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Walking Alongside Martu: A journey with one of the world’s oldest living cultures

Pura’s inaugural impact collection honors both sacred traditions and sustainable futures.

James Roh
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In a world driven by speed, efficiency, and immediate results, it’s easy to forget that lasting change is built on trust. Real impact doesn’t come from rushing toward an end goal or measuring success through lofty metrics. It comes from falling in love with the problem, building a community around it, and sharing a vision for lasting transformation.

Pura, the smart home fragrance company that marries premium fragrance with innovative technology, recently launched its inaugural impact collection with K Farmer Dutjahn Foundation (KFDF) and Dutjahn Sandalwood Oils (DSO). The Pura x Dutjahn partnership began with a clear purpose: to source a sacred ingredient directly from its origin while honoring the land and the people who’ve cared for it. Our goal wasn’t simply to find sandalwood — it was to find a community and an ingredient that embody exceptional land stewardship, ethical harvesting, and transformative, community-led impact. After careful research and over three years of development, we saw an opportunity to secure a premium, luxurious ingredient while supporting a regenerative supply chain that invests in Indigenous-led education, economic opportunity, and land stewardship.

James Roh

Over the past several years, we’ve walked alongside Martu, an Indigenous tribe from the vast Western Australian desert. Martu are one of the oldest living cultures in the world, with a history spanning 60,000 years. As nomadic hunter-gatherers, they have unparalleled ecological knowledge, passed down through generations, making them the traditional custodians of the land. Their approach to sandalwood harvesting isn’t driven by market demand but by a deep respect for seasonal rhythms, land health, and cultural law. Their work adapts to the environment—whether it’s “sorry time,” when mourning pauses activities, or the harsh desert conditions that make travel and communication difficult. Martu operate on Martu time, a deliberate rhythm shaped by millennia of experience, far removed from the rapid-swipe, hyper-productive pace of Western systems.

Martu’s ecological knowledge isn’t documented in baseline reports. It’s lived, carried in stories, and practiced with rigor and respect for the changing needs of the ecosystems. True partnership means unlearning the typical approach. It means standing beside—not in front—and recognizing that the wisdom and leadership we need already exist within these communities. Our role isn’t to define the work, but to support it, protect it, and learn from it.

James Roh

Tonight, as I spoke with Chairman Clinton Farmer and the KFDF team about our focus for this piece, I learned that Clinton’s truck had broken down (again), leaving him to “limp” back to town from the desert at low speeds for hours and hours. He had been awake since 3:00 a.m. This is a common and costly setback, one that disrupts the harvest, demands days of driving, and brings real financial and emotional strain. These barriers are relentless and persistent, part of the harsh reality Clinton and his community face daily. It's easy for outsiders, detached from the reality on the ground, to impose rules, regulations, and demands from afar. Rather than continuing to impose, we need to truly partner with communities — equipping them with the resources to operate sustainably, avoid burnout, and protect the very land they love and care for. All while they endeavor to share these incredible, sacred ingredients with the world and build an economic engine for their people.

There is much to learn, but we are here to listen, adapt, and stay the course. The future we need will not be built in quarterly cycles. It will be built in trust, over time, together.

To learn more about the partnership and fragrances, visit Pura x Dutjahn.

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Science

A juice company dumped orange peels in a national park. Here's what it looks like now.

12,000 tons of food waste and 21 years later, this forest looks totally different.

In 1997, ecologists Daniel Janzen and Winnie Hallwachs approached an orange juice company in Costa Rica with an off-the-wall idea. In exchange for donating a portion of unspoiled, forested land to the Área de Conservación Guanacaste — a nature preserve in the country's northwest — the park would allow the company to dump its discarded orange peels and pulp, free of charge, in a heavily grazed, largely deforested area nearby.

One year later, one thousand trucks poured into the national park, offloading over 12,000 metric tons of sticky, mealy, orange compost onto the worn-out plot. The site was left untouched and largely unexamined for over a decade. A sign was placed to ensure future researchers could locate and study it.


16 years later, Janzen dispatched graduate student Timothy Treuer to look for the site where the food waste was dumped.

Treuer initially set out to locate the large placard that marked the plot — and failed.

The first deposit of orange peels in 1996.

Photo by Dan Janzen.

"It's a huge sign, bright yellow lettering. We should have been able to see it," Treuer says. After wandering around for half an hour with no luck, he consulted Janzen, who gave him more detailed instructions on how to find the plot.

When he returned a week later and confirmed he was in the right place, Treuer was floored. Compared to the adjacent barren former pastureland, the site of the food waste deposit was "like night and day."

The site of the orange peel deposit (L) and adjacent pastureland (R).

Photo by Leland Werden.

"It was just hard to believe that the only difference between the two areas was a bunch of orange peels. They look like completely different ecosystems," he explains.

The area was so thick with vegetation he still could not find the sign.

Treuer and a team of researchers from Princeton University studied the site over the course of the following three years.

The results, published in the journal "Restoration Ecology," highlight just how completely the discarded fruit parts assisted the area's turnaround.

The ecologists measured various qualities of the site against an area of former pastureland immediately across the access road used to dump the orange peels two decades prior. Compared to the adjacent plot, which was dominated by a single species of tree, the site of the orange peel deposit featured two dozen species of vegetation, most thriving.

Lab technician Erik Schilling explores the newly overgrown orange peel plot.

Photo by Tim Treuer.

In addition to greater biodiversity, richer soil, and a better-developed canopy, researchers discovered a tayra (a dog-sized weasel) and a giant fig tree three feet in diameter, on the plot.

"You could have had 20 people climbing in that tree at once and it would have supported the weight no problem," says Jon Choi, co-author of the paper, who conducted much of the soil analysis. "That thing was massive."

Recent evidence suggests that secondary tropical forests — those that grow after the original inhabitants are torn down — are essential to helping slow climate change.

In a 2016 study published in Nature, researchers found that such forests absorb and store atmospheric carbon at roughly 11 times the rate of old-growth forests.

Treuer believes better management of discarded produce — like orange peels — could be key to helping these forests regrow.

In many parts of the world, rates of deforestation are increasing dramatically, sapping local soil of much-needed nutrients and, with them, the ability of ecosystems to restore themselves.

Meanwhile, much of the world is awash in nutrient-rich food waste. In the United States, up to half of all produce in the United States is discarded. Most currently ends up in landfills.

The site after a deposit of orange peels in 1998.

Photo by Dan Janzen.

"We don't want companies to go out there will-nilly just dumping their waste all over the place, but if it's scientifically driven and restorationists are involved in addition to companies, this is something I think has really high potential," Treuer says.

The next step, he believes, is to examine whether other ecosystems — dry forests, cloud forests, tropical savannas — react the same way to similar deposits.

Two years after his initial survey, Treuer returned to once again try to locate the sign marking the site.

Since his first scouting mission in 2013, Treuer had visited the plot more than 15 times. Choi had visited more than 50. Neither had spotted the original sign.

In 2015, when Treuer, with the help of the paper's senior author, David Wilcove, and Princeton Professor Rob Pringle, finally found it under a thicket of vines, the scope of the area's transformation became truly clear.

The sign after clearing away the vines.

Photo by Tim Treuer.

"It's a big honking sign," Choi emphasizes.

19 years of waiting with crossed fingers had buried it, thanks to two scientists, a flash of inspiration, and the rind of an unassuming fruit.


This article originally appeared eight years ago.

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Conservation

Levi's CEO settles the debate on just how often you should wash your jeans

There are a lot of diverse opinions on the topic.

via Levi Strauss and Ricardo Gomez Angel/Unsplash

How often should you wash your jeans?

Social media has become a fertile breeding ground for conversations about hygiene. Whether it’s celebrities bragging about how little their family bathes or battles over how often people should wash their sheets or bras.

One of the debates that gets the most diverse responses is how often people wash their denim jeans.

Denim atelier Benjamin Talley Smith tells Today that jeans should be washed "as little as possible, if at all.” Laundry expert Patric Richardson adds they should be cleaned “after nine or 10 wearings, like to me, that is the ideal." At that point, they probably have stains and are "a little sweaty by that point, so you need to wash 'em," Richardson says.

Still, some people wash and dry them after every wear while others will hand wash and never hang dry. With all these significant differences of opinion, there must be a correct answer somewhere, right?

The CEO of Levi Strauss, Charles Bergh, has stepped up to set the record straight on when and how to wash your jeans. He caused a stir in 2014 when he said he only washes his jeans once a year, but it was for environmental reasons more than hygiene.

He later clarified his thoughts in a blog post, “The Dirty Jean Manifesto” he posted to LinkedIn.

“I made this provocative statement because I believe strongly in what our brands stand for: quality, durability and lasting products made sustainably. I also said it because I believe we don’t need to wash jeans as often as most people think we do,” Bergh wrote.

"We learned that an average pair of jeans consumes roughly 3,500 liters of water — and that is after only two years of use, washing the jeans once a week," Bergh wrote. "Nearly half of the total water consumption, or 1,600 liters, is the consumer throwing the jeans in the washing machine. That’s equivalent to 6,700 glasses of drinking water!"

To add to the problem, denim jeans are often manufactured in places where water is scarce, such as India, Pakistan, Mexico, China and parts of California.

Bergh recently spoke with CNBC’s Christine Tan and clarified his thoughts on jean cleanliness.

“True denim heads, people that really love their denim, will tell you to never put your denim into a washing machine. So that’s what I do,” Bergh explained. “If I drop some curry on my jeans, I’m gonna clean it. But I’ll spot-clean it. And if they get really gross you know, if I’ve been out sweating or something and they get really gross, I’ll wash them in the shower.”

However, when Bergh washes his jeans in the shower, he does it while wearing them and washing them with soap. The image that the scene conjures is of a cowboy bathing in a cartoon, clothes on and all.

There are a lot of different opinions on how often one should wash and dry their jeans and many of them boil down to personal preference. But the debate on the topic has brought up one very big point we should all consider: when choosing how often we wash our jeans, a big part of the decision should be considering the amount of water we use.


This article originally appeared 1 year ago.

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Conservation

Danish city put out vending machines for people to return their coffee cups and get paid

Only one year later, and the results speak for themselves.

Reusable/Instagram

Would you use this?

Over 1 billion people worldwide drink coffee every day. That's about 12.6% of the world's population. And of course, there are a bajillion different ways people conjure up their cup of joe, but many opt for swinging by their local café. Problem is, those single-use cups, as we know, create a ton of waste.

Many heavy hitter coffee companies like Starbucks and McDonald’s have made attempts to tackle this issue by incentivizing customers to use reusable cups in exchange for a discount, but one city has a different approach…and it seems to be making a big impact.

One year ago, Aarhus, Denmark’s second-largest city, launched a three-year, first-of-its-kind trial project, where customers can return their reusable coffee cups to automated deposit machines placed throughout town and in return they'll receive a €70-cent rebate back to their debit card.

Once those to-go cups are returned, they’re transported to the TOMRA cleaning/recycling facility, and, barring any damage, will be sent back to participating cafés. According to Euro News, 45 different businesses signed up for the innovative program.

"All of us, we want to have some kind of impact on the amount of trash that's lying around and especially us coffee shops,” said Joe Hougaard, a manager for one of the participating shops.

This scheme is similar to methods introduced by other European countries like Romania, Denmark, and Belgium, which involve deposit systems for returning plastic or glass bottles and cans in exchange for a small refund. However, those machines are only located within supermarkets. The Aarhus system, however, is open air, meaning the machines are located on main shopping streets with a lot of through traffic.

As reported by Daniela De Lorenzo, the project wasn’t an overnight success. Over the initial few weeks after the launch, the return rate was only around 25 per cent, and unfortunately a return rate of 82 per cent would be needed in order for the reusable cups to actually be a better alternative.


However, things turned around in September 2024, when the city held a week-long festival and the reusable cups were exclusively offered. “Many more citizens were exposed to them and around 100,000 cups were returned, an amount which would have filled 1,200 trash bins,” she wrote.

This became a catalyst for change, one that Simon Smedegaard Rossau, project manager for circular packaging at Aarhus Municipality, signaled a noticeable “shift in behavior.”

“We see people going with bags full of cups, which means they recycle in bulk, like for cans and bottles. Now we can see the return rate is 88 per cent, which means a cup is reused 44 times.”

We are only in year one of a three year trial period, but if things continue like this, there are plans to extend the program to plates, pizza boxes and more throughout the city. All of which could be promising for other cities looking for more sustainable systems.

As Tove Andersen, TOMRA CEO, said in a press release, "Aarhus shows the way to one more sustainable future, and we hope that many more cities will be inspired to do the same.”

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