Marketing Challenges

Death is never easy for people to navigate, emotionally or logistically. One particularly sensitive topic: How to handle the body. When Candis Best lost her sister, she initially considered traditional cremation, but struggled with the idea of setting a loved one's remains on fire. Through research, she learned about water cremation (alkaline hydrolysis), an eco-conscious alternative that uses warm water, alkaline compounds, heat and gentle circulation to replicate the natural decomposition process. Best found comfort in that option -- and two years ago launched Leaf & Water, a business based in Brooklyn, New York, with a facility in Bennington, Vermont, to bring the choice to other grieving families throughout the Northeast. Editor’s Note: Leaf & Water has been named to The Story Exchange’s 2026 list of 15 Brilliant Business Ideas. Here's our lightly edited Q&A, with Best. How is your business different from others in your industry? We are ahead of a trend that started in the West. Ironically, the Northeast has the highest rate of cremation in the entire country, but has the least access to the more environmentally-conscious alternative that water cremation provides. There are four or five providers between Maine and Maryland that are equipped to offer this service -- but Leaf & Water is the only dedicated facility, as the others are funeral homes that have a single, low-volume unit. That makes us the only company in the region in the position to scale this offering to serve an a 11-state service area. Tell us about your biggest success so far. We closed on our SBA Loan in August 2024, but after construction and regulatory delays, we did not receive our operating license until August 2025. That meant a year of making loan payments with no income to offset them. Being able to open, forge relationships with funeral homes, and slowly build name recognition despite all of that is, collectively, a big win. What is your top challenge and how have you addressed it? Getting the word out. There are still so many people who don't know that water cremation is option, or are misinformed about how it works. I can't say it's fully addressed, but we're starting to build relationships in the death care space (by connecting with end of life doulas, hospice workers and more) -- efforts which have accelerated recently after completing our first case with an individual who elected medical aid in dying. What is your biggest tip for other startup entrepreneurs? It will take longer and cost more than you think to get the business off the ground, so don't skimp on preparation. Also, overestimate your start-up financing needs -- by double. How do you find inspiration on your darkest days? Meditation and prayer. What is your go-to song to get motivated on tough days? "All Things Are Working" by Fred Hammond. Who is your most important role model? My mother and my sister. I lean heavily on the lessons they imparted upon me when they were here. Share your story! Check out our Advice + Tips for entrepreneurs starting-upWatch our latest videosSubscribe to our podcast

Marketing Challenges

A Gentler, Greener Alternative to Traditional Funeral Options

The Story Exchange

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