Simply Hibi is a blooming success in Uganda

TWO farmers from Cumbria are sowing the seeds of change in Uganda while cultivating a thriving enterprise.

Father and son Charles and William Irving have launched a pioneering project in the African country and have recently recruited their 2,000th Ugandan small-holder farmer.

The farmers harvest hibiscus flowers which are used to make the UK’s first flower-based juice drink, Simply Hibi.

Charles and William, founders of Ibis Organics and makers of antioxidant juice Simply Hibi, have been accredited for changing the lives of the growers off the shores of Africa’s Lake Victoria.

For the past 25 years the pair has combined their agricultural interests with work and travel throughout the Caribbean and Africa. It was their farming knowledge and interest in crops that brought to their attention the unique Sabdariffa hibiscus and its varied uses.

A hybrid of the flower was eventually selected to become the main ingredient of Simply Hibi which is ethically farmed and produced in Uganda.

William Irving said:  “Simply Hibi is a unique product, but the most important element is how it is farmed and created. By working with the Ugandan farmers directly, cutting out the need for a middle man, we know that Ibis Organics is helping to support their livelihoods, providing them with a stable source of income.

“We are fully committed to our growers – which is essential in securing their trust. This is a long term investment for everyone involved – the farmers, the local development agencies and ourselves.  By developing local training programmes to support them in growing the hibiscus crop for the drink, we are providing a life-changing project for many of the families, communities and future generations.”

Simply Hibi is composed of 85 per cent of hibiscus infused water and 15 per cent grape juice concentrate. The 100% natural drink has no added sugar, is completely free from artificial colourings and preservatives and has an intense rich flavour of berries. 

It has 17 times more natural anti-oxidants that are found in plants than in cranberry and other juice drinks, and is sold in Waitrose, Sainsbury’s and Holland and Barrett.
William added: “Developing Simply Hibi has been a life-changing venture. We now spend around eight months of the year in Uganda.  I am enormously proud and excited to be part of it.”