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Melea becomes first Spanish winery member of 1% for the Planet
Melea Organic, a range of organic wines from Cuenca in central Spain, is the first Spanish winery to become a member of eco organisation 1% for the Planet.
1% for the Planet is an international organisation whose members contribute at least 1% of their annual sales to environmental causes.
As a member, Melea has committed to donate the equivalent of 1% of gross sales to directly support environmental nonprofits.
Donations from the brand will go to charities that support biodiversity and promote the use of organic farming, avoiding the use of agrochemicals that harm bees and other pollinators.
1% for the Planet started in 2002, when two businessmen, Yvon Chouinard, founder of Patagonia, and Craig Mathews, founder of Blue Ribbon Flies, decided to give 1% of their sales back to the environment, starting a global movement. Today, 1% for the Planet has over 1,200 business members in 48 countries.
“The pandemic has made everyone realise the fragility of our relationship with nature. We wanted to add our voice to this global movement to give back to the environment and help ensure the survival of bees and other vital insect species,” said Freddie Long, founder of Long Wines, which owns the Melea Organic brand.
“The 1% for the Planet logo has growing resonance, particularly in the US and among our target audience of younger women, and adding it to our label gives consumers the added reassurance that they are making the right choice for themselves and the planet,” Long added.
The Melea Organic range was inspired by the rare bee Anthophora Melea, and includes a white blend made form Verdejo and Sauvignon Blanc, and a Tempranillo.
Since launching in late 2019, Melea has gained listings with importers in several key markets, including Ampersand Wines in Ireland and the Well-Oiled Wine Company in the US.
Set up by William Long in 2006, Long Wines is a small, independent Madrid-based firm dedicated to producing, designing and marketing Spanish wines at competitive prices for global clients.