Independence is freedom

Authenticity isn’t a label

It's never been easier to look authentic. Wander down the supermarket aisle and you’ll find countless brands proudly declaring their ‘natural’, ‘independent’ and ‘sustainable’ credentials. Which is brilliant... except it makes one thing surprisingly difficult: knowing who to trust.

Authenticity is a buzzword that’s tagged on to everything from washing-up liquid to wellness. It’s bandied around so often it’s almost meaningless. AI can churn out convincing brand blurbs in seconds. Sustainability claims are everywhere. Greenwashing is rife. Stick a green leaf on the label, sprinkle in the word ‘natural’ and Bob’s your environmentally friendly uncle. Right?

Sadly not. Many brands that project a local or independent image through their packaging and advertising are anything but. In reality, they're owned by faceless multinational conglomerates. It's no wonder customers are feeling a little sceptical.

The kitchen sink spirit

So how do we know who to trust?

We think the answer lies in what we'd call the kitchen sink spirit. Sometimes that's literal – a founder mixing up a first formula in the kitchen, or tinkering away in a garage, garden shed or spare bedroom. Long before there are investors, boardrooms and ad campaigns, there's usually just someone trying to solve a problem they actually care about.

The challenge is that while lots of companies start this way, far fewer continue to make decisions as though they're accountable to the principles that got them there.

That kitchen sink spirit isn’t something you grow out of. At least, we don’t think it should be.

Why independence matters

For us, independence means having the freedom to roll up your sleeves and do what you believe is right, without waiting for permission.

Because we're independent, we've been able to make decisions others might not – from putting Nature on the board to continuing to manufacture all our products under one roof in Manchester.

For more than 50 years, we’ve backed our beliefs, followed our curiosity and done what excites us. And we’ve answered only to ourselves and Nature.

That’s why we'll keep making decisions that put people and planet first.

Here's to the freedom to keep doing just that.