VITHIT Drinks

Our work is to establish and conserve permanent native woodland in Ireland, encouraging land regeneration and biodiversity. What inspired you to work with Hometree?
Hometree’s mission reflects our commitment to Ireland’s natural heritage and our responsibility as a wholly Irish-owned company. Supporting Irish causes and reinvesting in our country is very important to us at VITHIT. Hometree’s work to establish and conserve permanent native woodlands is a perfect example of the type of initiative that we believe in. Biodiversity is the lifeblood of a healthy ecosystem, crucial for the environment and our survival as a society. By partnering with Hometree, we can actively contribute to the regeneration of Ireland’s landscapes, fostering a sustainable future where nature thrives, and future generations can enjoy the beauty and benefits of our natural woodlands. 

You will not see some of the trees you are planting reach maturity, what has inspired such a long term vision?
We think about long term goals, not short-term wins. VITHIT started 25 years ago with a goal to create a healthier alternative for thirsty consumers. We are determined to ensure that the company will be here in another 25 years, with the same goal, even though most of us associated with the company today will have moved on. This project will help restore Ireland’s natural woodlands, protect biodiversity, and build a sustainable future for generations. Knowing that the trees are planted is more important to us than seeing them in their final glory.  

"The true meaning of life is to plant trees; under whose shade you do not expect to sit." - Nelson Henderson. 

Have there been any key moments you can share about how you or your organisation decided to support a more abundant and healthier world?
Helping to create a healthier world and healthier habits is at the heart of what we do. It is the whole reason why VITHIT was created in the first place but is an ongoing process. We were introduced to the teachings of R. Edward Freeman and his Stakeholder Theory seven years ago which has been the framework for our approach to how the business grows ever since. We work with our partners to ensure that we reduce our impact on the environment, when possible.

Would you like to share any key lessons life has taught you?
The parents of our founder, Gary Lavin, hail from Co. Leitrim and Co. Kerry. All of his school holidays were spent in one county or the other, instilling in him a deep appreciation of all that rural Ireland has to offer. Yes, progress and growth are necessary, but not at any cost. We are fortunate enough to be in a position where decisions made at the very top of the organisation are not driven purely by profit. We embrace new technologies, such as hybrid vehicles, and new ideas, such as the Deposit Refund Scheme, even though they are not cost-neutral. We hope to drive the conversation on healthier lifestyles, which includes a greener, more bio-diverse world.