Sustainability in Every Sip: How TATU Protein Water Is Making a Meaningful Change in the World

TATU is not only a protein infused water, but its company, Mindful Proteins, is also an Oregon Benefit Company adhering to a triple bottom line of people, planet and profit.

TATU Protein Water is a certified Benefit Corporation for Good that seeks to do business that serves a social and environmental purpose.

The company creates high-protein drinks that are healthy, simple and sustainable. The American diet has become less nutritious as agriculture continues to be negatively impacted by climate change. Having a clean source of protein that is both nutritious and safe can be hard to come by these days.

TATU Protein Water is working to remedy this through its product and its sustainable foundation. The company is an important part of our purpose-driven business community at BCFG and its values align with the positive change we are trying to create in the world. Recently, we got to talk with the company’s COO and Co-Founder, Jacoba Gundle, about why and how the business became an Oregon Benefit Company.

Q. What motivated you to become a Benefit Company?

“We were motivated to become a Benefit Company because we finally found a model that fit our vision. We have always placed value on the triple bottom line and now have a model that allows us to communicate that to our customers.

The certification is a way that we could easily demonstrate our commitment to clients, stakeholders, peers and the public that we were squarely focused on people, planet and responsible profit.”

Q. Was it difficult getting internal support for moving toward this model?

“No, it was not. Our leaders truly believe this is the only way to run a company and that there is no downside in becoming a Benefit Corporation for Good. It is important to have buy-in from the top down to ensure that the triple bottom line is always a priority. We operated this way before becoming a BCFG, but now we have support, new ideas and a community to keep us accountable.”

Q. How long did it take you to officially become a Benefit Company?

“The process was very quick. The team at BCFG is thorough and efficient. The questionnaire was the most time-consuming part of the process, but it was a great tool for self-evaluation. It was a valuable exercise to complete to better understand our strengths and the places that we need to do more work in.

The process after submitting the questionnaire consists of a call with a member of the BCFG team where you discuss the company’s strengths and weaknesses, and ideas to continue to grow and build your organization as a BCFG.”

Q. Have you seen any change in culture since you became a Benefit Company?

“We are a small organization that implemented the BCFG model right as we began, so there hasn’t been a change in culture that I have seen. We built our company on these values to begin with.”

Q. Have you experienced any positive outcomes since becoming a Benefit Company?

“The community of organizations and the network of people who also prioritize the triple bottom line is a huge positive outcome from becoming a BCFG. The intrinsic support from genuine people and organizations is invaluable.”

Q. Would you recommend this business model to others? 

“Absolutely. I would go a step further and challenge others to change their business model and prove that there is not a downside.”

Q. What is the most important trait to have as a conscientious leader of a Benefit Company?

“The ability to adapt and to change. The ability to be open to new ideas and new norms for your company.”

Q. What lessons have you learned in the process?

“A major lesson that I have learned during this process is there is always more to learn. There are always things we can learn from other organizations who are also BCFG certified. We can see how others are prioritizing the triple bottom line and learn from them. We can incorporate other ideas and we can help others become better as well.”

Q. Is being a Benefit Company part of your current brand message?

“Yes, we incorporated the BCFG logo on our can design. We are very proud to be a Benefit Corporation for Good and consider it to be a crucial part of our organization.”

Q. What is the single best reason you’d give for another company or peer to become a Benefit Company?

“By focusing on people, planet and profit, and by joining a community of like-minded organizations, everyone wins.”

To learn the 6 steps to becoming a benefit corporation, go here.