Responsibility

The journey to create a successful company can be as arduous as scaling a Tibetan mountainside, but well worth the view from the top. Bruce McMullin founded SIBU in 2004 after a series of events led him to Calcutta, India where he crossed paths with an Ayurvedic specialist in Chinese plants and herbs. In passing, this expert mentioned a powerful holy fruit, the Sea Buckthorn berry.

From there, McMullin’s quest took him to new heights, figuratively and literally, as he journeyed to some of the most remote locations of the Himalayas to find the superior source of Sea Buckthorn that is the foundation for all SIBU products.

In addition to being a successful entrepreneur, Bruce has a thirteen-year history of philanthropic efforts worldwide serving as executive chairman of Choice Humanitarian.

In our endeavor to “rescue problematic skin”, we also strive to protect and respect the earthʼs fragile resources.  Weʼve implemented processes to use precious natural resources responsibly and with minimal impact on our beloved planet. Sea berries are a naturally sustainable resource growing wild at the source in the Himalayan Highlands.

Our trade practices promote equal and sustainable relationships between our company and the villagers who harvest and process our berries. This includes fair wages, processes that are environmentally sustainable, and healthy, safe working conditions.

Against a backdrop of pristine Himalayan mountain peaks, villagers cut a trail through the thick morning fog past ancient monasteries, journeying to the wild groves of sea buckthorn. Just as sea berries are revered for their life-giving health properties, they are also venerated as a life sustaining financial resource. Often, entire families work in some capacity in the chain of harvesting and processing. The brief harvest season can provide enough income so that villagers can sustain themselves during the harsh winter months in the Himalayas when resources are scarce. There is an air of celebration to the harvest and processing season. To date, these dedicated, hard-working villagers have received consistent salary increases each year. From the harvest to the shelf, we strive to run a responsible business with reverence for both people and the planet.

You make a living by what you get, but you make a life by what you give.

SIBU founder Bruce McMullin established the Tashi Foundation, a non-profit philanthropic organization designed to provide financial and resource support for the impoverished people of Tibet, where SIBU sea buckthorn berries are exclusively harvested.

Bruce has been involved with Choice Humanitarian since 1996. Bruce and his wife Jean have taken their children on expeditions to Kenya on two different occasions. They have also been on two or three additional expeditions with the “Yehu Bank” where micro credit loans are made to women in Kenya.

Bruce has been a member of the “executive committee” of Choice Humanitarian(1999-2000) and has been on numerous other committees in the Choice organization. Additionally, Bruce served as the country director for Kenya from 2000 to 2003.