Cruelty-Free Chronicles: Maria Cebrian Of Terraseed On Top Brands Redefining Ethical Animal Practices in Their Industries
An Interview With Wanda Malhotra
Advocacy and Lobbying: Engage with policymakers and industry regulators to advocate for stricter ethical standards and regulations within the supplement industry. Lobbying for positive changes at a higher level can lead to systemic improvements.
The movement towards cruelty-free and ethical practices concerning animals is gaining substantial momentum. From cosmetics to fashion and beyond, brands are recognizing the significance of adopting animal-friendly approaches not just as a marketing ploy, but as an integral part of their corporate ethos. This evolution speaks to a broader societal shift, one that places emphasis on kindness, sustainability, and responsible consumerism. As a part of this series, I had the distinct pleasure of interviewing Maria Cebrian.
Maria Cebrian is a third-time entrepreneur and a Forbes 1000 honoree. She has 14 years of experience in the digital and wellness industries, and her second company was acquired by Gaia, the world’s biggest conscious media platform. Now, she is set out to build companies that support the health of the people and the planet. Her current company, Terraseed, has created the most ethical and sustainable supplements on earth and was the first vegan company to be selected by the prestigious accelerator Techstars.
Thank you so much for joining us! Before we dive in, our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’?
I am originally from Spain and I am a third-time entrepreneur and a passionate vegan. I have always loved nature and animals, and I knew the best way I could support the planet and the environment was to go vegan. I started my journey by going vegetarian and then when I tried to go fully vegan, I started feeling a bit tired and foggy. I am a long-distance mountain runner and I was worried I was not getting all the nutrients I needed.
So, I started taking 6 different supplements packaged in all this plastic, and found out the pills and ingredients were not even vegan and were sourced from who knows where. Then, I learned that every year, the US supplement industry contributes to the killing of billions of animals and creates billions of plastic pill bottles, damaging the most important ecosystems on our planet. It was appalling! It was then that I set out to simplify and complete vegans’ nutritional needs with sustainable and ethical supplements that radically reduce the carbon footprint and have minimal impact on the planet.
Can you share with us the most interesting story from your career? Can you tell us what lessons or ‘takeaways’ you learned from that?
My career’s been a wild ride — from doing international cooperation with street kids in Bolivia, to being a social worker in an Edinburgh psychiatric hospital, then diving into lobby campaigns with a nonprofit, and finally venturing into startup life. Through it all, I have learned some key lessons. The biggest one? Your work needs to fully align with who you are as a human. Take building a company, for instance — it is like your brainchild becomes an extension of yourself, and being aware of that is a game-changer.
Another nugget? Success in anything boils down to two heavy hitters: the ability to soak up knowledge and having a good dose of emotional intelligence. That is the secret sauce for me.
You are a successful leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
Alright, let’s break it down:
First up is Resilience. I get it, it sounds cliché for an entrepreneur, but trust me, it is the holy grail to success. I am resilient by nature. I am a long-distance mountain runner so I know exactly how it works when it comes to overcoming the low points in a race. It is similar when you are building a business. You must tap into your inner strength and stay positive and focused on the important things. It is also essential to know that every situation, no matter how hard, will eventually pass. Life is a roller coaster. You ride the ups and downs, but always feel like you are in the calm center of the storm.
Next on the list is Honesty. It is a massive game changer, not just in life but when you are in the business-building hustle. Being real with yourself and others gives you the crystal-clear mindset needed to make the right decisions every time. Recognizing your strengths and owning up to your weaknesses, that is so important! I had to be honest with myself recently and admit I was not doing a great job at leading a project at my company. I passed the baton to my partner, and now we are thriving with the right person taking the lead.
Lastly, it is all about Optimism (and maybe a dash of naivety). I am all about thinking anything is possible. Sure, it is a bit risky — like not spotting potential risks or hiccups. But as an entrepreneur with big dreams, you have got to be positive. Fear’s a creativity killer, and being too optimistic might have its pitfalls, but it is what pushes me to set those bold goals. They are usually way beyond my league, but optimism makes me take the leap, and often, I achieve them. Why? Because the thought that they are impossible never even crossed my mind — ha!
Are you working on any exciting new projects now? How do you think that might help people?
Absolutely, we are constantly immersed in thrilling projects at Terraseed. Our journey involves significant strides towards becoming the most ethical and sustainable supplement brand globally! Currently, we are in the process of crafting a groundbreaking product — a complete multivitamin designed specifically for women. What sets it apart is its commitment to not harm a single animal in its creation, and will be the most sustainable product in this category. This innovative product is tailored for eco-conscious women embracing a vegan, plant-based, or vegetarian lifestyle.
Ok, thank you for all that. Now let’s shift to the main focus of our interview. To begin, can you tell our readers a bit about why you are an authority on the topic of ethical animal practices? What inspired the decision to make your brand cruelty-free, and how does it align with your broader brand mission?
We are the first company in the US to reveal the real impact of the supplement industry on animals and the environment. We have conducted research showing some astonishing impacts of the continued use of animal-derived ingredients in supplements. We analyzed data from over 79,000 supplement products included in the US National Institutes of Health Dietary Supplement Label Database (DSLD) and concluded that:
- Over 24 billion fish and 18 million cows, sheep and pigs are consumed each year to make supplement ingredients for the US market alone. (The breakdown: approximately 14.4 million pigs, 3.6 million cows, and 244.1 thousand sheep.)
- 44% of all on-market supplement products contain at least one of the two most common animal ingredients (magnesium stearate and gelatin).
- At least 50% of all supplement products contain at least one animal-derived ingredient.
- Magnesium stearate, gelatin, and Vitamin D are three of the most common ingredients that contribute to the regular killing of millions of cows, sheep, and pigs every year.
- Fish make up most animals killed to produce supplements, taking up to 100 fish to make just 1 bottle of Omega-3s.
And not only that, our study also shows that:
- 2.3 billion plastic supplement bottles are sold each year in the US alone and many are also packaged in “secondary packaging” such as boxes, sachets, and plastic wrap.
- 76% of supplement packaging is made of plastic.
- While many companies have turned to glass packaging as a more sustainable alternative, glass generates more greenhouse gas emissions compared to plastic when shipped and takes over 1 million years to decompose.
- Most of the plastic waste (almost 70%) ends up in landfills, while around 17% is combusted, and 3% ends up in the ocean every year.
- According to the EPA, less than 9% of all plastic waste in the US is recycled.
- Over 50% of the recycled plastic waste is shipped overseas, with the vast majority going to lower-income countries with ineffective waste management systems.
- Around 3% of plastic waste ends up in the ocean every year, and this waste NEVER actually decomposes.
- Marine and land animals mistakenly consume microplastics that can block digestive tracts, pierce organs, or cause starvation from lack of nutrients.
Our continuous efforts to reveal the impact of the supplement industry on animals and educate consumers and the whole industry have positioned us as thought leaders in the ethical animal practices space within the supplement industry. This aligns 100% with our mission to stop animal suffering in this industry, which is at the core of everything we do at Terraseed.
How would you describe the current state of ethical animal practices in your industry, and what sets your brand apart?
The supplement industry, overall, lacks a decisive response to this issue. While discussions on sustainable practices within the industry are increasing, specific attention to ethical treatment of animals remains conspicuously absent. Although a few brands offer vegan dietary products, their emphasis on creating an industry-wide impact and fostering awareness about this issue is minimal. Terraseed stands out as the pioneering brand that not only wholeheartedly embraces this mission but also demonstrates a genuine commitment to making a substantial impact.
Can you explain the process of obtaining cruelty-free certifications? Are there specific standards or benchmarks you adhere to?
We currently possess the Animal Free Certification, and we are actively pursuing the Vegan certification, a process that, as you may be aware, demands considerable time and effort, particularly for a smaller organization like Terraseed. Additionally, our commitment extends to using biodegradable materials for packaging, incorporating FSC paper in our products. Moreover, we proudly contribute 1% of our proceeds to the planet through the 1% for the Planet initiative.
What are the challenges faced when ensuring every step of your supply chain adheres to cruelty-free practices?
The primary hurdle lies in thoroughly vetting our providers and contract manufacturers to ensure strict adherence to cutlery-free practices. We invested a significant amount of time in the extensive search for suitable partners to craft our products, and we consistently seek collaborators who share our commitment to sustainability and animal well-being. As an illustration, we source ingredients from companies that substitute commonly used animal ingredients for plant-based ones in supplements.
In the absence of animal testing, what innovative methods does your brand employ to ensure product safety and efficacy?
Our formulations exclusively incorporate animal-free ingredients that undergo thorough research, ensuring their potency, efficiency, and bioavailability. Fortunately, the nature of this industry grants us access to comprehensive research on all the ingredients employed in crafting our formulas.
Beyond being cruelty-free, how does your brand incorporate other ethical considerations, such as sustainability or fair trade, into its operations?
As a brand, our primary emphasis revolves around sustainability in its broadest context. Every decision we make is guided by sustainability principles. For example, this is evident in our choice of plastic-free and biodegradable packaging for our products. Moreover, our team operates remotely, reducing the need for extensive travel to a centralized office. While we actively work to minimize our environmental impact, we also take responsibility for our carbon footprint by donating 1% of our funds to organizations involved in impactful environmental projects.
Based on your research or experience, can you please share your “5 Ways That Brands Can Redefine Ethical Animal Practices in Their Industries”?
- Research and Innovation:
- Invest in research and development to explore and promote alternative ingredients and production methods that are cruelty-free. This could involve finding plant-based alternatives or promoting sustainable sourcing practices.
2. Education, Transparency and Certification:
- Continue educating both consumers and industry stakeholders about the ethical concerns in your industry. Clearly communicate your ethical practices and commitments to consumers. Consider obtaining certifications or endorsements from reputable organizations that verify your adherence to ethical standards.
3. Collaboration With Other Brands and Organizations:
Partner with non-profit organizations and animal welfare groups to amplify your efforts. Collaborative initiatives can have a broader reach and make a more significant impact in raising awareness and driving change.
4. Advocacy and Lobbying:
Engage with policymakers and industry regulators to advocate for stricter ethical standards and regulations within the supplement industry. Lobbying for positive changes at a higher level can lead to systemic improvements.
5. Participation in Industry Events:
- Attend and actively participate in industry conferences, seminars, and events to share your insights and network with like-minded individuals and organizations. This can help you stay updated on industry trends and collaborate with others who share similar values.
How do you envision the future of cruelty-free practices in your industry? Are there any trends or shifts you anticipate?
We firmly believe that the industry is transitioning towards more ethical practices. The growing consumer concern for the environment and animal welfare, coupled with conscientious choices in eating and purchasing decisions, is a driving force. All that is needed is a concerted effort to accelerate and bring about these changes more swiftly!
For brands looking to transition to cruelty-free practices, what advice would you offer? Are there any resources or tools you’d recommend?
Initiating regular audits of your supply chain is a key step to ensure that all partners and suppliers consistently uphold ethical practices. Verify that your product can be manufactured without causing harm to any animals during its production. With an increasing array of animal-free alternatives available, transitioning to animal-free products is becoming more accessible. Additionally, fostering transparency in your supply chain not only cultivates trust among consumers but also showcases your dedication to cruelty-free practices.
You are a person of enormous influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
I would not initiate a new movement because such a movement already exists — it’s known as veganism! I think that educating people about veganism practices and looking at it as a spectrum vs such as an all-or-nothing, can bring more people in. I believe that if we all do 20% of the effort, the result will have more impact than if just fewer of us do a 100% of it…
What is the best way for our readers to continue to follow your work online?
They can visit our website www.terraseed.com, follow us on Instagram @terraseed_ and follow me on LinkedIn: https://www.linkedin.com/in/maria-cebrian-fernandez/
This was very inspiring. Thank you so much for the time you spent on this. We wish you only continued success.
About the Interviewer: Wanda Malhotra is a wellness entrepreneur, lifestyle journalist, and the CEO of Crunchy Mama Box, a mission-driven platform promoting conscious living. CMB empowers individuals with educational resources and vetted products to help them make informed choices. Passionate about social causes like environmental preservation and animal welfare, Wanda writes about clean beauty, wellness, nutrition, social impact and sustainability, simplifying wellness with curated resources. Join Wanda and the Crunchy Mama Box community in embracing a healthier, more sustainable lifestyle at CrunchyMamaBox.com.
Cruelty-Free Chronicles: Maria Cebrian Of Terraseed On Top Brands Redefining Ethical Animal… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.