It may seem easier to communicate our choices as a company through familiar labels, such as 'recycled' or 'organic'. Such terms are easy enough to understand and categorize 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 choices based on the whole journey, not just the label at the end.

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