This is a narrative journey from farm to shelf. It highlights how REBBL drinks are produced through a sourcing model that supports fair trade and anti-trafficking efforts globally.

Behind every bottle of REBBL drinks lies a bold commitment to people, planet, and enterprise. Most protein and health shakes tell you what’s inside the bottle. REBBL’s story begins long before the cap is twisted off. It starts in some of the world’s most vulnerable communities, with a promise made by a nonprofit to do business differently.

That nonprofit is Not For Sale. And REBBL isn’t just one of our partners – it’s a company we helped build from the ground up.

The Montara Circle: How REBBL drinks became a movement

REBBL was founded in 2012 as the result of a social innovation incubator led by Not For Sale. Its name? The Montara Circle. This initiative brought together social entrepreneurs, scientists, technologists, creatives, and business leaders for a singular purpose. They set out to design an enterprise that could generate long-term impact in regions vulnerable to human trafficking.

The idea wasn’t just to raise funds for charity – it was to build a business from scratch that would directly interrupt the root causes of exploitation. At the time, Not For Sale was working in the Peruvian Amazon and had seen first-hand how a lack of economic opportunity left communities exposed to traffickers. That insight, combined with the global demand for ethically sourced, health-focused products, sparked the creation of REBBL.

This gathering of bold thinkers in Montara, California, asked the question: What if we could create a product that actively prevents exploitation? REBBL was born, a beverage company with a purpose as strong as its adaptogens.

Today, REBBL creates organic super herb elixirs and protein drinks, sold in Target stores across the U.S. But its roots remain deeply intertwined with Not For Sale’s mission.

More than just clean protein shake ingredients

REBBL’s supply chain is its secret superpower. The company’s name stands for Roots, Extracts, Berries, Botanicals, and Love. However, what makes it revolutionary isn’t just what’s inside the bottle, it’s how those ingredients are sourced.

REBBL partners directly with smallholder farms and cooperatives in regions vulnerable to exploitation – from the Peruvian Amazon to Southeast Asia and West Africa. By creating long-term, ethical trade relationships and investing in regenerative agriculture, REBBL helps communities thrive, reducing the conditions that human traffickers prey on. In other words: economic empowerment becomes a form of prevention.

This model doesn’t just respect farmers; it respects ecosystems too. REBBL commits to organic, non-GMO ingredients and sustainable farming methods that nourish the soil and protect biodiversity. That kind of stewardship – of both people and planet – is what makes the company a true outlier in the beverage world.

REBBL drinks: Quenching the thirst for enterprise for impact

Every bottle of REBBL also contributes to Not For Sale’s mission. Since the company’s founding, REBBL has donated more than $2 million to Not For Sale, funding community-based projects around the world. These funds support survivors of trafficking and prevent exploitation through education, housing, and job creation – all pillars of long-term systemic change.

But REBBL’s greatest contribution isn’t just financial. It’s proof. Proof that you can run a successful, fast-growing business while keeping ethics at the heart of your model. That good governance, transparent supply chains, and regenerative practices don’t just align with impact – they drive it.

As co-founders, David and Mark didn’t just support REBBL from the sidelines. They’ve been embedded in its DNA, serving on its board and guiding its values from idea to global shelf. It’s a deeper level of involvement than most nonprofits take – but then again, Not For Sale doesn’t just support enterprises. We seed them, grow them, and partner with them at the highest level to reimagine what business can do.

A better future, one bottle at a time

To pick up a bottle of REBBL is to hold a piece of the future we believe in: one where ethical enterprise is the norm, not the exception. Where every transaction is a chance to vote for dignity over exploitation, and commerce is a force for freedom.

So next time you see that distinctive bottle on a shelf, know that it’s more than a drink. It’s a lifeline. A challenge to the status quo. A beautifully blended rebellion against modern slavery.

• Support Not For Sale and support fair trade around the world.