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For close to a century, a duopoly has ruled the beverage landscape, often putting profits before people and the planet. These industry behemoths have stifled potential competitors aiming to provide consumers with more choices. Enter Tractor Beverage Company, the organic, non-GMO trailblazers taking on Big Red and Big Blue. Tractor hasn’t just disrupted the market; they’ve redefined it, putting consumers' well-being and societal good front and center.
Farmer-founded and employee-owned, the Tractor team is on a mission to create a cleaner, healthier planet, one drink at a time. After realizing the extent to which pesticides were infiltrating the agricultural landscape and our food system, Tractor's goal was to set a new standard, not just for themselves but for all beverage brands, by holding themselves accountable in the search for a more sustainable future.
In 2023, Tractor partnered with HowGood, a renowned leader in sustainability research, to release the Organic Impact Tracker, making Tractor the first beverage brand to track and disclose impact data about its ingredients. The tracker uses five metrics to quantify the benefit of sourcing organic ingredients versus their conventional counterparts: synthetic pesticides avoided, organic land supported, carbon emissions avoided, water saved, and improved soil health. While four of the key metrics are proprietary to HowGood, Synthetic Pesticides Avoided is Tractor’s proprietary algorithm designed to determine the total amount of conventional pesticides offset as a result of using organically grown ingredients to produce its certified organic, non-GMO beverages. As the first and only organic company dedicated to food service, Tractor is also the only company in the world to track Synthetic Pesticides Avoided as part of its impact reporting.
Tractor has made great strides in their support of sustainable farming, managing to keep 25.8 tons of synthetic pesticides out of our food system in 2022. With the Organic Impact Tracker, Tractor is setting a new standard for sustainability, showing consumers it is possible to put people and the planet before profit.
In 2023, as a result of the Organic Impact Tracker, Tractor was able to track 5 key metrics that contribute to their sustainable sourcing. They discovered that Tractor:
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Avoided 27.3 tons of synthetic pesticide
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Avoided 586 tons of carbon emissions
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Supported 3100 acres of organic land
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Saved 150k gallons of water
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Contributed to 3100 acres of improved soil health
These metrics cement Tractor’s commitment to regenerative agriculture, proving it is possible to support the planet in a company’s quest for consumer choice. By highlighting the results of their organic farming, Tractor is setting a new standard of sustainability for the beverage industry.
Nomination Title: The Organic Impact Tracker
