Why is the brand called ANJA?
ALOHAS Resilience Foundation
ALOHAS Stand for Adaptive Lifestyle of Health and Sustainability
ANJA is not a brand name, but a Food Tribe and Lifestyle name which stands for
We have a total of 8 different brand names five are listed in our business plan and three are for future brand releases.
Our brands, blends and products are a healthy mix of organic naturally occurring vitamins, minerals, and nutrients that are created and supported by the Elixir of LIFE Water.
Do you already produce your product?
We have all products in smaller quantities manufactured/produced as samples by co-packing and contract filling within Germany and in our own maker lab. However, sustainable, environmentally friendly production, to this date is not possible through co-packing or filling anywhere in the world. There is no facility new or old that addresses all 6 global grand challenges in one complete solution in the way we have laid out with the ANJA Green Facility.
Our aim is to address 6 global grand challenges in one complete green production facility which entails the entire manufacturing process – from raw materials to product delivery to recycling – into a sustainable circular system, run entirely off of renewable energy without resource and food waste which is also CO2 neutrality.
Where can I buy your products?
Until the completion of our production facility, our product will only be available in our retail flagship store in lean production quantities. Once our production facility is finished being built our products will be available in 38 countries in 26 languages in major grocery retailers and our online eCommerce portal.
Where is your production located?
We are currently searching across Germany and Europe for suitable urban production locations. Due to the many advantages of Hamburg as a location, this would be our first choice because of the Harbor, tourism, and infrastructure, which represent ideal conditions for the construction of a visitor-friendly and urban production facility.
You want to build an entire factory. Why not take an existing building and equip it with wind/solar systems and expand?
We would prefer to take over an existing building or historical location for renovation. Saving materials, jobs, and restoring to historical building requirement would be a big part in reuse, conservation, and sustainability. To do this we need to find a suitable building that is fitting for the implementation of our concept and requires no compromises in terms of processes, sustainability, and renewables.
This is a very large and complex project. Why not start smaller? You could start with one aspect of the project.
Our business model is a complete concept, which goes hand in hand connecting all the components or facets together in one complete system. We can scale the overall size down, the concept nevertheless remains holistically the same containing each individual component.
The goal is not to start as small as possible. We want to turn the food industry on its head bringing them into the Global Era of Sustainability in Food and Drink Production. This will only be possible if we reach a certain size and scale.
The effort needed to get a small business off the ground in this industry is not necessarily less, than the effort to start a big business. We have already found many of the right partners that will support us, hence the name Adaptive Nutrition Joint Achievements. We are aware that you cannot implement such a big vision alone, so we are always looking for additional partners.
How do/will you finance this project?
The money comes from several sources: private equity, grants, subsidies, bank loans, investors‘ funds and venture capital.
You want to find and hire 440 employees by the start of your production facility. How and where will you find the right staff in such a short time, especially with the necessary technical know-how in the field of food production?
Although we are a start-up we feel it is of utmost importance to have a strong corporate philosophy and corporate culture, which form a guideline for the selection of the right staff. From the beginning we have a strong why and set emphasis on an experienced HR team, which has internalized our philosophy and only those that fit our culture and feel passionate about our why will move on towards employment. We have partners, specialists and qualified staff in the field of food production, who will recruit internally as well as Interim outside help from personnel management companies specializing in food and production as well as personal partners.
Where do you acquire your raw materials?
Throughout all our product we have more than 100 raw goods of which 2/3 already arrive in fair trade quality to the port of Hamburg. The remaining raw materials are sourced from selected merchants of various countries for example; Turkey, Spain, Italy, Greece, Azerbaijan, and local German goods. We also grow 12-15 raws on-site within our vertical farm.
What about algae and other super-foods?
Among our raw materials are many super-foods such as Coconut oil, Chia, Acai, Goji, Graviola, Acerola, and Noni, but also blue-green algae such as spirulina and seaweed extracts such as fucoxanthin.
What is all included in your product line?
3 mineral and probiotic waters
10 different refreshment drinks (ready to drink and in Pixies)
6 different green and fruit smoothies (ready to drink and in Sachés)
14 different cold-pressed raw juices
2 different energy drinks (ready to drink and in Pixies)
10 different raw food organic bars
10 hearty organic bars
12 different Juice Pads
How did you decide on this product line? You want to offer right from your start a very comprehensive product line. Is this not costly? Would it not be better to start with less products?
The range consists mainly of product types and super foods together, which we have produced for many years for ourselves on a small scale and integrated them into our daily diet. We believe that we are not the only ones that will use these products every day and want to give our customers by means of a wide variety of products with a complete solution for a healthy diet which is convenient. We are aware that our product range is very extensive. We want to offer a supportive solution for a healthy diet the adaptive way, thus the wide choice in our range which supports our concept.
As a vegan, I always try to shop for fresh and top quality products. Is this guaranteed with your products?
All our products are raw and not heated to 100%, so that the nutrient content in our products is often even higher than in fresh fruit and vegetables, which are long from fresh even at the fruit and vegetable section of most stores. DHL Go Green and the Pan-European agreement allows for flexible and fast delivery in 38 countries providing easy access to our products, which helps us ensure freshness of our products from after packing or bottling from the logistical side for all our customers. We also offer a satisfaction guarantee should you not be completely satisfied. We also do sampling of all our product flavors and varieties so you can ensure you find your favorite flavor or blend.
Is your Vertical Agriculture method also suitable for greenhouses, so that heat-loving plants can grow?
Yes, Vertical Farming is also suitable for greenhouses, and thus allows the cultivation of thermophilic plants. We run a Controlled Environment Agriculture Fully Automated Vertical Farm system. In this system, we have the ability to grow over 120 plant types and species we lay emphasis on those that have the biggest return in Vitamins, Nutrients, and Minerals so that we are not just providing you with an empty filler but something to support your health.
Will you actually grow all your required raw goods yourself?
No, we will plant initially only a portion of our needed raw materials.
Is there already a pre-selection of plants going to be used?
Yes, we have decided to use 12 different plant species. Over time, however, we want to cultivate other raw materials. Currently it is possible to grow about 120 plus species of plants by Vertical Farming.
Where do the plants get their nutrients and sun? Does it come only from solar energy?
We use Phillips LED Horti lights specifically for vertical farming and Growth Chambers. Furthermore, the nutrients come from Organic Nutrient Film Technology, and Organic Filtered Rainwater.
Why not aquaponics (nutrients for plants are already included)?
We find aquaponics insufficient, but have opted for aeroponics and hydroponics, because we have a very large acreage and aquaponics would be unfavorable in this magnitude. We do feel Aquaponics is good for certain environments and cultures making the transition to sustainable food production.
Where does your energy come from to support that large a production? How will the energy/power be cached?
We receive our energy from solar, wind, and hydropower and store it to Tesla Power Packs and cradle to cradle salt water batteries by Aquion Energy.
In order to power your production facility at all times you will need a huge amount of TESLA PowerPacks?
Yes, we will need some PowerPacks or cradle to cradle salt water batteries by Aquion Energy. In the long-term it is a great investment and divestment from fossil fuels that also guarantee us a certain amount of independence and infrastructure. In addition, will be able to sell back (Net Metering) all surplus energy to the grid. Due to the efficiency of our technology, innovations, and renewables, we believe this will find a nice balance and quick return in this now exponentially growing Renewable energy market.
Are your environmentally friendly packaging and logistic shipping systems within the Cradle to Cradle model system?
Yes, the environmentally friendly packaging is included in the Cradle to Cradle process. The transit system will be DHL GoGreen, including novel recyclable cling-packaging for the food delivery and multi-use fully recyclable delivery and packaging containers.
Why do not you just use a Green or Eco Energy provider? Buying flexible Green Energy from variety of competitive providers would be much easier, right?
Green energy providers are not a solution for us because the electricity that we would purchase does not come 100% from renewable energy producers, but comes from the nearest power plant. And there is a colorful mix of all possible types of energy sources. The federal government estimated the electricity mix in 2013 as follows: Renewable Energy took a share of approximately 23% a, coal (hard coal and lignite) is a startling 45%, natural gas at 10% and nuclear energy to 15%. We are aware that we can increase the share of renewable energy in large power mix by choosing a green energy provider and a positive influence, but we want to use renewable energy and in this regard make no compromises in what type of power we are using and from what sources it is coming from.