Tim Westwell, co-founder and Managing Director Pukka Herbs

1. How can profit and
purpose go hand in hand?
11 May 2016

2. We wanted to create a pukka quality
company that would bring people, plants
and the planet together.
Adjective: excellent, proper or genuine
ORIGIN from Hindi pakka: authentic, real.
Puk.ka
/pŭk’ə

3. Our intention is to create teas…
That look as good as they taste.
Taste as good as they make you feel and
do as much good as they possibly can.

4. The Pukka tea revolution
38 delicious organic teasTaste Alive
Feel Alive
Green Revolution Speciality BlacksSuper Fruity
Selection pack

5. Pukka Organic Wellbeing
40 supplements for everyday
health

6. How it all started…

9. “Through the incredible power of plants we will
inspire you to lead a more conscious* life. We will
strive everyday to help create a Pukka Planet
benefiting people, plants and planet.”
(* to us 'conscious' means 'more alive to the wonder of life, more connected
with your community, and respecting the beauty and power of nature's
healing herbs')
We are on a mission…

10. 2002
In Spring we launch our
first three herbal teas.
2005
We update the ‘Pukka look’, reach
250,000 customers and move office
to house our growing team.
2007
The Pukka tea selection goes
up from 7 to 10.
2003
Many visits to India later, we
formulate 20 Ayurvedic herbal
remedies.
2008
Fairtrade chais and Green teas
launch. 20 million Pukka cuppas are
drunk this year. Organic
supplements range created.
2009
‘Three’s’ teas come out. Pukka
is now distributed in 31
countries worldwide.
2001
Sebastian & Tim are inspired to spread the benefits of herbal health
starting from Tim’s spare bedroom.
2012
Pukka celebrates 10 years of herbal
health. Someone drinks our
billionth cup of herbal tea. The
Pukka family grows to 50.
2014
Pukka refresh the brand for tea
and supplements & start
working with WWF raising
£230k in 2 years
2015
1 million cups of Pukka tea are enjoyed every day in 40 countries around the
world. Pukka becomes a 1% for the Planet partner. The Pukka tea selection
reaches 36. The Pukka family grows to 87.
Our story - 14 years in the making

11. performance to date
Annual growth of 30% for the past seven consecutive years
0
5
10
15
20
25
30
FY08 FY09 FY10 FY11 FY12 FY13 FY14 FY15 FY16
£m

12. Pukka distributed in 41 countries worldwide

13. international represents 55% of the business

14. focus on Germany and the US
£60m total market
(F&H)55% YoY
growth
<2% market
share
90% YoY
growth
<3% market
share

15. export sales = 55% of total sales & growing…

16. Pukka Tea makes it to China - 2014

20. Germany – Market Development
1. Field
Resource
Objectives
Right range
Right display
Transfer of orders
3. Activation
PR, experiential
and social media
to drive
awareness and
trial
2. Brand
Visibility
Window displays,
secondary in-
store displays,
sampling activity..
Berlin
Munich
Hamburg
Cologne
Frankfurt
Focus wholesalers:
• Dennree (national)
• Claus Pural (national)
• Harderreform (national)
• Phönix (nr Frankfurt)
• Rinklin (nr Freiburg)
• Bodan (nr Konstanz)
• Ökering (nr Munich)
• Terra (nr Berlin)

21. PROJECT BERLIN

22. www.pukkaherbs.de

23. www.pukkaherbs.jp

24. Pukka’s values (Wisdom Seeds)

25. At Pukka we know that big
journeys are made of small steps.
We now give 1% of all we sell to
environmental and social causes.
It’s part of our own campaign for
positive change - 1% for the
Planet’s mission is to build,
support and activate an alliance
of businesses financially
committed to creating a healthy
planet.
.

26. FairWild is a scheme that helps
protect plant species that grow in
the wild and the beauty of their
natural habitats, whilst also ensuring
those who harvest them can
maintain their livelihood.
Pukka currently has 27 FairWild teas

27. Ensures fair and positive
relations for everyone:
between producers and
their cooperatives;
workers and their
employer; sellers and
buyers - whilst ensuring
performance of
standards.
All of our 38 have been certified fair for life, which means they
contain a minimum of 20% fair certified ingredients.

28. title

29. Sustainability at Pukka

30. What is sustainability?
Growing our business in ways that
benefit people, plants and planet
Overview

31. Climate Change
We can’t make healing herbs on a sick planet.
February 2016 was likely the
hottest month for thousands of
years. Even climate scientists are
shocked.
For agriculture this will mean: more
flooding, more drought, more pests.
All this could mean our suppliers
find it difficult to grow enough
herbs.

32. Managing Sustainability
• Strategic Sustainability Group set
our sustainability strategy
• Sustainability Manager works across
all teams to deliver our strategy
• Annual sustainability report
32

33. Climate Change: What we do at Pukka
• Our Climate change policy
• We monitor our emissions
• Avoid or reduce where possible
• Use 100% renewable energy
• Sequester carbon in soil: organic
• Offset remaining
We are a carbon neutral company

34. Our offset supports a Ugandan cookstove project
We help
over 200
families

35. Sustainable communities: what Pukka do
Local and ethical sourcing
Partnership projects
Locally and in value chain Supporting tree planting
in India and Bristol

36. Ethical practices: what Pukka do
36
Pukka wellbeing and development
fund
We donate 1% of sales (not profit) to
environmental charities

37. Resource conservation
Humans currently consume resources at a rate 50% faster than they
can be regenerated by nature. By early 2030s we are projected to
need more than two planets to meet demand!

38. Resource conservation: What Pukka do
38
Children's Scrapstore

40. We are organic!
Conventional farming
Input 10 Output 0.1
Organic farming
Input 1 Output 3

41. Higher antioxidant and lower cadmium concentrations and lower incidence of pesticide residues in organically grown crops: a systematic literature review and meta-
Organic herbs are better for people and plants
69%
flavanones
51%
anthocyanines
50%
flavonols
28%
stilbenes
26%
flavones
19%
phenolics

42. Described as the ‘Oscars’ of the food world, Pukka has been
awarded the most UK Great Taste Awards of any herbal tea
brand since 2005

43. From Tradition to Evidence-Based Medicine
4000 years
back
Evidence-Based Medicine
confirms traditional knowledge
Observation of
efficacy and safety
over time
Adaptation & development
based on experience
Development of
technology over time

44. FePO43−
N2
UV RADIATION DAMAGE
ANTHOCYANINS
POLYPHENOLS
FLAVONES
ISOFLAVONOIDS
PSORALENS
PATHOGEN ATTACK
ESSENTIALS OILS
ISOFLAVONES
STILBENES
COUMARINS
FURANOCOUMARINS
ANTHOCYANIDINIS
FLAVANOLS
ATTRACT & REPEL
INSECT ATTACK
ESSENTIAL OILS
OLEO-GUM RESINS
COUMARINS
PSORALENS
POLYPHENOLS
CHEMICAL
SIGNALING
ESSENTIAL OILS
SALICYCLIC ACID
VIRUSES
DNA DAMAGE
BACTERIA
LOW IRON
PHENOLIC ACID
LOW PHOSPHATELOW NITROGEN
FLAVONOIDS
ISOFLAVONOIDS
COLOURFUL
FLAVONOIDS
POLYPHENOLS
ESSENTIAL OILS
ENVIRONMENTAL
HAZARDS
HIGH-LOW TEMP. EXTREMES
ANTHOCYANINS
STEROIDALS
ANTHOCYANINS
Herbal Medicine is a Gardener
Ecosystems
Tissue quality
Terrain
Person
based
pathology
Multi-dimensional networks

45. 45
The development of conventional medical science has
been characterised by reductionism.
- when applied too narrowly to medical conditions – leads to a focus
on cellular and other micro-processes that tend to lose sight of the
whole person
- when applied to medicinal plants – leads to a focus on key active
phytochemical constituents that risks losing sight of, or even
misrepresenting, the activity of the whole plant

46. Effective medicine?
Unknown
effectiveness
Known effectiveness
Likely to be effective
Harmful/unbeneficial
51%
11%
23%
15%

47. Projected Rise in Cases of Seven of the Most
Common Chronic Diseases, 2003-2023
Cancers
62%
Diabetes
53%
Heart
Disease
53%
Mental
Disorders
54%
Hypertension
39%
Stroke
29%
Pulmonary
Conditions
31%
Why modern healthcare system is not
sustainable
NHS Increase from 3.5-10% of GDP last 50
years
Labour intensive for medics needing rewards
New tests, drugs & technologies cost more
Ageing population (+1.8%/year)
75% of costs are on chronic diseases
1% investment in prevention
The medical paradigm is broken
Upton et al 2000, Noel et al 2004, U. Washington 2005, Clayton 2007

48. Turmeric’s multiple benefits…

49. Research on Pukka Wholistic Turmeric

50. Anti-oxidative potential of Wholistic
Turmeric
µmol TE
2 capsules
2 portions BLUEBERRIES
2 Portions BROCCOLI
ORAC 5.0 per serving
0
20000
40000
60000
80000
100000
120000
140000
Wholistic Turmeric 2
capsules (1.24 g)
Blueberries 80g Broccoli 80 g
ORAC HORAC NORAC SORAC SOACAnalysed by Brunswick Laboratories, US

51. Summary of Pukka Wholistic Turmeric Results
COX-II by 60%-
NF-κB key role in
regulating inflammation
60% -
ORAC of 130,000 µmol TC
Nrf2 Multi-organ protector
76% +
Enhanced Detoxification
Reduction of Inflammation
High anti-oxidative effects
Reduction of Inflammation
Reduction of Pain & Swelling

52. Pukka Wholistic Turmeric Vs Paracetamol
5.5 0
60
11
100
CURCUMINOID
PRODUCT 1 (L)
CURCUMINOID
PRODUCT 2 (S)
WHOLISTIC
TURMERIC
TYLENOL, 500 MG
TABLETS
POSITIVE
CONTROL: DUP-
697*
COX-2 Inhibition (%)
Paracetamol
(Acetaminophen) is
the best-selling
analgesic under the
trade name Tylenol
More than 10 times more
effective
5.5 times more effective

53. The Range
For joint pains and aches (inflammation)
Turmeric for
purists
For protection
against cell damage
(anti-oxidant/ anti-
aging)

54. 0
5000
10000
15000
20000
25000
30000
35000
40000
Turmeric Gold Tea
250 ml
Blueberries 80g
ORAC HORAC NORAC SORAC SOAC
µmol TE
Anti-oxidative potential of Turmeric Gold

55. Key therapeutic uses of matcha
Cardiovascular
protection
Energy booster &
rejuvenative
Antioxidant
Protection
Enhancing
cognitive
processes
L-Theanine Polyphenol is 5 x higher than green tea - works synergistically
with caffeine to bring calmness & alertness
Polyphenols; EGCG, Theaflavins

56. 0
5000
10000
15000
20000
25000
Supreme Matcha Green
Tea 250 ml
Broccoli 80 g Avocado 150 g
ORAC HORAC NORAC SORAC SOAC
ORAC 5.0 Supreme Matcha Green Tea per serving
(Oxygen radical absorbance capacity (ORAC) is a method of measuring antioxidant capacities in biological samples in vitro.)
µmol TE

58. Pukka’s values (Wisdom Seeds)

59. Our intention is to create teas…
That look as good as they taste.
Taste as good as they make you feel and
do as much good as they possibly can.

60. At Pukka we know that big
journeys are made of small steps.
We now give 1% of all we sell to
environmental and social causes.
It’s part of our own campaign for
positive change - 1% for the
Planet’s mission is to build,
support and activate an alliance
of businesses financially
committed to creating a healthy
planet.
.

61. Incredible organic herbs
A Big Thank You
from