Anatta Reshapes Business Model for Natural, Organic Products

May 15, 2019

New York Company’s Platform Prioritizes Sustainability, Social Responsibility

NEW YORK, N.Y. – Anatta, Inc., a global online marketplace for natural, organic and raw products from farmers worldwide, is reshaping traditional business with an innovative approach that prioritizes purity, sustainability and social responsibility. It allows customers to meet and communicate directly with the very farmers that grow the plants used in the products, while paying those farmers over 50 percent higher than competitors.

Founders Joshua Thomerson, Victoria Dantcheva and Oscar Bueno organized the business to work with people and farms across the world. The business model eliminates added overhead costs incurred in standard supply chain models and connects customers directly with farmers to provide the highest quality products at affordable prices.

Anatta’s initial product rollout includes a variety of essential oils and waters. The company plans to quickly add raw goods such as teas and spices to its product line. The full list of products is available on its website:

Following years of experience in the essential oil industry, company executives realized the inherent disadvantages of common business practices. Anatta fuses practical and innovative solutions and gives equal priority to ecological sustainability.

Anatta also has created a template for adherence to social responsibility by focusing on ground-level programs designed to assist farmers in the strategic management of resources. The business model will assist in delivering social and medical services to help build strong communities and enhance the overall quality of life.

“This new model makes feasible business sense, but we also felt very strongly about establishing a fair platform that invests in the future of these farmers,’’ Joshua Thomerson said. “Sources are drastically shrinking and we wanted to share our firsthand experience at these various corners of the world, where growing natural products is a way of life that needs to be nurtured.”

Anatta’s products are grown on farms in Australia, Bosnia, Bulgaria, China, Somaliland, Rwanda and Tasmania. More farms are being explored as potential partners, including some in the United States. One of Anatta’s main goals is to help farmers with their farming techniques to ensure crops are grown under ecologically sustainable, environmentally responsible and conflict-free conditions.

“Anatta is a business driven by the desire to make positive change around the world,” Dantcheva said. “Our hope is to create a direct connection between consumers and the people who produce the goods in order to foster a better understanding of these men and women, and their communities, so the world can successfully grow together in more ways than one.”

Anatta contributes an amount from every purchase to partnership farmers to support their livelihoods and the means to maintain their lands with human dignity and a respect for the environment.

Thomerson, the co-founder and Chief Executive Officer, worked as the sourcing manager for one of the biggest multi-level marketing essential oil companies in the United States, sourcing over 100 oils from around the world and meeting with numerous hardworking women and men who earn their living by producing essential oils. These eye-opening experiences inspired the creation of a business model that is fair to everyone.

Dantcheva, Anatta’s Chief Operating Officer, developed roots in the essential oil industry through her family’s work in her native Bulgaria. After relocating to the United States to earn degrees in business and marketing, she headed sales for Triglav-Edelvais, one of the major producers of Bulgarian essential oils. Dantcheva and Thomerson as COO, launched the company’s U.S. wholesale distribution arm in 2017.

Bueno, co-founder and Chief Technology Officer of Anatta, has built his career spearheading high value technology initiatives for world-leading media companies including Conde Nast’s marketing arm, Scholastic, and Toca Boca. He brings his expertise of cutting edge data and platform technologies, as well as his experience in running successful startups to build out Anatta’s strategy and platform.

“Technology has made the world smaller and data abundant. We’re at a time when you can talk to anyone around the world with a touch of a button,’’ Bueno said. “With carrier, shipping, and distribution information largely digitized, there’s no reason we can’t be transparent and connect you to the people who are producing the products that you love.”

Anatta’s initial products include a variety of essential oils such as Lavender, Frankincense, Helichrysum, Peppermint, Geranium, Blue Chamomile, Fennel and Lemon Ironbark as well as Rose and Lavender waters. Spices and teas are expected to become available later this year.

For more information, visit the Anatta Market website at: