OUR STORY
FROM AOTEAROA NEW ZEALAND TO THE DEVON COAST
JAMU's story begins in the far north of Aotearoa New Zealand: a coastal, rural place where land and sea shape everyday life.
It's where JAMU's co-founder Tahi is from, and where JAMU's values begin.
Tahi was raised with kaitiakitanga: the responsibility to care for the natural world for the generations who come after us. In te ao Māori, people aren't above nature; they're part of it.
"Where I'm from, you don't own the land. You look after it, so it can look after the next generation."
— Tahi
ONE WITH THE OCEAN
Tahi's full name, Tahimoana, means "one ocean" (tahi, one; moana, ocean), but its deeper meaning is "to be one with the ocean". So perhaps it's no surprise that water runs through JAMU's story.
When Tahi, a chef, met her husband Patrick, a professional sailor at the time, there was immediate common ground. Time spent on the water together shaped a shared belief in caring for the natural world, one now woven into everything JAMU makes.
THE SPARK
When children came along, they made a home in Devon, where Patrick was born and bred, so their family could grow up with the coast and countryside on their doorstep.
But they noticed something. Even surrounded by wild places, childhood was moving indoors. And it wasn't just kids. Somewhere along the way, most of us had lost touch with the outdoors.
So they set out to make something that could bring a little of the wild back into everyday life.
WHAT'S IN THE CAN
With Tahi's years as a chef behind each recipe, JAMU blends real ingredients into sodas with layered, vibrant flavour. Every one is inspired by the places that matter to us, from sun-warmed citrus groves to salt-sprayed coastal paths.
BEING A KAITIAKI
A kaitiaki is a guardian: someone who protects and nurtures. For us, that means giving back to the places that inspire us. 1% of every can sold supports the Ocean Conservation Trust in restoring British seagrass, one of our coastline's most overlooked habitats.
JAMU is our way of being a kaitiaki: caring for the wild places that care for us, and passing them on to those who come next.
