Creating high-quality wines while addressing inequality and sustainability
Based in the Netherlands, Made With Maude started spontaneously on a beautiful evening in Lisbon during a discussion about equality, diversity, and inclusion and the challenge of inequality that many women face. It marked the beginning of a new journey, one where strong women pursue their dreams to inspire others.
Founder Maud Kleuskens explains: “I’ve worked as a strategy consultant and Lead of People at scale-ups and corporate companies. Currently, I’m in the wine industry with my company, Maude with Maude working under the tagline ‘Mission in a Bottle’. We focus on creating high-quality, sustainable wines while addressing inequality and environmental sustainability.”
She adds: “We work with underrepresented winemakers (only 15 percent of all winemakers are female and less than 5 percent are people of colour) to produce wines that benefit both people and the planet.”
They work with passionate, inspiring winemakers who give the wines an extra little oomph with optimal finesse, endless patience, and a great eye for detail. They call this the ‘women’s touch’. Made With Maude produces vegan-friendly wines made with sustainable grapes and love. They contain no artificial ingredients or synthetic pesticides.
Becoming B-Corp certified and committed to sustainability
Made With Maude is a B-Corp Certified social enterprise with a strong commitment to sustainability and equality. Their wines are sustainably and organically produced, and they emphasise equal opportunities and fair treatment within the industry. Their mission addresses inequality and environmental sustainability in the wine industry.
Maud says: “We celebrate life with wines that benefit both people and the planet. We stand for the fair and ethical treatment of people, equal opportunities, equal pay and equal treatment. We work towards a regenerative future by the use of sustainable vineyard practices and leveraging a sustainable supply chain and eco-conscious packaging.”
“Only a small portion of global wine production is sustainable, with many still using harmful substances. For us, wine is about celebrating life in the healthiest way possible. That’s why we only produce wines that are sustainably or organically made and vegan, working closely with our winemakers to ensure these standards are upheld. Celebrating with a glass of wine tastes even better when it’s good for you and the planet.”
Tackling child hunger and malnutrition in war zones
Made With Maude also goes one step further in that with every bottle sold, a meal is donated. Maud shares: “We believe everyone deserves equal opportunities and access to nutritious food. Global conflicts, natural disasters, and economic challenges have left millions hungry. The pandemic worsened this crisis, particularly affecting children who suffer from severe malnutrition.”
The brand is committed to alleviating their suffering with pure, plant-based meals made from sustainable ingredients. Through their partner, Food for Life, they ensure these meals get to people in need. Maud says: “Last year, as a start-up, we were able to provide 1,000 children in war zones with sustainable, vegan meals. Our objective is to increase this number significantly because while a healthy meal is ‘normal’ for many of us, it is not for everyone. Every child deserves healthy food to grow and have a bright future.”
Challenges with building a sustainable wine business
The most challenging part of building a sustainable enterprise for Made With Maude has been ensuring their wine production is 100 percent sustainable. Maud explains: “We made strict agreements with producers to avoid heavy chemicals and pesticides and faced high costs for sustainable materials. We committed to sustainable farming, shortened our supply chain to reduce carbon emissions, and ensured fair wages throughout our production process.”
Touching on why sustainability became important to Made With Maude, Maud shares that it became critical when she realised the environmental and health impact of traditional wine production. She says: “It is a challenge because of higher costs and the need for continuous innovation. However, our commitment to our values and strategic partnerships helps us overcome these hurdles. We believe in celebrating life in a way that minimises harm to our health and the planet.”
She continues: “As a certified B-Corp, Maude With Maude transcends traditional business practices by prioritising environmental and social responsibility. By actively adhering to the SDGs and ESG goals, we hope to continue our journey.”
Key drivers and the importance of sustainability education
Made With Maude’s key drivers for implementing sustainability strategies into its business was the desire to make a positive impact, promote equality, and support environmental responsibility. Meeting passionate female winemakers facing significant challenges also inspired them to advocate for change. Some of the female winemakers making up this social enterprise include Patricia Santos, Claudio Gomes, and Christine Cabri (coming soon).
Some key success indicators they pay attention to after implementing sustainability measures include positive customer feedback, the quantity of sustainably produced bottles of wine, and the number of partnerships they have formed with diverse wine producers. Moreover, providing 1,000 sustainable vegan meals to children in war-torn areas through their partnership with Food for Life is an important key success indicator in terms of their social impact.
When asked about the importance of sustainability education, Maud says: “Sustainability knowledge is vital. We continuously educate ourselves on sustainable practices, establish partnerships with like-minded organisations, and stay updated with industry trends. Education is critical for raising awareness about sustainable practices and encouraging informed decision-making among consumers and producers.”
Next sustainability goals and guidance for other businesses
Made With Maude’s next sustainability goals include expanding its range of organic wines, enhancing its eco-friendly packaging, and supporting more underrepresented groups in the wine industry. Maud adds that sustainability is such a priority for them as it aligns with their mission to celebrate life while ensuring a better future for the planet and its people.
Maud offers some guidance for businesses to overcome their sustainability challenges: “Start small but think big. Implement changes step-by-step, focus on transparency, and build strong partnerships with those who share your sustainability and social values. Stay committed to your core values and seek innovative solutions. Collaborate with others who share your vision and remember that small, consistent steps can make a significant impact.”
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