It may seem easier to communicate our choices as a company through familiar labels, like 'recycled', or 'organic'. Such labels are easy to understand as either good or bad, cheap or expensive, sustainable or polluting. But in reality this approach does not always represent the true nature of things. Organic does not always mean eco-friendly and synthetic does not always mean bad for the environment.

Instead we have chosen to share the information that informs our choices. More of the ‘how’ and less of the ‘what’ means you can be your own judge and make your choice based on understanding the whole, not just the label.

There is a lot to say and we are still a small team. Check back here in the future for much more to come.