036 – Julie Mathers of Flora and Fauna – Green, Kind, and Selling Life

Flora and Fauna

Eco-friendly and vegan products from Australia…

Flora and FaunaJulie Mathers, Founder and CEO of Flora and Fauna, Australia’s largest cruelty free & vegan shop with exclusive eco friendly products, joins Pavan Bahl, Marc Raco, and guest host and Kelly Stickel (CEO of Remodista) at Shoptalk Europe in Copenhagen. Powered by Sennheiser.

Mathers reveals how her company offers all natural and vegan products, from skin care to fashion, and how essentially they “sell life”, Flora and Fauna’s 3.5k SKUs with many brands, and its private label brand Green and Kind

In this episode:

Flora and Fauna

  • Flora and Fauna is vegan and cruelty free, with a goal to change the way people shop
  • Vegan and cruelty free can be polarizing Flora and Fauna is subtle about it, so it is important to get customers in the door before focusing on that.
  • Brands are turning more and more to eco-friendly, how is affecting them, not being able to produce enough products as soon as consumers are educated, and how a full generation is thinking about this
  • Requirements to be a brand on Flora and Fauna – vegan products, cruelty free down to fiber levels
  • Considering packaging supplies
  • Is Flora and Fauna in a position as a thought leader, and could they offer certifications
  • Flora and FaunaFlora and Fauna’s business is from 80% Australians and New Zealanders, which for them is big market, due to marketing efforts
  • A huge move—consumers can now request less packaging, as something that makes social and financial sense to the company
  • Handwritten notes as part of entire relationship with consumer base
  • How the warehouse is hub of the business, meetings are in the warehouse which is the touchpoint of the business, the warehouse is light and bright, located in the outback with beautiful view (plus, a chocolate tasting, and having fun)Flora and Fauna
  • How the handwritten notes started, people are wanting to receive a box of delight, and Mathers wanted deliveries to be memorable
  • International growth is future of the company, a priority for 2018, and focusing on English speaking countries
  • Flora and Fauna has signed up with delivery provider who can deliver pretty much next day, even overseas, and how Flora and Fauna wants to partner with same customer service rigor as them
  • Rising above the noise of companies in the same space
  • People are not searching for products as much as problem
  • The role of social media in marketing, and targeted micro-influencers
  • An ecofriendly Wheel of Grid Destiny spins for Off the Grid Questions, covering the inspiration for being social conscious in the world, how Mathers turned vegetarian at 16 years old, when she was building solar cookers in Spain, being surrounded by and rescuing animals, and selfless and mindful superpowers. Plus, an invite to share thoughts on focusing on positive change…

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