About us

Our Vision

To provide our customers with a choice of the best quality ethically produced and traded products.

Our Mission:

Our Service

At our core, we are committed to helping you, the ethical consumer “Buy What You Believe”. You can choose from the widest range of the finest quality fair trade, organic, and eco friendly products via our website.

We strive to provide you with a simple and secure online shopping experience, with personal service always there when you need it (we actually pick up the phone and respond to emails), together with a fast and flexible delivery service. We’re always looking for ways to minimize the impact our service has on the environment –

We realise it can be confusing deciding which ethical products to buy and what information to believe, so we do our best to share product background information to help you make informed ethical purchasing decisions. We’re committed to providing you with comprehensive and accurate information about the ethical credentials of the products and brands we sell.


Our Products

We sell products from leading ethical brands as well as supporting products from independent traders and producers, including products sourced from fair trade suppliers in over 40 countries.

We look for one of the following credentials in all the product lines we carry;

  • Fair trade, fairly traded or Fair trade labelled
  • Organic certified
  • Energy efficient or sustainable energy powered
  • Vegan or Vegetarian
  • No animal testing
  • Contain recycled materials
  • FSC certified or other sustainable forestry
  • Free from harsh chemicals

We also evaluate a brand/manufacturer’s overall ethical credentials in deciding whether we should sell a particular product. When a product has received an ethical claim that has been certified or verified by an independent 3rd party organisation, we will share that information with you. For example, we sell ethical products with claims certified by the Fairtrade Labelling Organisation, Soil Association, and Energy Saving Trust. We appreciate that your fundamental question is ‘how ethical?’ is a given product – we do our best to help you find the correct answers1.

Ultimately the choice is yours, the ethical consumer, of what to support in your ethical purchasing – our aim is to empower you to make the choices that are right for you and your family. Please let us know if there is a product or brand you feel we should support (or stop supporting).


Our People

We’re passionate about what we’re trying to achieve in serving the ethical consumer, but we don’t take ourselves too seriously. We have fun doing our work and we encourage our staff to maintain a healthy work-life balance. We support a culture that respects each individual in our team, encouraging him or her to apply his or her own values, strengths and creativity to what we do.

We also have many trusted partners (many pioneers themselves in ethical trade) that we collaborate with to serve the ethical consumer. At our core, we strive to be good listeners and are constantly looking for opportunities to learn and share what we learn with you.

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