OUR MISSION

WE’RE JAMU.

WE EXIST TO BRING US BACK.

Remember when being outdoors was the norm, and curfews existed to bring the curious explorer back indoors. Call us nostalgic but those were the days!

At JAMU our mission is to restore the wild, and help people to rediscover the simple joys of the outdoors, once again.

Every decision we make, from sourcing sustainable natural ingredients, and creating vibrant flavours, to our partnership with the Ocean Conservation Trust, supports our mission to protect and restore our environment, and help people to reconnect with the natural world.  

Our delicious sparkling sodas are packed with botanicals, gut-friendly prebiotics, and a pledge that every can rewilds people and planet. 

EVERY CAN HELPS PROTECT & RESTORE NATIVE SEAGRASS

As part of our pledge to rewild our natural spaces, 1% of every can sale goes towards protecting and nurturing native seagrass meadows in the UK.

Being a British brand based in the south west, we're proud to partner with the Ocean Conservation Trust - a key charity based in Plymouth, near our home.

Together, we're able to use a portion of profits to help replant vital seagrass and oceanfloor habitats, one of the most overlooked ecosystems that help us maintain ocean health.

WHY SEAGRASS?

Seagrass is the plant that keeps on giving.  It is the only flowering plant capable of thriving in seawater and plays a crucial role in combating climate change. It captures carbon at a rate up to 35 times faster than tropical rainforests and is responsible for 10-18% of the total carbon stored in the oceans, even though it occupies less than 0.1% of the seafloor. In addition to its carbon sequestration abilities, seagrass also offers protection to coastlines from severe storms and erosion by reducing wave impact and effectively filtering pollutants from the water.

In the UK, seagrass meadows also serve as essential habitats for diverse marine life. They provide crucial nursery grounds for significant fish species like cod and plaice, as well as iconic creatures such as octopuses, dogfish, and seals. A healthy area of 10,000 m² of seagrass can sustain 80,000 fish and more than a million invertebrates.

However, over the past century, the UK has seen a dramatic loss of up to 92% of its seagrass meadows. On a global scale, we are losing seagrass at an alarming rate, with an area equivalent to two football pitches disappearing every hour. The decline is driven by various factors, including pollution, coastal development, and damage from anchors.

PLANTING SEEDS OF HOPE

Over the next 10 years projects like the Blue Meadows programme in Devon aims to protect 10% of all UK seagrass meadows and restore a further 50 hectares of seagrass.  It is an ambitious plan with a holistic approach to seagrass protection, regeneration and restoration at scale.

If you’d like to find out more about seagrass, or Ocean protection and restoration work going on, please visit Ocean Conservation Trust.

The essence of the Blue Meadows approach is one of co-operation to solve a critical problem and to grasp a wonderful opportunity.

JAMU IS MORE THAN A SODA, IT’S AN INVITATION TO BRING THE WILD BACK INTO OUR LIVES.