeland ecosystems across Mongolia and Patagonia, before developing our first marine and forest ecosystems.
In parallel we are building the value chains to support not only the fibre business, but also food and biomaterials.
The first products for the system will be out by November 2021. In 2022 we will be operating out of 5 places in Mongolia, and 4 places in Argentina with 5 product brands. From 2023 we extend to 20 places around the world with 20 product brands.