“Cheers To Change”
How do you like your wine? Red? White?
Wine aficionados might add a few more descriptors- crisp, velvety, fruity?
Here is one that you might not expect. A wine that helps restore oyster reefs. Confused? Then it’s time you meet Proud Pour– a venture that helps restore 100 oysters for every bottle of wine sold.
I spoke to Berlin Crystal Kelly, founder and co-CEO of Proud Pour on making the tipple more purposeful.
The “light bulb” moment
So how does one move from the world of finance to the world of spirits and oysters? For Berlin – a graduate from The Marshall School of Business, University Of Southern California, the world of finance was always a temporary pit stop. With so many environmental issues around, her dream, she shares, was to work towards a meaningful goal to address these issues.
Serendipity takes on a new meaning when you hear talk about how she conceived the idea of Proud Pour. She began working with fermented beverages as a part of the New York City’s Home Brewers Guild. One evening, watching a documentary on the importance of wild oysters while drinking wine, Berlin says she had her “light bulb” moment. Berlin found a way to say “Cheers to Change” and actually mean it.
Why oysters?
Before we talk about the venture, we need to understand the fundamental issue that Proud Pour is trying to highlight. Here is a post from The National Oceanic and Atmospheric Administration website which explains why oysters are called “keystone species” and what their decline means for the environment. “What you might not know is that oysters aren’t just animals: they’re habitat, too”- states the article. It goes on to explain that other species like the mussels and sea anemones settle on the oyster reef. Oysters not only have an impact on biodiversity, they also filter out particles, chemicals and pollutants from the water. Added to all of this they help stabilize shorelines.
“We have lost 85% of the world’s oyster reefs“- says Berlin. Due to pollution, disease and overharvesting, there has been a massive decline of the reefs. As she understood the magnitude of the issue, she also came across projects like the Billion Oyster Project that is working on restoring oyster reefs. “But they all need support to work on their goals“, she adds.
Cheers To Change
Berlin set up Proud Pour in 2014 to help provide that support. “So much money is spent on alcohol. I just felt we could drink to something bigger and better.” Proud Pour gives you a North Coast Sauvignon Blanc – The Oyster, which pairs great with seafood. For every bottle (that comes with an ornamental oyster shell!!), 100 oysters are restored. Berlin is supported in this venture by her co-CEO Brian Thurber, a Harvard Law School alumni equally passionate about raising awareness to environmental issues. Proud Pour currently works with 500 accounts (restaurants and wine shops) and has helped restore over 4 million oysters. Talk about change!
Challenges
Berlin admits that setting up the venture was easy. “It’s the marketing that we found challenging. It’s more than just a product for us. We want the underlying message to be carried forward as well. What makes it even more difficult is how competitive the wine industry is.“- she adds.
So how does team Proud Pour ensure that people know what they are raising a toast to? “We conduct tasting sessions at restaurants where we tell participants what the background is. We also educate the staff. We have coasters that describe our mission. We also make signs that can be displayed in restaurants. “
Despite all these measures Berlin shares that in a place like New York with about 50,000 eating and drinking establishments, it’s often hard to ensure these measures are followed through. Most customers do not see the bottles which have the message and the oyster shell signifying the change. Berlin hopes that the tasting sessions and the press will help people understand.
The Bee Story
Proud Pour also shelves a Willamette Pinot Noir to fund the planting of wildflowers for bee species. For every bottle sold, the organization plants about 875 wildflowers, providing bees with over 90 sq ft of habitat. Three-quarters of the global food crops need pollination provided by bees. With decreasing habitats and the use of pesticides, there has been a decline in bee colonies, which has a direct impact on global food security. Proud Pour wants to address just that.
Looking ahead
Proud Pour hopes to implement this model for other species as well. They recently launched a Kickstarter campaign with a cider that works towards the conservation of Sea Turtles. They also hope to come up with a whisky for wolves and a tequila for bats. Proud Pour pairings are made to ensure that there is some connection between the spirit and the species. For example, Tequila is made from Agaves which are pollinated by bats.
https://www.instagram.com/p/BwUoW2cAOUL/
“We need to wake up a little to all that is happening around us. We have to become aware of the issues plaguing the world we live in, and take the right actions to address some of them. Sometimes all we need to do is choose the right product. That seems like not much in terms of action, but it still has an impact“, Berlin emphasizes.
Her message for future entrepreneurs is simple. “Analyze the direction in which you want to pursue your venture and make sure you understand the road ahead. What you do must add value to people’s lives. It will be tough, but eventually, it will be worth the hard work.”
For more information visit Proud Pour.
All Images Courtesy Of Proud Pour
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