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Juniper Ridge partners with CalWild for wilderness protection

Bay Area fragrance and body care company doubles down on protecting California’s wild lands and waters

OAKLAND, CA – California Wilderness Coalition (CalWild) announced today the continuation of their yearslong partnership with longstanding Bay Area company Juniper Ridge. As part of their annual Western Wilderness Defense charitable giving cycle, Juniper Ridge joined CalWild as an Industry Leader, the highest level of the conservation organization’s Annual Business Membership program. Industry Leaders give $5,000 or more to CalWild’s efforts to protect wild places across California.

The partnership extends a multiyear partnership between the two Oakland-based groups. CalWild’s Executive Director Chris Morrill says of the partnership, “We have a deep history with Juniper Ridge, and we are incredibly grateful for their passion towards protecting California’s land and waterscapes. It’s no surprise that they should partner with us as an Industry Leader in 2020 – their ongoing support is a signal of how important conservation should be to all California businesses.”

CalWild applauds Juniper Ridge for committing to the public lands that make their business possible.

Juniper Ridge, which makes fragrances, incense, teas, and soap in their Oakland facility, is intrinsically connected to California’s public lands through their business of harvesting botanical resources from some of California’s most iconic landscapes. Their most well-known products include Desert Cedar, Coastal Pine, and Sierra Forest aromas, names nearly identical to some of CalWild’s campaigns across the state. “The overlap of our two missions is clear, and makes this partnership a no-brainer,” said Dup Crosson, CalWild’s Development Director.

Juniper Ridge gives 10% of their proceeds every year to western conservation groups like CalWild through their Western Wilderness Defense program. To date they have given over $150,000. “It has always been our goal at Juniper Ridge to give back and protect the wild places we love in a substantial way,” says COO Leah Fritts. “We are grateful for the opportunity to support the important work of so many incredibly valuable organizations like CalWild.

Juniper Ridge was founded in 1998 in late founder Hall Newbegin’s basement in Berkeley, California. They have since become a leader in wilderness perfume. All Juniper Ridge products are 100% naturally derived and produced using old perfume-making techniques including distillation, tincturing, infusion, and enfleurage. Juniper Ridge’s entire production process is handled in-house, from beginning to end. Their formulas vary from year to year and harvest to harvest, based on rainfall, temperature, exact harvesting location, and season. Each exact formula depends on what they find in the wind, a conversation with the living, wild ecology. Juniper Ridge is built on the simple idea that nothing smells better than the forest.

Both groups encourage other California businesses to join CalWild as an Annual Business Member. Memberships start at $250 and come with a variety of visibility benefits. Learn more at