At KURE, we believe that responsible growth is measured not only by commercial success but also by the strength of our contribution to people, the planet and ethical leadership.
Our Environmental, Social and Governance (ESG) framework is built on this philosophy, driving every decision, partnership and innovation we bring forward. We understand that our role goes far beyond hydration. At KURE, we are driven by a deeper purpose, one that places sustainability, community and integrity at the foundation of everything we do.
These principles shape how we operate, grow and engage with the world. Our ESG framework reflects this commitment, and we will continue to review and refine it annually to ensure we remain accountable, transparent and focused on making a positive impact.
KURE’s environmental commitment is grounded in proactive design, circular thinking and reducing our footprint across all stages of production and distribution.
At KURE, we view packaging not as waste but as a responsibility. Our long-term goal is to transition all product formats across every market into fully recyclable or compostable materials, including closures, labels and secondary packaging. But our mission does not stop at recyclability.
We proudly incorporate 100 percent Prevented Ocean Plastic (POP) into our bottles, plastic collected from at-risk coastal communities before it reaches the ocean. As a Plastic Clean-Up Partner of PCX Markets, we ensure that for every bottle we produce, an equal or greater volume of plastic is recovered and responsibly processed through verified waste management systems. This enables KURE to operate as a plastic-balanced business, actively contributing to global clean-up efforts while reducing the impact of packaging on the environment.
Inside our BRCGS certified manufacturing facility, we maintain a zero waste to landfill commitment. Every element of damaged, surplus or offcut material from our bottling and packaging process is captured, sorted and routed for recycling or reuse. Nothing is discarded.
Additionally, all of our outer packaging and cartons are made using FSC certified cardboard, sourced from responsibly managed forests that provide environmental, social and economic benefits. This ensures that our materials not only end sustainably but begin that way too.
By combining material innovation, circular recovery models and third-party verified impact systems, KURE is not only minimising its footprint, we are helping reshape how the beverage industry approaches responsibility from source to shelf.
To reduce transport-related emissions, we work with logistics partners who share our goals, prioritising electric fleets, route optimisation and carbon reporting. We favour consolidated freight systems to minimise unnecessary journeys and always assess our fulfilment model for efficiency and environmental performance.
Water is central to our product and our mission. We work to ensure our production and usage align with modern conservation standards, avoiding water waste and ensuring our operations never deplete our natural source. We assess filtration, purification and bottling processes to maintain a low water-to-product ratio.
We operate a lean, smart and energy-aware business. Our current infrastructure includes the most energy-efficient high-bay industrial LED lighting, motion-based lighting systems in storage areas, sustainable office environments and remote working protocols that minimise travel-related energy use.
To further reduce our reliance on traditional energy sources, we have already integrated both solar power and on-site wind turbines into our operations. In addition, a new wind energy project is in the advanced stages of design and planning. Once commissioned, this will enable us to reduce our dependence on the national power grid by up to 85 percent by 2028.
Our commitment is to continuously monitor and improve our energy profile through renewable solutions that align with our environmental values and long-term sustainability targets.
Our social values are grounded in inclusion, empowerment and creating value well beyond the bottle. From our team culture to the communities we serve, we strive to uplift and inspire through real, measurable support.
At KURE, we believe access to health and hydration should not be a privilege. That is why we actively support community-driven programmes, charitable events and grassroots wellness initiatives for those who need it most.
We prioritise long-term, trust-based relationships with the organisations and individuals we support. Our contributions are not transactional, they are part of a broader commitment to better outcomes for people and the planet.
This social ethos also extends to our internal culture, where we invest in fair pay, flexible work, ongoing development and a workplace built on mutual respect and collective purpose.
We operate with a core belief that every person in the KURE network should feel valued, heard and supported. We promote flexible working, continuous development and above-living wage compensation. Regular internal reviews, wellbeing check-ins and open-feedback sessions ensure our people grow alongside our brand.
We support skill-building for our team through mentorship, leadership development and access to training opportunities.
At KURE, diversity is not a policy, it is the way we operate. Our team and extended partner network reflect a broad spectrum of age, gender, identity and cultural backgrounds. This diversity is not only embraced but celebrated as a key driver of our creativity, resilience and long-term success.
We have built a trusted network of licensees, collaborators and regional specialists across four continents, each bringing their own lived experience, local insight and cultural intelligence to the KURE mission. From production hubs to retail partnerships, this decentralised global structure allows us to scale with integrity while staying connected to the communities we serve.
Our approach ensures that inclusion is embedded not just in our hiring practices, but in how we grow, communicate and deliver value worldwide.
KURE holds all partnerships to a clear and uncompromising ethical standard. We do not work with any supplier, distributor or service provider who fails to meet strict criteria around human rights, fair labour and anti-exploitation.
We maintain a zero-tolerance policy on child labour, forced labour, unsafe working conditions and any form of discrimination. Every upstream and downstream partner is required to comply with our ethical framework as a condition of engagement. We reserve the right to terminate any agreement that violates these principles.
Ethical business is not an aspiration at KURE, it is a baseline.
Governance at KURE is designed to ensure the long-term sustainability and credibility of the business. We maintain transparency, independence in decision-making and a firm stance against greenwashing or inflated claims.
Our leadership is structured to balance ambition with accountability. Decisions are made through informed, objective processes that prioritise environmental and social responsibility alongside commercial outcomes. We uphold strict internal controls and compliance protocols, ensuring that every aspect of the business operates with clarity and consistency.
KURE does not chase superficial ESG metrics. We are committed to actions that are measurable, verifiable and aligned with real-world impact, not just optics. Strong governance is not simply about compliance, it is about building a brand people can believe in for the long term.
Our leadership team is diverse in perspective and driven by transparency, accountability and sustainability. We avoid conflicts of interest and have zero tolerance for preferential treatment in procurement or internal advancement.
As we grow, we are committed to publishing sustainability impact reports, recycling rates, material footprints and community investment, this will form part of our internal board reporting.
At KURE, we take a science-led approach to all product claims, ensuring that performance, benefits and usage are backed by credible data and clear substantiation. We are committed to full transparency, not just in what goes into our products, but in how they work.
Customer insight is central to how we evolve. Feedback loops, surveys and open support channels play an active role in shaping both our product development and how we communicate.
We never use ESG as a marketing tool without substance. Any environmental or social claim we make is rooted in verified practice and measurable targets.
Our ESG practices and governance protocols are reviewed annually in line with international guidance. We welcome third-party input and will adapt our framework as new standards emerge.
As KURE continues to expand across new regions, our commitment to ESG remains embedded in every decision we make. We are not a standard beverage company. We are the next generation of supplemental oxygen wellness, powered by science, engineered for performance and delivered with purpose.
What started as a bold vision between co-founders has evolved into a fast-growing global movement, driven by a dedicated team of partners, innovators, athletes and researchers. Together, we are united by a shared belief in natural wellness, smarter hydration and the power of sustainable change.
Through water, oxygen and purposeful action, KURE is building more than a product. We are creating a wellness system designed to uplift people, protect the planet and redefine what functional hydration truly means.
