“At The Heart Of Our Purpose Lies Our Planet Positive Charter, Our Own Set Of Commandments, Which Dictate What We Do, How We Behave, How We Are Structured And Who We Work With”: Max Spiegelberg Tells Grevivals

October 5, 2021

Interview with Max Spiegelberg

Max Spiegelberg, Chief Marketing Peep at Greenypeeps

Grevivals: Why Greenypeeps and what is the purpose of Greenypeeps?

Max Spiegelberg: Greenypeeps was born through our belief that businesses and brands have a responsibility to make a positive impact on our climate, our communities, and nature. Neutral is simply not enough.

We are proud to produce only organic and delicious teas and infusions by respecting the earth, and not at a cost to the earth.

At the heart of our purpose lies our Planet Positive Charter, our own set of commandments, which dictate what we do, how we behave, how we are structured, and who we work with.

Grevivals: Why would a person become a valuable consumer of Greenypeeps? How can your consumers get benefited from your company?

Max Spiegelberg: We understand that our consumers are not just looking for great quality tea. People, in particular millennials, are searching for brands that guide them in making the right choices.

Say there are two tea brands on the shelf equal in quality and similar in price. One is carbon negative (actually draws down more carbon dioxide from the atmosphere than they emit) and the other comes at a cost to the climate. Which would you choose?

Consumers don’t have to change their behaviors to make a difference. Brands can and should do it for them.

Grevivals: What is the biggest strength of your company?

Max Spiegelberg: We don’t seek to preach to our community, rather we inspire them through planet positive thinking and the actions we are taking. It’s not about reflecting on how bad the situation is but about the positive steps we can take in our daily lives to tip the balance in the planet’s favor.

Greenypeeps is an optimistic brand and as a business, it’s net positive for the planet.

Grevivals: What is the future plan of Greenypeeps? Where do you see yourself in 5 years?

Max Spiegelberg: Greenypeeps will continue to embrace planet positive consumerism and grow within the tea category. Our strength is both in our message and the purity and quality of our products. This allows us to move into any other category that fits the planet positive model. Currently, we are looking at coffee and dried fruit.

In 5 years, we anticipate that the majority of consumers will be purchasing with a conscience. Wouldn’t it be amazing to create our own planet positive aisle in the supermarket, exclusively organic food and drink that actually benefits climate, community, and nature?

Grevivals: In your opinion, what is the most fascinating aspect of your company?

Max Spiegelberg: It’s definitely the people. More specifically getting close to the people that matter most, our farmers and our communities. Consumers are much more inquisitive about their products than they were 20 years ago. They understand that there are genuine people, rich in culture and history, behind the tea they are drinking. At Greenypeeps, we look to connect that smallholder, picking his or her tea amid the tropical forests of southern Sri Lanka, with you, the consumer, savoring that deliciously soothing cup in your own kitchen. Live is a virtuous circle. There’s no reason that consumerism can’t be either.

We are really proud to directly support the Hiniduma Biolink Project which incentivizes and trains communities to establish a vital biolink between two areas of pristine rainforests so that the indigenous animals have a larger playground and the communities adapt to living in harmony with the natural environment once more.

Grevivals: What is the most challenging situation you have faced while working as a Chief Marketing Peep?

Max Spiegelberg: As Chief Marketing Peep at Greenypeeps, I face multiple challenges every single day. It’s the nature of the job. When we question all that we do through a sustainable lens there will always be different and better ways of doing things and we have to consider them all.

Packaging is always a hot topic. Our goal is to do no harm to nature. Therefore all our products are plastic-free and either recyclable or home compostable.

My ongoing challenge is making sure we stay true to ourselves and our key principles. As the business grows it’s easy to let these slip in search of profit. For a brand that wears its organic heart on its ethical sleeve, we owe it to ourselves, our customers, and the planet.

Grevivals: Being a part of an environmentally conscious community, what kind of suggestions you would suggest for the new/upcoming “Green” startups/SME’s (small and medium-sized enterprises)?

Max Spiegelberg: My advice, first and foremost, is to be true to what you stand for. There are no compromises or shortcuts in being net positive. The model simply doesn’t work otherwise. It’s not easy but there’s a shift change happening. New ‘green’ materials, technologies, and services are emerging all the time. Keep on top of what’s going on and constantly review how you can improve on what you are doing for the planet and for profit.