Manhattan Startup Connects Buyers and Farmers in Online Global Market
“This new model makes feasible business sense, but we also felt very strongly about establishing a fair platform that invests in the future of farmers."
Anatta—a new global online marketplace for essential oils and floral waters—has a unique business model: one that prioritizes purity, sustainability and social responsibility while allowing customers to meet and communicate directly with the farmers who grow the plants used in the products.
The Manhattan-based company started operations in early 2019, with a business model designed to eliminate overhead costs incurred in standard supply chain models, connecting customers with farms to provide high-quality products at affordable prices. Founders Joshua Thomerson, Victoria Dantcheva and Oscar Bueno, three experienced executives in the essential oil industry, created a business plan that blends practical, innovative solutions and gives equal priority to ecological sustainability.
“This new model makes feasible business sense, but we also felt very strongly about establishing a fair platform that invests in the future of farmers,’’ Thomerson says. “Sources are drastically shrinking, and we wanted to share our firsthand experience at these various corners of the world, where growing products is a way of life that needs to be nurtured.”
Anatta pays farmers over 50 percent more than its competitors, he says. It also returns part of the proceeds from every purchase to partnership farmers to support their livelihoods. The company’s products are grown in Australia, Bosnia, Bulgaria, China, Somaliland, Rwanda and Tasmania.
Among Anatta’s initial products are a variety of essential oils, such as Lavender, Frankincense, Helichrysum, Peppermint, Blue Chamomile, Fennel and Lemon Ironbark, as well as Rose and Lavender waters.