{"id":13846,"date":"2023-09-14T22:36:28","date_gmt":"2023-09-14T22:36:28","guid":{"rendered":"https:\/\/mysourcefunding.com\/startups\/how-tequilas-tahona-society-is-driving-a-new-breed-of-greener-entrepreneur\/"},"modified":"2023-09-14T22:36:29","modified_gmt":"2023-09-14T22:36:29","slug":"how-tequilas-tahona-society-is-driving-a-new-breed-of-greener-entrepreneur","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=13846","title":{"rendered":"How Tequila\u2019s Tahona Society Is Driving A New Breed Of Greener Entrepreneur"},"content":{"rendered":"
\n

There is no shortage of awards in the drinks business. One of the least known is probably among the best in terms of driving forward the sustainability and environmental message. This year\u2019s winner of the Tahona Society\u2019s competition was a perfect example.<\/p>\n

Jenny Teasdale and Jeffrey Garcia took home the top prize of $50,000 to put towards their project: Green Apple: Zero Glass Waste. It aims to change the perception of glass waste, create jobs in the local community, and encourage bars and other retailers to recycle in the party hot spot of Cartagena, Colombia, a coastal city where municipal glass recycling has been near impossible.<\/p>\n

Teasdale and Garcia plan to use the $50,000 prize to build a new recycling center in the city to make glass recycling more widely available than ever before as their contribution towards a more sustainable future for the local community, with or without the help of the local municipality.<\/p>\n

Teasdale, an expat Brit, described the win as \u201clife-changing \u2013 not just for us, but for our local community.\u201d She added: \u201cGlass waste in Cartagena has long been problematic. Our project aims to recycle up to 25% of the glass waste generated by tourism in the city within two years.\u201d This is an example of private enterprise taking environmental responsibility when the public sector fails or can\u2019t cope.<\/p>\n

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Sustainability From The Grass Roots Up<\/h2>\n

The third year of the awards this summer\u2014supported by Altos Tequila, part of drinks giant Pernod Ricard\u2019s Mexico-based House of Tequila\u2014is a blueprint for authentic, believable, \u201cfrom the grass roots up\u201d sustainability programs of the future\u2014with a healthy dose of ESG (environmental, social, and governance) thrown in.<\/p>\n

Almost a week ago, I was on the judging panel for the first ESG awards run by the international drinks trade magazine Global Drinks Intel. I was struck by the strength of the entries, particularly from smaller supply-side players, where commitment to the environment often runs deeper. I also thought how the Tahona Society and its decision to do something about industry sustainability would fit right in, had there been a relevant category for it.<\/p>\n

There was no obvious green-washing in sight during the event in Guadalajara. The competition\u2019s 12 finalists from around the world all work behind the bar in a variety of capacities and it was their ideas alone that took them to Mexico pitch directly to the judges. They are the link between the consumers they serve, and the retail businesses they run or are employed by.<\/p>\n

Their projects ranged from the simple reuse of waste food, in-bar grow-your-own herbs, and re-purposing waste glass as sellable art, to mental health support in an industry where alcohol and drug abuse often go unreported and unnoticed, as well as more financially ambitious efforts such as a community solar panel business for beach bars, and larger-scale solar farm projects.<\/p>\n

The heavyweight judges had diverse backgrounds and included Kir\u00e9n Miret, executive producer of the Mexico and Colombia editions of the Shark Tank reality television series; Dr\u00e9 Masso, co-founder of Altos Tequila, a long-time believer in making sustainable tequila; Luis Antonio Espino, a presidential speechwriter and strategic communications consultant; Elliot Kotek, CEO and founder of The Nation of Artists; <\/strong>and Michael Merolli, CEO of House of Tequila.<\/p>\n

Green\/Social Businesses That Can Scale Up<\/h2>\n

Finalists were heavily mentored and coached for three months leading up to the competition\u2019s climax when yet more coaching was on hand; from one-to-one training to hands-on workshops from business and marketing experts. These methods have evolved over the years, designed to ensure that finalists have the skills needed to start their own businesses with their ideas, should they wish to.<\/p>\n

Altos Tequila\u2019s Masso, also a co-founder of The Tahona Society, told me: \u201cThis competition has evolved from a cocktail competition. I want these bartenders to develop something that goes beyond a non-profit scenario. I\u2019d like to see long-term scale-up scenarios for these finalists and winners, where they can create an additional business from their projects. The business side of it is really important in this competition.\u201d<\/p>\n

Last year\u2019s winners were Cubans who saw the value in collecting locally growing fruits and herbs\u2014many often going to waste rotting on the roadside\u2014and turning them into syrups and fresh ingredients for cocktails. As well as using the products in their own bar they have sold them to other hospitality businesses. \u201cThey now run a small factory and bottling facility helped by the grant they got from this competition,\u201d said Masso.<\/p>\n

He added in a statement: \u201cThe Tahona Society competition is growing year-over-year, as sustainability is a key issue that transcends the bartending community. We\u2019re continually inspired by the caliber and variety of projects created by our bartenders. Green Apple: Zero Glass Waste is a prime example of an initiative that embodies Altos Tequila\u2019s own core values of recycling and waste reduction.\u201d<\/p>\n<\/div>\n

Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

There is no shortage of awards in the drinks business. One of the least known is probably among the best in terms of driving forward the sustainability and environmental message. This year\u2019s winner of the Tahona Society\u2019s competition was a perfect example. Jenny Teasdale and Jeffrey Garcia took home the top prize of $50,000 to […]<\/p>\n","protected":false},"author":1,"featured_media":13847,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[77],"tags":[],"class_list":{"0":"post-13846","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-startups"},"yoast_head":"\nHow Tequila\u2019s Tahona Society Is Driving A New Breed Of Greener Entrepreneur | Brandiary<\/title>\n<meta name=\"description\" content=\"There is no shortage of awards in the drinks business. 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