Beyond the Conventional Business Model: Sustainability Lessons from Traditional Medicinals®

Author: Renata Schaefer, Ph.D.; Robert Girling, Ph.D.

Publication: The WSB University in Poznan Research Journal

Publication Date: 2017

Abstract:
The idea of sustainable business is attractive for many organizations. The idea is that as part of their activities, companies contribute to solving the major challenges of the modern world - from climate change and ensuring biodiversity, to decent working and health conditions for the poorest. However, many companies find it difficult to integrate the concept of sustainable business into their daily operations and existing business models. Founded in 1974, the company Traditional Medicinals® is a producer and seller of certified herbal medicinal products, many of which have Fair Trade and FairWild certificates. It is an independent family company producing herbal tea in Sebastopol, California, using only solar energy. This socially and ecologically responsible company offers the highest quality natural products in accordance with the practice of responsible business. The main goal of the article is to examine, in the form of a case study, an innovative business model of this interesting, socially oriented company in which sustainable development practices have become part of its core values and which strives to communicate to all stakeholders: suppliers (herb growers) and their local communities), employees, clients and the public. (original abstract)