Gram for gram, moringa is one of nature’s most nutrient dense plants, and it is also fast growing and drought tolerant making it a healthy choice for people and the planet, according to startup Ringa, which uses it as the basis for its unapologetically tart and adaptogenic holistic hydration beverages.
“Ringa is inspired by a plant called Moringa oleifera,” which is an antioxidant powerhouse with 20 times the antioxidants as blueberries, 25 times the iron of spinach, seven times the vitamin C as oranges and four times the calcium as milk – plus it is an adaptogen and nootropic, Founder Stephanie McGregor explained at the Winter Fancy Food Show in Las Vegas late last month.
She added, “it does have naturally occurring electrolytes, so there is some potassium in our products, and it is a complete protein, meaning it has all nine of your essential amino acids.”
In addition to moringa, Ringa’s hydration beverages include apple cider vinegar – which McGregor acknowledged “can have its own acquired taste,” which the company is leaning into by skipping added sugar or sugar substitutes, she said.
Cheers to the future of functional beverages
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The beverages do, however, have a touch of sweetness from fruit and vegetable juices. The company’s cucumber + mint blends organic moringa tea and organic apple cider vinegar with apple juice concentrate and cucumber juice, while the elderberry + lavender lemonade has organic apple juice concentrate, organic elderberry juice and organic lemon juice. The lemon + ginger has a hint of sweetness from organic apple juice, organic lemon juice and organic ginger juice.
The lightly effervescent beverages also have prebiotic fiber.
Consciously crafted for people and the planet
Beyond the health benefits for people, McGregor said Ringa celebrates Moringa’s planetary benefits.
“Why we love moringa is, not only does it have personal benefits, but it has planetary benefits as well,” she said, explaining, “It is fast-growing, drought-tolerant, 100% viable, a good supporter of regenerative agriculture. And so as our world continues to face climate change catastrophes that impact our ability to nourish as growing population, plants like moringa are going to be crucial to continuing to feed and nourish our population.”
Between the health benefits for people and the planet, McGregor said Ringa “definitely hits on a lot of the message points that consumers are looking for.”
Breaking out in beverage
While Ringa checks many of the boxes consumers want, McGregor has realistic expectations for growing the brand in a highly competitive set as a self-funded and bootstrapped business.
“CPG is a very expensive industry. Beverage is a very competitive and expensive category,” she acknowledged. “So, we already know we are playing a little bit of a long game and we are fine proving ourselves out.”
This means going deep in natural, organic and independent grocers where McGregor said she believes Ringa will do well before branching out to more stores and other channels.
It also means bootstrapping the business while the brand builds its tribe rather than teaming with venture capitalists who might have unrealistic hockey stick growth expectations.
Successfully self-funding is “about being realistic with how much capital and resources you have and not overextending yourself,” by saying yes to every opportunity or a retailer that is financially out of reach, she said. “Nobody wins in that scenario.”
Despite the challenging current economic environment and the competitive landscape, McGregor is optimistic for the future and eager to introduce new flavors and expand distribution within the Northwest of the US.
