Pravera was founded by Graeme Hume in 2000, and was created as a natural evolution from his organic food business. Graeme believes that what goes on your skin is just as important as what goes in your body and thinks that skin complaints are just as likely to be caused by the chemical residues left on clothes after washing or the products used on the skin.
Pravera has been trading from converted farm buildings for the past 18 years. The fact that they are based from this type of building has enabled them to increase space over 10-fold in that time. They now cover 4 buildings and two separate offices, which does occasionally create logistical problems but the location in quiet, peaceful and idyllic south Scotland makes it bearable!
Graeme's background is logistics and organic food. He started Juniper Fine & Organic Foods, offering chilled and frozen delivery to retailers throughout UK and Ireland. In 1999, he visited lavera’s stand at Bio Fach and was, quite literally, in the right place at the right time. Lavera were seeking to extend distribution internationally, Graeme discussed the opportunity with them and an agreement was struck.
It became apparent there was a need for dedicated distribution for the sector, which was underdeveloped. Graeme's instinct was that this would help grow the sector, as retailers really needed to develop this area of sales, with better margins and low wastage.
Wholesalers can take on a brand and, in promoting it, can better present all facets from efficacy, to integrity, provenance, range and commitment to support with POS and training.
Over the past 20 years brands have come and gone for different reasons but one principle Graeme has stuck with is certification – ALL brands must carry a natural and organic certification. They currently offer 14 brands namely Ayluna, Ben & Anna, benecos, Eco Cosmetics, Fair Squared, Fair Zone, Flaya, Forsters, lavera, ORGANii, Organ(y)c, Sodasan, SOiL, Yaweco.