Our Brand Purpose
Kooky exists to make exotic fruit more accessible in a
way that protects people and the planet.
PSG1.1 (the 1st requirement under Purpose & Stakeholder Governance in B Lab's new B Corp standards) requires that every B Corp certified company is to have a public,
meaningful purpose statement that goes beyond making a profit and that:
> details the specific positive impact Kooky aims to create for society and/or the
environment.
> is relevant to Kooky’s core business
> guides Kooky’s strategy and decision-making, supported by goals, policies, and KPI.
Our brand purpose
Kooky exists to make exotic fruit more accessible while contributing to a food system that
is better for people and the planet.
We believe everyone should have access to nutritious, exciting fruit without compromising
on quality, affordability, or sustainability. By preserving fruit close to where it is grown,
sourcing responsibly, and continually reducing waste across our value chain, we aim to
create positive outcomes for our customers, our partners, and the environment.
The impact we aim to create
Through our products and business practices, we aim to:
> reduce food waste by preserving fruit at source and maximising the value of every harvest;
> lower the environmental impact of transporting tropical fruit by extending its shelf life and optimising logistics;
> create fair and lasting value for our growers, suppliers, customers, and communities through responsible sourcing and long-term partnerships;
> encourage healthier and more sustainable snacking by making premium exotic dried fruit enjoyable and accessible to more people.
This purpose guides our business decisions, product innovation, sourcing practices, and stakeholder relationships.
How our purpose Is embedded in our business
> Making exotic fruit more accessible: We believe exceptional fruit should be
enjoyed by more people. We source premium fruit varieties that are rarely available in dried fruit and transform them into innovative products that are both high quality and affordable. Examples include introducing dried dragon fruit and mangosteen to the UK market and continually expanding our range with lesser-known tropical fruits.
> Responsible sourcing: We work with trusted suppliers who share our
commitment to quality, responsible farming, and continuous improvement. When
selecting suppliers, we consider not only product quality but also environmental and social practices, long-term relationships, and opportunities to create shared value.
> Reducing waste through circularity: We believe every part of the fruit has
value. Where possible, fruit by-products such as peels and shells are recovered by specialist partners and repurposed into compost, animal feed, or other value-added applications. By keeping resources in use for longer, we contribute to a more circular food system and reduce unnecessary waste.
> Innovation with purpose: Innovation at Kooky goes beyond creating exciting new flavours. We continually explore new fruit varieties, product formats, and
manufacturing methods that improve quality, reduce waste, and create greater value for our stakeholders while minimising our environmental footprint.
> Member of 1% for the Planet: We donate 1% of our total annual sales (not
profits) to support environmental causes to protect the Planet. We chose to support FareShare on their mission to tackle poverty and reduce food waste. So far, we donated to them 0.2 tons of dried fruit and contributed to nearly 3,000 meals.
