A conversation about values, impact and economic responsibility
What does sustainable management mean in practice - beyond buzzwords and greenwashing? How do you run a company in a way that will also benefit future generations? And why is it worth becoming part of this vision?
On the occasion of the current Saint Charles crowdinvesting campaign, Richard König, CEO of Saint Charles Organics GmbH and father of two, spoke openly about “enkelable” entrepreneurship, real responsibility and the mission „We create Human Wellbeing“. The interview, conducted by the crowdinvesting platform ROCKETS, provides authentic insights - and invites you to rediscover Saint Charles as a brand with attitude and a future:
Richard, you have been running Saint Charles Organics GmbH for years with a clear focus on sustainability. How do you define sustainable management from a business perspective?
For me, sustainable management means taking responsibility - for what we do and for what we leave behind. It's about using resources in such a way that they will still be available tomorrow. This applies not only to raw materials, but also to the trust of employees, partners and customers. Sustainability means thinking long-term - not just until the next quarter.
It is often said: Sustainability is associated with sacrifice or additional costs. What do you say to this argument - based on your own experience?
This is an outdated image. Sustainability is not a cost factor, but an investment - in quality, credibility and future viability. Of course, organic raw materials or regional production are sometimes more expensive. But these investments pay off: higher quality, less dependency and a loyal customer base that knows what we stand for.
Where do you see specific entrepreneurial advantages at Saint Charles that you achieve through your sustainable focus?
We win people over first and foremost through authenticity and trust. We are not experts in comprehensive sustainability reports, but focus on our daily activities - and we are as transparent as possible. This creates a deep, long-term bond. This philosophy leads to strong partnerships - for example with special hotels or selected concept stores. This clarity is also noticeable in the team: our employees identify strongly with what we do because they know that our values are not only communicated, but also lived.
You have been B Corp certified since 2023 - a big step. What motivated you to do this and what concrete effects has this certification already had - both internally and externally?
The B-Corp certification was a logical step for us - it makes visible what we have stood for for a long time. In addition to traditional business indicators, it was important for us to develop a metric that represents our impact as a company - and that we can also work on. However, it was and is also an intensive learning process. We have scrutinized many things again, improved them, made them measurable and continue to do so. This is not a one-off process, but a path that we are consistently pursuing step by step. Internally, this has strengthened cooperation because everyone can see that we are on the same path: We are on the same path. Externally, the seal is a strong signal - it creates trust among conscious consumers and opens doors for cooperation on an equal footing.
The healthcare market is one of the fastest-growing and most crisis-proof markets in the world. Why is this context particularly exciting for a company like Saint Charles, which is committed to holistic health?
Health is a basic need - we notice this particularly strongly in times of crisis. But we think of health in a broader sense: not just as the absence of illness, but as a balance of body, mind and environment. Only when nature is well can people also be well. This holistic view is reflected in our products and our actions. Wellbeing and preventative health, from which individual trends such as longevity also emerge, form the natural evolution of our future understanding of health. This area will continue to gain momentum in the future and our product portfolio puts us in an excellent position to do so.
You live the mission “We create Human Wellbeing”. What does this mean in concrete terms for your daily work - and for your strategic decisions?
Our mission is not a slogan, but a compass that guides our daily actions. It influences product development, our partnerships and every investment decision. And we always ask ourselves whether it serves people's well-being? And does it promote a connection to nature? Is it socially fair? We consciously work on products and solutions that not only work, but also make sense - for people and the environment.
You once said that Saint Charles should be “enkelable”. What does that look like in practice, and why is it more than just a nice term?
Being grandchild-proof means running a company in such a way that it will still be around in a generation's time - ecologically, economically and socially. This means that we avoid plastic, use glass, work with regional partners and live a corporate culture based on respect. It's not about short-term profits, but about long-term impact. If our children can be proud of what we are doing today - then it was the right thing to do.
How do your customers react to the topic of sustainability - and how much does it influence customer loyalty?
Sustainability has become a difficult word. Everyone is sustainable. However, if you honestly ask yourself whether your own company is having a positive impact on people and the environment, it becomes more difficult. Consumption is usually not sustainable per se. We take something from nature, produce it at great expense and very often parts of it end up as waste. It is therefore often important to be “less unsustainable” until there are solutions that can be implemented in the sense of a genuine circular economy, for example. That's why we talk about sensible solutions in terms of sustainability. Until we have found a better solution. This effort and endeavor has been rewarded by our customers for years, which naturally has a strong influence on customer loyalty. In our view, customer loyalty is more about shared values than solutions.
If you were to start a new company today, what would be the first thing you would take from the Saint-Charles experience?
I have come to appreciate and love the DNA, values and corporate culture of Saint Charles. I would only hire new employees according to the principle of “hire for culture, train for skills”. The culture that we embody and the values that we live by as a whole are our greatest asset. And we are delighted that so many partners and even more customers share this with us.
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