News / Counter Culture
Kombucha makers take radical stand against Black Friday with ‘anti-sale’
In response to the environmental impact of Black Friday, a local kombucha producer is making a bold statement with their “Black Friday anti-sale” this year.
Meet Harry McDowell, co-founder of Counter Culture, a kombucha maker who coupled his passion for developing non-alcoholic alternative drinks with a social mission nearly two years ago.
His company is making a powerful statement this year—by raising the price of its products, not slashing them.
is needed now More than ever
According to McDowell, the carbon cost of Black Friday and Cyber Monday is “staggering”: an estimated 429,000 tonnes of CO2 were pumped into the atmosphere from product deliveries alone.
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Unlike its competitors, the company is increasing the cost of its products by 429 per cent – the same amount of carbon emissions generated by the shipping of products during Black Friday and Cyber Monday in 2023, estimated at 429,000 tonnes of CO2.
The “anti-sale,” launching at midnight on Friday, will see the cost of 12 x 330ml kombucha cases jump to £126.70, while 24 x 330ml cases will be priced at £227.21.
The idea behind the stunt is to draw attention to the environmental toll of mass consumerism.
McDowell said: “We’re boycotting the absurdity of Black Friday with something radical: an anti-sale.
“The carbon cost of Black Friday and Cyber Monday is staggering. In 2023, an estimated 429,000 tonnes of CO2 were pumped into the atmosphere from product deliveries alone.”
Counter Culture is increasing the cost of its products by 429 per cent in protest of “Black Friday absurdity”
But the team at Counter Culture has reiterated that the gesture is not about raising prices. The kombucha maker has pledged all proceeds from the event to the Soil Association, a climate charity dedicated to funding real change in sustainability and regenerative agriculture.
Dubbed by Financial Times as “the Maverick Fermenters”, the Bedminster-based company is both challenging and encouraging customers to “skip the Black Friday rush and consider a more sustainable future”.
“If anyone dares to shop, all proceeds will go straight to our climate charity partner Soil Association to fund real change,” McDowell said.
All photos: Counter Culture
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