Introducing…the Potentia “Perfumery is Agriculture” Initiative
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Before it becomes perfume, it has to be grown. In this sense, without agriculture, modern perfumery could not exist. Coming from an understanding that without sustainable agriculture practices many of the raw materials used pervasively in the perfume industry could be threatened, this initiative seeks to support and promote best practices in agriculture methods, land use, and entrepreneurship.

photo: vanilla photo of farmers hands in soil

Heading up this initiative will be Randy Russell, an agriculture consultant and lobbyist for 30 years in Washington, DC. A former chief of staff of USDA, Randy has extensive experience in all aspects of the agriculture sector. Randy also serves as Chairman of the World Food Program USA.

"He who knows what sweets and virtues are in the ground, the waters, the plants, the heavens, and how to come at these enchantments, is the rich and royal man."

— Ralph Waldo Emerson

"One cannot violate the promptings of one’s nature without having that nature recoil upon itself." — Jack London, White Fang