The Ruohonjuuri Spirit

Ruohonjuuri is already there, where the world is going

The story of Ruohonjuuri (grassroots in English) began in a small wooden building in 1982. This cottage was a meeting place of a group of environmentally aware young people. Back then, sustainability was very much a minority issue. The popularity of Ruohonjuuri gradually grew alongside environmental awareness.

As time has gone by, Ruohonjuuri employees still hold the same values: sustainability, responsibility, a people-centric approach, positivity, and innovation. These core values are present in every working day at Ruohonjuuri, and they form the cornerstones for all our actions. As Ruohonjuuri grows, we still focus on being agile and building a community of like-minded people, associations, and companies.

Read on and learn more about Ruohonjuuri corporate culture, mission and vision, values, responsibility, equality, our history, information for investors, and information about our operations.

Blog posts about Ruohonjuuri Company & Culture View all

Making the world a better place one product at a time

Making the world a better place one product at a time

The dream of a world where all products are produced with respect for man and nature is still a long way ahead. However, we are moving in the right direction, in small steps. Responsible choices are perhaps more interesting to people now than ever before; the pandemic era has led many of us to reflect deeply on our ultimate values.
Responsible e-commerce from packaging to deliveries

Responsible e-commerce from packaging to deliveries

Sustainability is a strong base, from where Ruohonjuuri Oy jumps; our task is to do business, that the world can be very proud of. Ecological and ethical values stand out strongly in our product range and product choices: to be presented and sold the product must be of high quality and ethically sustainable
Ruohonjuuri Paid It Forward During 2020

Ruohonjuuri Paid It Forward During 2020

Ruohonjuuri paid it forward again during 2020. We donated € 36 507.11 to world-enhancing destinations with our Ruohonjuuri Awards and Grants and we supported more than 200 charitable organizations or projects with product donations. A big thank you to all our customers - together, our choices have a positive impact! 

The world is changing and together we can change it

Ruohonjuuri takes a stand for a better world - both in words and deeds. To be a brave pioneer means both moral valor and the courage to innovate and evolve constantly. 

Love for customers and sustainable products

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Responsibility

Responsibility

Values

Values

We as a company

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For investors

For investors

Growth is development

We live, experience, and perform small and big miracles for a better world through joy and a positive attitude. The mission of Ruohonjuuri Oy is Joy and Vitality. It describes our attitude, the way we act, and the purpose of our existence.

By bravely working for the better world, we increase the joy and vitality in the lives of both our customers and other fellow travelers. We have a strong, common goal with our customers and partners: to make the world a better place - one eco-shopping cart at a time.