Dave Batstone, Founder of Not For Sale and Co-Founder of REBBL, brought together global thought-leaders at Montara Circle to create an innovative, sustainable business solution to the human trafficking problem in Peru. In attendance were investors, an agronomist, and a baseball player, amongst others. What emerged was the concept of crafting a beverage from native ingredients grown in regions in need of economic empowerment, in turn, creating dignified, sustainable livelihoods for these communities and reducing the risk of trafficking and exploitation.

With the beverage theory in mind, Not For Sale set out to find someone with true passion, grit, and innovation to formulate what would become a functional and equally indulgent-tasting product. In came Palo Hawken with a wealth of experience in the natural products industry, and just the magic that would marry his love of herbalism and botanical-inspired beverages, ultimately infusing the marketplace with something never done before.

REBBL enters into the world, bringing ancient wisdom into the modern landscape through herbal Tonics, debuting at natural food stores across Northern California. Importantly, embedded into the DNA of REBBL was a commitment to impact. 2.5% of the net sales of every bottle sold would be donated back to Not For Sale to support the co-creation of a future without human trafficking while uplifting the lives of survivors.

REBBL welcomes the Elixir line, delivering similar efficacious super herbs, but this time, in creamy coconut-milk, making for an indulgent and deeply nourishing experience at every occasion -- whether that be a midday pick-me-up, or a go-to breakfast staple.

Sheryl O'Loughlin joins REBBL as CEO/Chief Love Officer, coming with an extensive background in growing organic, purpose-driven companies like Clif Bar and Plum Organics, and teaching entrepreneurial students at Stanford University.

In come the Proteins! REBBL's portfolio expands beyond its core Elixir line, introducing plant-based protein beverages with super herbs for endurance and recovery. Meanwhile, the Elixirs begin to expand nationally, reaching more consumers with the power of plants, and ultimately, making for greater impact. REBBL continues to impact source and donate 2.5% of net sales back to Not For Sale to support survivors of trafficking, uplift communities, and prevent their vulnerability to future trafficking.

REBBL makes the tough decision to say goodbye to the beloved Tonic line, deciding to focus on the core Elixir and Protein lines, making way for even more creamy, indulgent, coconut-milk based innovations to come.

REBBL's innovation continues with the launch of three new line extensions -- a couple of Elixirs and a Protein, all debuting at Expo West and rolling out nationally in retailers shortly thereafter.

After just launching its first ever fruit-forward line extensions nationally, REBBL continues to be one of the fastest growing functional beverages in the market. With national distribution in place, and distribution expanding rapidly into conventional grocery stores, their impact has spread far and wide. To date, REBBL has donated more than $754,000 to Not For Sale.