Melea Organic – the first Spanish wine member of 1% for the Planet
Melea Organic – our range of organic, vegan-certified and wild yeast fermented wines from Cuenca in central Spain – is the first Spanish wine brand to become a member of 1% for the Planet – a global movement inspiring businesses and individuals to support environmental solutions.
As a business member, Melea has committed to donate the equivalent of 1% of gross sales to directly support environmental nonprofits. Donations from the wine brand will go to charities that support biodiversity and promote the use of organic farming, avoiding the use of agrochemicals that harm bees and other pollinators.
1% for the Planet started back in 2002, when two businessmen, Yvon Chouinard, founder of Patagonia, and Craig Mathews, founder of Blue Ribbon Flies, decided to give 1% of their sales back to the environment, starting a global movement. Today, 1% for the Planet has over 1,200 business members in 48 countries, including Pukka Herbs, Patagonia, Caudalie and many more.
Freddie Long explains the reasons behind the association:
“The pandemic has made everyone realise the fragility of our relationship with nature. We wanted to add our voice to this global movement to give back to the environment and help ensure the survival of bees and other vital insect species. The 1% for the Planet logo has growing resonance, particularly in the USA and among our target audience of younger women, and adding it to our label gives consumers the added reassurance that they are making the right choice for themselves and the planet.”
The 1% for the Planet logo will be added to the back labels of Melea Organic. The brand also has a new Instagram page to share information on the brand and its values of sustainability, vegan and vegetarianism with its audience.