(English)
(English)
Impact 2025
01
Who We Are
At Traditional Medicinals®, our purpose—“to inspire active connection to plant wisdom in service of people and planet”—is the foundation of all we do. Our approach is profoundly relational, and we attend to each part of our business with care and respect for all involved: the consumers who trust us, the employees and partners who share our vision, and the industry peers who spark collaboration and innovation.
2025 Highlights
Who We Are
138.3
B Corp Impact score
808,204,704
Bags of tea served
Certified Brand Holder
Sourcing
48%
Fair-certified herb volume
99.7%
Organic herb volume
$383,727
Development Funds
Paid to farmers and collectors in addition to the price paid for their crops
3,622,198
lbs. of organic herbs purchased
Environment
89.2%
Waste diverted from landfill
2,851
Metric tons of carbon offsets
100%
Local renewable electricity at all TM Facilities
Scope 1–3
Emissions inventory verification
Community
53%
of company leaders identify as female
$2,775,391
Impact dollars invested
This money is used to support our Community Sourcing projects, local nonprofit partners, voluntary certification standards, and more.
72%
of employees volunteered with a nonprofit partner
Expansion to Virginia
As we continue to grow, Traditional Medicinals is guided by our commitments to strengthen communities, honor our planet, and make plant-based healing more accessible to those who need it most. In FY25, we held the groundbreaking of our new 125,000-square-foot manufacturing facility in Rocky Mount, located in Franklin County, Virginia.
Slated to begin operations in fall 2026 and reach full production by the following winter, the facility will eventually produce our full range of herbal teas to serve Traditional Medicinals’ growing Eastern U.S. customer base more efficiently.
The Virginia location will serve as sibling to our Sebastopol manufacturing facility, with each serving a distinct geographic market. Virginia also brings us much closer to customers east of the Mississippi River, leading to shorter distribution routes and reduced environmental impacts. In keeping with our commitment to sustainability and carbon reduction, we are integrating energy-efficient, sustainable building design principles into the Rocky Mount facility.
02
From the Source
Traditional Medicinals is committed to using high-quality organic ingredients that are sourced through fair trade practices. To ensure we can provide accessible botanical wellness long into the future, we invest in both the ecosystems where plants thrive and the people and communities who steward them. Through organic and fair certifications, we raise the bar for ourselves and our industries, while providing transparency and assurance to our consumers.
Fair and Organic
Independent third-party certification is the way we hold ourselves accountable and educate consumers on our approach. In choosing certification frameworks, we seek rigor, transparency, effectiveness, recognizability, and alignment with our purpose, mission, and values.
Traditional Medicinals’ approach centers on regenerative harmony, where Organic, FairWild, and Fair for Life certifications work in tandem to support:
- Soil health and pollinator protection (Organic)
- Wild plant ecosystems and traditional knowledge (FairWild)
- Fair wages, community resilience, and shared decision-making (Fair for Life)
Together, these certifications create a traceable, independently verified system of care for people, plants, and the planet. Importantly, they also challenge us to continuously enhance our programs and processes.
Source Community Projects
Abacá farming is demanding physical work. It happens over long days in remote locations, and with farmworkers paid only for days they work, preventive care often is deferred. While universal healthcare was introduced in the Philippines in 2019, limited funding and personnel mean many in rural communities still have inadequate access to care, which increases the risks of chronic illness and infectious diseases.
We recognize our ethical responsibility to Catanduanes abacá farmers and our reliance on the material they produce. That led us to support a better way to serve these farmworkers: bringing healthcare directly to their homes, villages, and often the field.
We are working in partnership with Alan Greene, MD, and the nonprofit he leads, La Conexión. Starting in May 2023, Traditional Medicinals and the La Conexión volunteers, including physicians from the Stanford Healthcare System, have regularly visited Catanduanes to provide training and cloud-based health diagnostic tools.
Lapacho Imex, a Paraguayan botanicals company, set out to help change that with the support of Traditional Medicinals and our supplier partner, Martin Bauer. Together, we are helping to support the long-term agricultural viability of the products we source, focusing on lemon verbena—an ingredient in several Traditional Medicinals teas.
The project works with Don Eulogio Franco School to engage youth in lemon verbena production. As part of their schooling, students ages 14-20 manage demonstration plots where they conduct comparative trials, with Lapacho’s agronomists serving as guest instructors. The plots also operate as microbusinesses: Lapacho purchases the harvest at market price, giving students experience with the full agricultural value chain, from soil preparation to commercialization.
In 2025, the students sold 115 kilograms of lemon verbena, with the proceeds funding a new 2,000-liter water tank for the school. Two of the students were selected as Lapacho interns, and the cohort saw a surge of interest in farming as a career, up from 16% to 41%, with 64% viewing agriculture as innovative and important. Though the initial results are promising, the study also found that only 7% implemented the practices they learned on their own family farms, while two-thirds of students believe their parents want them to pursue city careers. Looking ahead, the project will feature a Family Field Day to address the parental perception gap and explain economic opportunities, further growing the project’s impact.
03
Environmental Stewardship
We create value through sourcing, manufacturing, and distributing herbal wellness products that support our customers and their wellbeing. Recognizing our dependence on the natural environment, we strive to use resources responsibly and minimize our environmental impact.
Carbon Offset Projects
04
Our Values In Action
We translate our values into action as we educate consumers, broaden access to herbal wellness, and contribute to research on herbalism and plants. We also realize them through our community partnerships, philanthropic giving, and volunteer initiatives. Our approach to governance is value-based, reflecting how we do business.
Growing Herbal Education
Herbal education is a natural extension of our purpose: to inspire active connection to plant wisdom. We aim to bring the power of plants and herbal wellness to mainstream audiences and empower consumers with knowledge of the benefits and traditional uses of herbs and the associated benefits in our products.
New Products and The Traditional Medicinals Foundation
Our Anniversary Product Offerings: Rosy Mood and Stress Ease Calm
In FY25, Traditional Medicinal’s launched two new organic herbal teas: Rosy Mood™ and Stress Ease® Calm. As demand grows for mood-support teas, TM sees a responsibility to bring the same rigor, sourcing integrity, and herbal expertise to this category that has defined the work for more than five decades. These teas reflect that commitment.
Rosy Mood was developed in partnership with Traditional Medicinals’ Co-Founder Rosemary Gladstar. She contributed her vision and ideas to the formulation. Crafted to support an uplifted mood and an open heart, this tea invites moments of lightness, warmth, and emotional ease. From that grounded sense of well-being, it naturally extends into shared experiences—celebrations, gatherings, and simple moments of connection with others.
Due to natural pigments in butterfly pea flower and hibiscus, Rosy Mood shifts color depending on the water’s pH and mineral content when brewed, resulting in a range of vibrant shades that create a sense of wonder.
Stress Ease Calm joins the Stress Ease tea line, alongside Tension Relief, Focus, and Immune. Formulated to promote a sense of calm and help build resilience to stress, Stress Ease calm features herbs with both adaptogenic and nervine qualities, including ashwagandha, shatavari, and rose.
The Traditional Medicinals Foundation
Founded in 2008, the Traditional Medicinals Foundation (TMF) invests in projects that help people live consciously connected to nature. In FY25, we continued to nurture our relationships with nonprofit partners aligned with the Foundation’s Strategic Pillars.
Supporting Medicine Makers: Funding herbal education and livelihoods through sponsorships and grants that remove barriers to access, prioritizing BIPOC (Black, Indigenous and People of Color) communities.
Conservation & Connection: Fostering a mentality of stewardship and love of the land through interaction with nature and conservation of its resources.
In celebration of our 50th anniversary, we introduced a new TMF program, Planting Wellness. It forms part of our Herbs for All initiative, which also includes the Plant Wisdom Collective, a video series that provides accessible, self-guided learning for those interested in herbal wellness.
For thousands of years, herbs have nourished, healed, and strengthened communities. Planting Wellness builds on that tradition by funding grassroots nonprofits that preserve and share herbal knowledge in underserved areas. Backed by the Traditional Medicinals Foundation, the program provided $20,000 grants to support locally tailored workshops, healing spaces, and hands-on learning.
The workshops are developed and led by our nonprofit partners. Hands-on and practical by nature, they provide participants with the knowledge to grow, harvest, and access the medicinal properties of herbs, with an emphasis on at-home wellness using widely available plants.
05
Investing in Our People
Throughout our history, Traditional Medicinals has attracted employees who share a passion for our company and our purpose. Guided by the principle of right livelihood, we value and invest in our team through benefits and wellness offerings, educational and professional development programs, and a commitment to a safe and inclusive workplace. For the eighth consecutive year, the North Bay Business Journal named us one of our region’s Best Places to Work.
Educating TM Employees on Herbal Medicine
Our Plant Wisdom Academy is offered to all employees who seek to expand their knowledge of herbal medicine, our products, and our industry. Through education and professional development, the Academy supports self-care and community care, fosters our shared culture of herbalism, strengthens connections to nature, and empowers participants for a lifetime of herbal practice and advocacy.
Our 2025 course offerings included:
• Herbalism 101: introduces the history, context, and science of herbal medicine, and how to safely work with herbs to address common, mild health conditions.
• The Herbal Products of Traditional Medicinals: surveys our products, how they work to deliver benefits, and how to differentiate among them, while also covering the fundamentals of herbal medicine and formulation.
• Navigating the Herbal Products Industry: focuses on the regulations, certifications, and quality standards and systems needed to bring our products from the field to consumers.
A Career Journey and Our Herbal Sanctuary Garden
A Traditional Medicinals Career Journey: Sofia Miguel
For more than 13 years, Legal and Regulatory Affairs Analyst, Sofia Miguel, has been a part of the Traditional Medicinals team. As she has grown professionally and personally, the company has expanded alongside her. Rather than follow a narrow path, Sofia has taken her interests, passions, and curiosity as her guide.
Sofia’s journey with Traditional Medicinals began close to home—her mother worked at the Sebastopol facility, and after high school, Sofia joined as a temporary case-packer operator. Even early on, her curiosity and initiative stood out. When a new packaging machine was introduced, she volunteered to be trained, quickly becoming both an operator and a trainer for others, discovering a passion for sharing knowledge.
Within her first year, Sofia stepped into a quality inspector role on a newly launched third shift, beginning six years of overnight work that accelerated her growth. During this time, she developed strong decision-making, leadership, and critical thinking skills, gaining confidence in raising concerns and driving continuous improvement. She advanced through roles including inspector, process improvement technician, and backup supervisor, leading cross-functional efforts that significantly reduced machine cleaning time and helped transition compliance processes toward digital systems.
Known for her collaborative approach, bilingual communication skills, and ability to coach others, Sofia moved into production and later quality supervision. In these roles, she built trust across teams and helped create environments where feedback led to meaningful improvements and stronger team performance.
Taking a leap into the unknown, Sofia transitioned into her current role as a Legal and Regulatory Analyst, moving from the production floor to headquarters. Despite the challenges of a new function and environment, she embraced the opportunity to learn and grow. With over a decade at the company, Sofia remains deeply committed to its mission, believing that a positive attitude and willingness to learn can open the door to a meaningful and evolving career.
The Botanical Sanctuary Garden
In the summer of 2025, we celebrated the revitalization of our Employee Botanical Sanctuary Garden. Located on the grounds of our tea manufacturing facility in Sebastopol, California, this educational interactive garden is open to our entire employee community.
We dedicated the garden to David Hoffmann. A passionate clinical herbalist and author of seventeen books on herbal medicine, David worked at Traditional Medicinals as a Formulator and Principal Scientist from 2004 to 2020 and has continued to play a cherished role in herbal education for both our employees and the local community. He was also a founding member and first president of the American Herbalists Guild.
In production, TM’s tea is made from dried herbs. While this provides valuable exposure to plants, we recognized that nothing could replace the sensory experience of spending time with live plants and observing their growth cycle in nature—the traditional way to connect and learn about plants. To support understanding of plants, featured garden beds are arranged by specific body systems that they support.
Conclusion
As a company, we strive to provide transparency to our consumers, both in the ingredients used in our teas and in how we communicate our progress toward our goals and ideals. In this report, we have celebrated our FY25 achievements and described areas where work is still ahead for us. We continue to challenge the notion of “business as usual” in all we do. Together with our partners, team, and communities, we continue to be guided by our purpose as we help realize a more equitable and fair future.
