Kapuluan: Expanding a Mission of Good
Kapuluan was founded to help relief efforts in rural areas of the Philippines after Typhoon Haiyan in 2013. This was one of the most powerful tropical cyclones ever recorded. From the beginning, its mission has been to decrease poverty and improve the livelihood of coconut farming communities by working in partnership with rural coconut farmers and empowering them to achieve a higher value for their resources.
Many island nations in the Pacific region call the coconut palm the ‘tree of life’ – not just because of its health and wellness benefits, but also because the local communities depend on it. In some communities, roofs of houses are made with the coconut tree leaf, the structures are built with the coconut tree wood, they eat coconut, the cook with it, they make their soap with coconut. It’s also the primary driver of the local economy.
And so, Kapuluan was born, with one mission: to decrease poverty and improve the livelihood of coconut farming communities by working in partnership with rural coconut farmers and empowering them to achieve a higher value for their resources.
Retail Strategy
Build the Brand has led strategies to get Kapuluan’s products into retail stores, including several large online marketplaces and several dozen online and independently-owned stores across the US & Canada.
We were able to increase Kapulan’s online marketplace revenue by over 500%, and have pitched their products to major retailers, including CVS, Lord & Taylor, Ulta Beauty, Sally Beauty, Nordstrom, and Urban Outfitters.
Recently, we were able to present Kapuluan’s products in person at an exclusive event at Walmart headquarters in Bentonville, AR.
Public Relations
The One Item, One Tree initiative remains the driver of Kapuluan’s PR and retail strategy, along with the Look Good.Feel Good.Do Good campaign.
Kapuluan prides itself on offering the best pure, organic products for beauty and personal care. Because all their coconut oil products are cold-pressed, they remain unrefined and virgin without additives, harmful solvents, or toxic chemicals.
The success of our public relations campaign have resulted in features in:
- Verishop – Beauty New Arrivals
- Trada – Inventory Big Hitters
- Vogue
- People
- Elle
- Refinery 29
- NBC (live TV)
- IPSY
- Free People
- Toronto Life
Documentary
The documentary Kinabuhi has helped to bring awareness to Kapuluan’s mission and brand.
Showing the lives of impoverished coconut farmers in the rural Philippines who are the most vulnerable to disasters like Typhoon Haiyan, Kinabuhi was initially produced to support a crowd-funding campaign during the early stages of Kapuluan. However, with the intent to expose the story to a wider audience, the documentary was submitted to several film festivals and met with critical acclaim.
Kinabuhi was officially selected for 5 Film Festivals, winning the Award of Excellence and Award of Merit from The Impact DOCS Awards Competition, and the IndieFest Awards Competition, and best Documentary Short at The California International Shorts Film Festival.
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These farming programs and eco-positive business practices are effective measures in offsetting the effects of growth. Kapuluan’s’ One Item, One Tree initiative plants a coconut palm in The Philippines every time a bottle of coconut oil is purchased. New trees help in the fight against global warming and assist coconut farmers with crop production and sustainability.
