LOOV began in 2008 when school buddies Ahto Vegmann and Kristjan Õunamägi wanted to turn over a new leaf in their personal lives and put their time and effort only in things that would bring them and many others nothing but love, health, prosperity, freedom and joy. These values are what the company stands on to this day.
The first product – organic non-alcoholic wild berry mulled wine – was made in a tiny kitchen, but the spicy berry-flavoured beverage turned out to be a real hit at the Tallinn Christmas Market opening day held on the town hall square, and the company was well on its way to success. Soon they expanded to export markets and their Nordic health elixir received a warm welcome abroad.
These days, we sell our pure and high-quality products, full of the power of Nordic nature under the brand name LOOV – 100% pure organic wild berry juices, freeze-dried organic wild berry powders, organic raw forest honey from pristine forests, organic berry crispies etc. Our main products are made from wild forest berries like bilberries, lingonberries and cranberries known for their very high antioxidant qualities. In our home Estonia, we offer a wider range of organic food products under the name Loodusvägi (the power of nature).
LOOV is an abbreviation of Loodusvägi and the name of the company symbolizes the primal forces abstracted from nature that we bring to our consumers.
LOOV’s mission is to provide people with healthy organic products using conscious product development, responsible production and marketing. We want to play a part in the development of healthy people, a clean planet, and organic farming.
LOOV’s vision is to act as a bridge between people and clean food brimming with the healing power of nature, and make organic products accessible.
The mass deaths of bees all over the world made raising people’s awareness about the consumption of organic produce and the chain reaction caused by their shopping habits a part of our corporate strategy.
We are inspiring people to prefer healthy and environmentally friendly choices and are explaining the direct cause-and-effect nature of the field of organic farming, and letting people know why it is important – our planet is strongly interwoven and an organic shopping basket and clean living are actually issues of global survival.
We value simple and natural food – our products are made with few ingredients and we avoid enzymes or additives in production. We are also focused on the greatest possible benefit of our ingredients – achieving the most optimal match of raw ingredients to make sure that the human body can get the maximum amount of useful nutrients from the products. For this end, we are creating the recipes for our products in cooperation with nutrition advisers.
The business model of LOOV is based on ethical and sustainable aspects in every field. The principles of corporate social responsibility are a part of our everyday routine. We make all our business decisions based on social and environmental considerations.
Sustainable business means more to us than mapping current influences; it is a conscious contribution to the development of organic farming and the creation of new jobs that help build up communities around production centres.
When choosing our cooperation partners we always look for common values and focus greatly on aspects of sustainability. Before we start cooperating with potential partners, we learn thoroughly about their production processes. Long-term cooperation relationships are very important to us, and our cooperation agreements are based on the principle of fair pay.
We have been recognised at several award contests in Estonia. For four last years in a row LOOV received the gold-level quality label of the Estonian corporate sustainability index. In 2014, LOOV won the Regional Company of the Year award at the Estonian Entrepreneurship Awards. In 2016, LOOV became one of the finalists of the European Business Awards.