YYC Feature: TRIBAL VANILLA
Rochelle, Gary and Joanne Edwards have made it possible for you to ‘become part of a tribe that’s changing lives!’
Improving lives is their day job. Though Joanne (right) , Gary (middle) and Rochelle (left) reside in Calgary, the impact they have is on a global scale. They sell high quality vanilla extract and beans sourced from Mexico and Uganda, respectively. Their company Tribal Vanilla, uses a direct fair trade business model, meaning that the small scale farmers that they source from are paid directly and fairly for their work, and therefore can improve the lives of themselves and their families. Speaking to them about their journey, it’s apparent that the Edwards are extremely passionate about their products and supporting the people behind them. They want to help consumers reconceptualize their role in the marketplace— when you buy from Tribal Vanilla, you’re more than just a consumer, you’re a part of a community that’s changing lives.
You’re a Calgary based company that uses a Direct Fair Trade Business model! Could you explain in more detail what this means, and why it was important for you that Tribal Vanilla uses this model?
“Our focus has always been more than just establishing a vanilla company. We want to make a difference in the world. We sell gourmet, natural vanilla extract imported from Mexico, and Grade A vanilla beans imported from Uganda. Our network of small-scale farmers produce the highest quality vanilla beans, which we import, process and package for consumers who value quality and ethical production. Our business is called Tribal Vanilla for a reason. We wanted to create a business that not only provided high-quality products for our consumers, but also allow a platform from which to advocate for and improve the lives of others around the world. We use a direct fair-trade business model, which means our small-scale farmers get paid prior to their harvests and receive the most money for their vanilla products. We supply the best quality natural vanilla products at a fair price, while changing the lives of our farmers through assisting them in creating sustainable agriculture. Our desire was to provide a fresh approach to our industry. Our name, Tribal Vanilla, signifies that through purchasing our vanilla products, our consumers become part of a tribe or community that is changing lives in both Mexico and Uganda. From production to consumption, everyone wins. The fair trade production team wins because this business model positively impacts the farmers and their families. The consumers win because they are getting a high quality, ethically-sourced product and know they are contributing to the global ripple effect through their purchase. The fair trade business model is so important to us because it means we are all connected through, of all things, vanilla!”
“We wanted to create a business that not only provided high-quality products for our consumers, but also allow a platform from which to advocate for and improve the lives of others around the world”
I would love to know a little bit more about the founders of Tribal Vanilla! What’s your background? Are you serial entrepreneurs or is Tribal Vanilla your first company?
“There are three of us that founded Tribal Vanilla, and we all happen to be related. Rochelle has a degree in Intercultural studies and upon graduating wanted a career that made a global impact. Gary and Joanne have a lot of experience in international relations and have operated a charitable organization that has assisted disadvantaged people in Mexico for the past 10 years. This is where our dream of creating a vanilla business originated. When the opportunity to work in Uganda with fair trade vanilla cultivation arose, we knew it was the perfect fit! Yes, we are serial entrepreneurs! Throughout university and other careers, we have all had businesses on the side. Tribal Vanilla is unique in that it is the first business collaboration the three of us have been involved in together and has become more a full time career for Rochelle than a sideline.”
One of your companies’ main objectives is to make a difference in the lives of the people who produce the vanilla you source. That’s awesome! In what ways specifically are these farmers lives being changed through their partnership with your company?
“Through our fair trade business model, our small-scale farmers get paid directly. We pay the farmers prior to the harvest and they receive more than they would on the open market. This is changing lives in those communities because they are getting what they deserve for their product instead of being exploited on the open market by the large conglomerates.
What’s the main difference between grade ‘A’ and grade ‘B’ vanilla beans?
Grade A vanilla beans are the highest quality. They are considered premium, gourmet beans and have a more aesthetically pleasing appearance than grade B beans. There is a higher moisture content (30-35%) and the pods are usually more oily and moist. Grade A vanilla beans are visually more attractive, meaning there are fewer blemishes on the pods. Grade B vanilla beans contain less moisture content (15-25%) and can be considered less attractive pods due to some scarring or branding by the producers, although this does not affect the quality of the vanilla. Vanilla beans, being the second most expensive spice in the world, are often branded by their producers with unique markings so that these farmers can track and monitor them during the production process. Like a painter signs their masterpiece, many vanilla farmers will “sign” their beans with their own unique branding.”
You made annual treks to Mexico and this is how you discovered your awesome vanilla extract! You also sell vanilla beans that are grown and cured in the Ibanda District of Uganda. What is the story behind you beginning to source from Uganda? You state that you pride yourselves on having ‘personal, on the ground connections’ with your farmers. How often do you travel to Uganda? What have you learned from being on the ground?
“Timing is everything! In our case, we connected with another fair trade company in Canada, who were looking to phase out of their vanilla bean importation from Uganda to focus on their main product, coffee. We met with their management and their buyer personally and loved their story. We were able to “grandfather” into the Uganda operation over the course of a few months. This gave us time to rebrand and get ready to take our distribution to the next level. We continue close contact with our buyer, who makes regular trips to Canada. He lives in Uganda and knows every farmer and their families by name. Because it is not plausible for us to travel to Uganda every six months for the harvests, we work closely with a supplier that works hand-in-hand with all the farmers. We have heard stories and seen pictures of how the fair trade vanilla cultivation has changed the lives of the farmers in the Ibanda district. We had plans to travel to Uganda last summer, but the timing didn’t work out. Although not necessary for our business, our goal is to eventually meet all our farmers as soon as possible!”
What is one of the best or most worthwhile investments you’ve ever made? (Could be an investment of time, money, energy, etc.)
“We decided that the best investment we can make is in ourselves. We are made to be whole in all areas of our lives: body, mind, and spirit. And investing time to better oneself is the most worthwhile investment a person can make. After all, you need to fill yourself up in each of these areas before you can pour into others. As a team, we have invested time and money into educational materials to better ourselves and our business.”
What is your dream for Tribal Vanilla? In what ways do you see your company expanding or improving in the next 5 years?
“We’re living the dream right now! We are helping to change lives overseas while delivering a fair trade gourmet product to consumers in North America. We are working towards diversifying our product line in the near future. This will hopefully include manufacturing our own all-natural vanilla extract, vanilla infused maple syrup, vanilla paste and powder. We are experimenting right now with vanilla bean-infused candles and are exploring the possibility of partnering with a local craft brewery to produce a vanilla beer.”
What is a valuable piece of wisdom that has helped you get you where you are?
“A valuable piece of wisdom that has helped us stay grounded in our business is that money should not be the driving force behind what we do. If money is the only motivator, the goals and objectives for the business become very narrow and self-centred. Passion and mission are two things that have helped focus and motivate us. Our passion is to deliver premium vanilla products to consumers and our mission is to create a global impact by making a difference in the lives of our vanilla producers. Our motto on our packaging is ‘Become part of a tribe that’s changing lives!’. This is our ultimate goal!”
Find them at:
@tribalvanilla
www.tribalvanilla.com