At a Glance

Iaşi, Romania

Impact Areas:
Sustainable Income, Environment

People Supported:
Small Producers & Artisans

Joined NESsT Portfolio:


In an era of globalization, local traditional products in Romania risk becoming obsolete as they are replaced by mass-produced, pre-packaged imports. This shift in consumer culture threatens environmental sustainability and does little to promote fair and ethical trade between consumers and local producers. Mai Bine Association’s social enterprise CUIB sells fair-trade and eco-friendly products from local producers who have limited access to markets. The store also organizes community events to raise awareness on sustainability issues.

Meet the CUIB team. Click on the image above to watch a video about what makes CUIB a great place to work and how the team is educating its community about sustainable consumption.

Results & Impact 


products sold


small producers receiving sustainable income


jobs created for people most in need of work

The collaboration with NESsT helped our organization to reach maturity. We gained a first partner who evaluates and monitors our evolution but without pressure. We see NESsT more as a (big) sister organization who accompanies us in our activities.
— Anca Gheorghica, Co-Founder, Mai Bine

NESsT Investment

Mai Bine joined the NESsT portfolio in 2013. Since then, NESsT has invested financial capital, as well as tailored business development support in the company.

NESsT provided financial capital to cover key operating and start-up costs, including facility rental and renovation expenses, equipment and furniture, inventory, vehicle for distribution, and marketing and public relations expenses.

Additionally, the NESsT portfolio team in Romania has supported Mai Bine with business planning, the identification of potential suppliers among social enterprises, and the development and implementation of a communications strategy. As the company continues to grow, NESsT is also providing support for HR planning, coaching and leadership consolidation, and measuring and monitoring impact. More recently, NESsT has been consulting with Mai Bine on potential growth strategies and has leveraged additional support to help it achieve its business goals.