SUPPORTING RURAL COMMUNITIES
Africa contains a quarter of the world’s biodiversity, with more than 30 000 indigenous species that are well adapted to unforgiving environmental conditions. For centuries they have provided Africans with fruits, oils, remedies and nutritional supplement.
Pure Beginnings sources ethical, sustainable and fairly traded indigenous ingredients from rural African communities. Southern Africa is one of the poorest regions in the world with millions of families, particularly in remote rural areas, surviving on less than a dollar a day. Sourcing ingredients from these communities helps provide income to put food on the table, educate children and obtain medical support when needed.
PROTECTING OUR BIODIVERSITY
Our community sourcing initiatives also help to protect biodiversity and the environment as these communities realise the value in protecting their local forests, instead of clearing them for firewood or plant un-productive crops. Agriculture has too frequently failed to alleviate poverty in Southern Africa. Much of the region suffers from low rainfall and has poor soil for agricultural crops – this, coupled with an inability to afford seeds, tools and fertiliser has resulted in many failed harvests.
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