In celebration of International Women’s Day on March 8, we asked Blume to highlight their commitment to empowering women and promoting organic integrity. This day is an opportunity to recognize the incredible contributions of women in the organic sector and their innovative practices.

During these challenging times, we encourage everyone to support Canadian owned women-led businesses, organic farmers, and local communities. Please join us in celebrating the achievements of women in the organic industry and enjoy this special feature by Blume.

Building a Kinder Wellness World Through Organic Superfood Rituals & Women in Leadership

By Karen Danudjaja, CEO & Founder of Blume

At Blume, our mission is to create a kinder wellness world. We’ve built our brand as a platform for doing good—for ourselves, our planet, and our community—while filling cups (both literally and figuratively) with superfood rituals that never feel like a compromise. We’re a team of learners, builders, and connectors who believe that wellness should be accessible, uncomplicated, and rooted in whole, organic ingredients.  

Blume’s story began in 2017, when I set out on a mission to transform the café latte experience into something more meaningful. I wanted to create a space that felt kinder and more inclusive, and one that honored my Southeast Asian heritage while promoting health and balance. What emerged was a line of superfood lattes designed to nourish from within, using whole, organic ingredients that offer functional benefits without unnecessary additives. For us, organic isn’t just a label, it’s a promise to prioritize the health of our customers and the planet. 

Being a woman-led business has fueled our determination to break barriers. In 2022, with a 90% female team and a 90% female customer base, we raised $2.5 million in funding in just five weeks—an achievement made even more meaningful by the fact that 40% of those investors were women. Fewer than 2% of women-owned or led businesses surpass the $10 million mark, and that reality only deepens our commitment to pushing the boundaries of what’s possible for women in business. Every milestone we reach is a reminder of the importance of representation and the need for more women-led voices in the organic sector. 

Our commitment to sustainability goes hand in hand with our focus on organic ingredients. Through partnerships with the organization Green Worms through CleanHub, we’re proud to be Plastic Neutral, meaning that for every piece of plastic we produce, we remove an equivalent amount from the ocean. Our partnership with Cleanhub goes beyond environmental responsibility, by creating economic opportunities for women in India, a region deeply connected to our ingredient sourcing. These partnerships provide secure, long-term employment for women, ensuring that our impact extends beyond our products and into the communities that help bring them to life. 

At Blume, our leadership is reflected beyond business success; we see leadership as showing up for our customers, our community, and each other. Our mission-driven approach is reflected in every decision we make, from the organic ingredients we source to the internal strategies we implement as a team. Acts of kindness are woven into the fabric of our brand, whether it’s through virtual community wellness events, pay-it-forward initiatives, or setting aside a surprise-and-delight budget to celebrate our customers’ wins with merch, lattes, and gift cards. Small gestures like these help foster the sense of connection and care that’s often missing in the industry. 

Being a female entrepreneur in the organic space means constantly navigating uncharted territory, but it also means having the opportunity to lead with empathy, innovation, and purpose. As we continue to grow, our focus remains on redefining what success looks like—not just in terms of revenue, but in terms of impact. We’re proud to be part of a global movement that uplifts women, champions organic practices, and inspires the next generation of leaders to build businesses rooted in kindness and sustainability. 

About Karen Danudjaja:

Karen Danudjaja is the CEO and Founder of Blume, a Vancouver-based wellness brand launched in 2017. Blume offers organic Superfood Lattes and SuperBelly, a gut-building hydration drink mix, all crafted with organic ingredients. Today, Karen leads a 20-person team that is 90% women, redefining the wellness space with a focus on inclusivity, sustainability, and innovation.