Business View Caribbean | June 2022

9 BUSINESS VIEW CARIBBEAN VOLUME 9, ISSUE 6 our eco-efficient furnace. Some of our surplus bagasse is delivered to the local biomass plant to produce electricity for the island. With EDDEN, we’re sharing these advancements because this is the way. Exceptional because it is authentic. Exceptional because we care. Rhum J.M is at the crossroads of modernity and tradition, and there is much more on the horizon.” - Grégoire Guéden, CEO, Spiribam EDDEN has officially come to life launching J.M as the leader in the beverage industry with the intent to advocate for improved sustainability at distilleries around the world. Most importantly, there is clear transparency throughout the entire process from both B2B and B2C. J.M is a leader of the sustainability movement for all of Martinique, as it is one of the most recognized distilleries undertaking these goals around environmental and social responsibility. To codify their methodology, J.M engaged the sustainability consultants at Linkup Factory. Together, they built a manifesto to serve as a new standard for themselves, their partners, and their community. “I met the team a few years ago, they told me two things: ‘We probably have the best aged rum in the world, and we may be ahead of the game in rum sustainability.’ Working with companies such as Nestle, Heineken, and PepsiCo, we conducted a similar audit. The findings were illuminating, especially in comparison to other distilleries. The distillery has demanding and sophisticated farming practices, which are quite difficult in tropical regions. Strict prohibitions of pesticides and herbicides are in place and the labor force is French, part of the EU, therefore commanding fair wages and social benefits such as access to education, healthcare, and paid leave. “Massive investments had already been made, especially in low emission furnaces and distillation apparatuses, which is unique. What’s more is they have a strong willingness to continue to progress. What we witnessed was a kind of magic. Passion deeply rooted in the way the team does their daily job. They have a natural sincerity and dedication for sustainability as one coming from such a small island should have, which is probably, yes: a key trait for creating the best aged rum in the world.” - Philippe Raffin, Executive Vice President, Linkup Factory In 2021, J.M became part of the UN Global Compact, the United Nations-led commitment by global companies to focus on responsible business practices, sustainability, and innovation for the future; to align strategies and operations with universal principles on human rights, labor, environment, and anti-corruption, and take actions that advance societal goals. Today, it’s the world’s largest corporate sustainability initiative. They partnered with Péyi Vert Project, which aims to plant one million trees in Martinique in the next five years in an effort to increase local biodiversity, restore the fertility of degraded soils, fight against air pollution, and reconstitute a green belt for public enjoyment. The distillery has pledged to plant 120 trees per year, with one year already complete. In May, they will receive the Bonsucro Certification, the first member from Martinique, an international not-for-profit governance group established in 2008 to promote sustainable sugarcane and reduce the environmental and social impacts of sugarcane production while recognizing the need for economic viability. By the end of this year, the brand will obtain the Haute Valeur Environmental (HVE) Level 3 Certification, meaning “high environmental value,” awarded by the French Ministry of Agriculture to farmers focused on key areas of environmental conservation. J.M is currently working toward full Level 3 certification, the highest level, which includes achievement in biodiversity conservation, plant protection strategy, management of fertilizer use, and management of water. J.M is currently operating at 80% for Level 3 and 20% for Level 2, reaching 100% Level 3 by the end of 2022. OPENING L INES