What is an ethical omnivore?
An 'ethical omnivore' is someone who eats a broad range of foods and consciously selects food from production systems that align with their value systems.
So, for example, if you think that animals should be treated humanely, you won't buy animal products from systems that incarcerate animals in sheds or feedlots. You'll read the packaging fine print or research the farm to be sure.
Or, if you think that climate change is an urgent threat, you won't buy food from farms that undermine biodiversity and ecosystem health by using interventionist chemicals to alter natural systems for short-term gain - prioritising scale, growth and speed to market over long term vitality and sustainability. These farm practices have more in common with extractive mining than caring for the natural systems on which our survival depends.
Do you know where your food comes from?
If you stop and think about it, most of us often know very little about where our food comes from, how it's produced, how far it travelled to reach us and how many hands it passed through. To find out, you'll need time and good detective skills because our food production, distribution and retail systems are opaque and complex.
Food retailers are tapping in to customers' desire to purchase products that are environmentally sustainable. But if you're a time-poor customer in a shouty market place where every second product claims to help save the planet, how do you work out what's fact and what's fiction?
How do you know to trust?
It's our mission to change this and give you all the information you need to easily make the right choice for you and those you're feeding. To draw a clear line of sight from the farm to your table as clear as possible. Facts, not greenwashing.
We recognise that food choices are influenced by lots of things including time, money and knowledge and none of us get it right every time. (In fact, if you're getting it right half the time, you deserve a medal! But don't stop there...)
In our book, behaving ethically equates to taking responsibility for the impacts of your choices. Choose regeneratively-farmed food that doesn't cost the planet.