ethy is built on a simple, but powerful vision: A world where shopping doesn't come at the expense of the environment, people or animals. 

Everything we do is based on our vision, and we’ll show you how we’re going to achieve it.

New Green regulations are helpful, but we don’t want to go backwards..

Since starting out in 2021 it’s been our mission to make it easy to shop sustainably. More than ever before people want to make a positive impact with the things they buy, but choices aren’t always clear cut.

A lot of brands make big sustainability promises, but as research shows, as many as 40% of green claims made online could be misleading. This is why the UK government has introduced the 

, to make sure brands walk the talk.  They have also published a  Green Claims Code helpful

This means that brands could face serious consequences if they say they’re sustainable but don’t deliver. Good news for consumers, but can be confusing for brands. We also don’t want to see breaks put on the sustainability discussion and take us backwards. So, what’s the solution?

Unlocking the power of sustainable shopping

We’ve been busy over the last six months talking to major sustainability leaders such as Carbon Neutral Britain, WWF, the University of Edinburgh, Social Enterprise UK.

 standards, to improve and expand the criteria and ensure that ethy accredited brands’ sustainability claims are verified with most relevant evidence

Old look - ethy used to look like this, with an infinity symbol resembling eyes as the logo: 


New look - Now ethy is looking like this, with a tick to represent accreditation and leaf for sustainability!

Making it even easier to see how brands are doing their part.

Look out for the new ethy trust marks! There are almost 40 instead of 16 allowing you to see clearly what areas brands are excelling at and shop according to your values. New trust marks include: 

Brands will now be able to use these new trust marks on their product packaging as well, which means keep an eye out in stores for ethy marks to help you make more informed purchasing decisions.

Six overall sustainability paths to lead us into a sustainable future

How do we know what to aim for, if we focus on the negatives? Typically, if we focus on something, we get more of that, and we don't want more climate change, we want a stable climate, a clean planet, equality, good health..

So, instead, we asked - what should we focus on to have the most impact right now? Which actions would help to make sustainable future a reality?

That's how the six paths were created, to lead us towards a sustainable future:

Our new hexagonal trust marks are designed to fit together to form an Impact Hive, which shows you the brand's sustainability profile in just one picture. Find the Impact Hive on ethy website and app profile pages for each brand. Start shopping sustainably 

This was removed because we wanted to focus on doing what matters most. We’re a small team and we want to ensure the best experience for our app users and customers.

Contribute to the UN Sustainable Development Goals (SDGs)

The accreditation remains derived from the 

, so shopping with ethy accredited brands means contributing to the Goals.

Updated look and feel, but works the same! The free-to-use ethy app allows you to discover sustainable brands across the UK.

 and inspiration to make simple changes and easy swaps so everyone can have a more sustainable lifestyle over time.

 and get your fill of fashion, food and drink, homewares, technology and loads more from ethy accredited brands you can be assured are making an impact without the greenwash.

And if you’re a brand committed to sustainability, 

 what ethy’s upgraded sustainability accreditation could mean for you.


ethy has relaunched! See what’s new

We’ve got big news to share! ethy’s sustainability accreditation standards have gone through a significant upgrade. 

At ethy, we want to bring responsible shoppers and brands together to shape a more sustainable future for everyone. This all starts with communication and understanding how we, as individuals, approach sustainability in our daily lives. So we took to the streets of London to find out whether shoppers consider sustainability when making buying decisions, among other important topics.

We asked the public questions on sustainability

From the 1960s until the late 80s, the global coffee market was kept in balance thanks largely to the 1962 International Coffee Agreement (ICA). Due to abuses of the quota system, however, the economic clauses of the ICA were suspended in 1989, and global coffee prices immediately spiralled. The first Fairtrade label, ‘Max Havelaar’, was launched by Dutch development agency Solidaridad, in a bid to help Mexican coffee farmers who were particularly affected by the crash. Max Havelaar was a fictional Dutch character who opposed the exploitation of coffee pickers in Dutch colonies.

1. The Fairtrade concept was started to help struggling Mexican coffee farmers

The first product to bear official Fairtrade certification was Green & Black’s ‘Maya Gold’ chocolate bar, made with cocoa from Belize and launched in 1994. Cafedirect coffee, Percol coffee and Clipper tea followed shortly afterwards.

2. The first Fairtrade certified product was a bar of chocolate

The humble banana is something of a poster child for Fairtrade – one in three bananas bought in the UK is Fairtrade certified, which adds up to around 231,000 metric tonnes every year. Bananas are the backbone of many lower-income countries’ economies, so Fairtrade is playing a significant role in improving workers’ lives. In 2020, Fairtrade banana farmers earned £31.8 million in Fairtrade premiums. Meanwhile, 96% of small-scale banana farmers in Colombia say that their economic situation had improved since joining Fairtrade.

3. Bananas are Fairtrade’s leading influence

Most smartphones contain a small amount of gold alongside other precious metals and minerals. When you consider how many smartphones there are in the world, that small amount of gold adds up to a lot of gold that needs to be mined and processed. This often involves treacherous working conditions, dire pay and harmful exposure to toxic chemicals.

Since 2011, Fairtrade has also included gold and precious metals within its remit, ensuring safe working conditions for miners and high standards for environmental protection. This certification obviously covers things like jewellery, but more forward-thinking tech companies are now including Fairtrade gold in their gadgets, too. 

, for example, uses Fairtrade gold in its smartphones, alongside other sustainably-sourced materials such as recycled plastics.

4. You can even buy a Fairtrade smartphone

It’s no secret that fast fashion is having a devastating impact on the planet, but Fairtrade is helping to drive positive change within the apparel industry. For a start, the environmental footprint of Fairtrade cotton is five times lower than conventional cotton. Additionally, Fairtrade’s textile standards are the first set of standards to require living wages be paid to garment workers, helping to mitigate the global issue of sweatshops and child labour exploitation.

5. Fairtrade is tackling the problem of fast fashion

Fairtrade is probably best known for its coffee, chocolate and, obviously, bananas, but it actually encompasses a huge range of everyday items, including wine, cosmetics, clothing, jewellery… you name it! Here are some of our favourite fair trade businesses.

6. There are more than 6,000 Fairtrade products on sale in the UK

Since the late 1980s, Fairtrade has been working to ensure a fair deal for farmers and workers around the world. Under the system, producers of everything from coffee and flowers to makeup and clothing are guaranteed workers’ rights, safer working conditions and fairer pay. This in turn leads to wider positive change, such as developing women in leadership and investing in climate-friendly farming techniques.

Today, there are more than 1.9 million farmers and workers in Fairtrade certified producer organisations across 71 countries, making products for small businesses and massive brands alike. Obtaining certification to display the Fairtrade logo on products is a rigorous process, with companies having to meet a strict set of criteria that proves their products are up to Fairtrade’s high standards. So every time you purchase a Fairtrade product you can be sure you’re having a positive impact on the world.

, which runs from 21 February to 6 March, we’ve unearthed a few lesser-known facts about Fairtrade, guaranteed to get you thinking about your purchasing power.

Six things you didn’t know about Fairtrade

Ento Collective is harnessing the nutritional and environmental benefits of insects to provide an all-natural protein shake that is both nutritious and delicious. Along with pea and brown rice, their entovegan blend contains mealworm - an insect high in protein, vitamins and minerals, plus a naturally high content of iron. 

Ento Cacao contains 20g of high-quality protein, more than 20 vitamins, minerals and antioxidants plus digestive enzymes to help the body absorb the nutrients. It also provides 7.7g of essential amino acids, including all three branched-chain amino acids (BCAAs). Ento is also incredibly versatile. It can be consumed as a protein shake, smoothie, breakfast bowl or as a baked protein packed snack; making ENTO Cacao the perfect product for gym goers, health food lovers alike. 🌿

Ento Collective's vision is to introduce the UK to a more sustainable source of protein, that's both healthy and environmentally viable. Over 2 billion people around the world already eat insects as part of their daily diet, and when compared to a diet heavy in meat and fish, there are clear environmental benefits. Insects require considerably less land, water and feed than animal proteins, helping preserve the planet's precious natural resources. Insects also have a much smaller carbon footprint compared to conventional meat proteins. 👣

To further minimise their ecological footprint, Ento Collective package their products in recycled and recyclable cardboard and 100% biodegradable pouches. No plastic is used within their packaging. Their products are also manufactured here in the UK. 📍

Ento Collective

Entovegan protein shakes

Planty are here to make delicious plant-based food easier and more convenient than ever. Prepared by a team of highly experienced chefs, Planty hand-craft 100% plant-based meals, which are then delivered directly to your door. All dishes are prepared with fresh ingredients and instantly frozen after cooking to lock in all the goodness. Rated ⭐️⭐️⭐️⭐️⭐️ on Trustpilot, Planty have built an impressive reputation for their tasty vegan food delivery service.

Planty are also offering ethy users an exclusive 25% discount on any Planty box with the code PLANTYETHY25. 

📦 Build your box by choosing either 6, 8, or 10 delicious & healthy vegan meals from their nutritionist-approved menu.

🌱 Planty's team of chefs do the cooking so you don't have to. Meals are flash-frozen to preserve naturally without having to rely on preservatives, additives or other nasties.

📅 Select a delivery date that suits you.

❄️ Store Planty meals in the fridge for up to 3 days or freezer for up to 3 months.

🍜 Simply heat up your vegan ready-meal in the oven or microwave and enjoy.

Beyond their plant-based food, Planty take further action to minimise their environmental impact. All of their meals are delivered in 100% recyclable, compostable, or reusable packaging. They also offer carbon-neutral delivery: their delivery partner, 

, currently offset Green House Gas (GHG) emissions resulting from their activity. Planty are registered as a Social Venture, legally binding them to the social and environmental commitments they set. In keeping with their social purpose, they also support a number of charity partners, including 

Planty are offering the ethy community an 

25% discount on any Planty box with the code 

Planty

Plant based meals + carbon neutral delivery

24 million pieces of bread are wasted in the UK, every day. Determined to tackle this head-on, Earth & Wheat are the world's first (and only) wonky bread box. Working directly with bakeries, Earth & Wheat save bread that would otherwise go to waste and deliver delicious, bakery-fresh bread direct to your door. Each wonky bread box contains a random and mixed variety of roughly 2kg of tasty breads, from crumpets to tortillas to wholemeal pittas. Offering a range of subscription plans, you can have your wonky bread box delivered as and when suits you. How's that for a convenient way to enjoy some super tasty bread while doing the planet some good?!

With every box of bread rescued through Earth & Wheat you'll make a positive contribution towards the environment. For instance, every box saves approximately 3240 litres of water and 3053 grams of CO² from going to waste. Breads are also boxed in 100% recyclable and biodegradable packaging to further reduce its environmental footprint. Earth & Wheat are also a socially responsible business, using their organisation as a force for good. For every box ordered, they donate a meal to UK food banks to help fight food poverty. They also pay the living wage to all staff and commit to only working with bakeries that do the same.

Globally, food waste contributes between 8-10 per cent of total greenhouse gas emissions, meaning to reach net-zero we need to take meaningful action to prevent food waste. Through Earth & Wheat's wonky bread box you do just that and help prevent perfectly tasty fresh bread from ending up in landfill. 🍞

Earth & Wheat

The first (and only) wonky bread box

Better Nature want to help everyone to be and feel well. And they do this through one of nature’s little miracles: tempeh. Tempeh is a nutritious, traditional Indonesian food made simply from cultured soybeans and water. And Better Nature season it accordingly - using only natural ingredients. Their delicious tempeh range has something for everyone, including Tempeh Mince, Smoky Rashers, BBQ Strips, and Roast Bites. Each flavour-packed option is high in protein and fibre, and made with natural ingredients. Tempeh is quick and easy to cook, so you can stir, fry or bake it into all of your favourite dishes.

Better Nature are the first meat-free food brand in the world to be certified Plastic Negative. Through their partnership with rePurpose Global and Waste4Change, they remove double the plastic from the environment than what they use in their packaging and shipping.

Better Nature's new range is also Carbon Negative, meaning they offset double the emissions used to make their tempeh. The offsetting is done in partnership with ClimateCare. What’s more, Better Nature’s tempeh range has received a top A rating from Foodsteps for its low carbon footprint. Foodsteps is a provider of environmental footprint data and carbon labels, and Better Nature received their top A rating following a full product lifecycle. 

Extraordinary food has to do good by you and by the planet, don't you think?

Better Nature

Naturally nutritious plant-based protein

Today's picks

A detailed explanation of refillable products and refill system.

If an online store, the company can provide links to refillable products

If a brick & mortar store, the company can provide visual evidence for their refill system.

The company sells and/or facilitates the refilling of at least 1 product.

If the company sells a refillable product, they must also provide a means by which customers can refill it.

If a brick & mortar store, the company can enable customers to refill their own containers. The refill system must be a closed loop with no single-use plastic waste.

Refillable Products

The company operates a refill system or provides refillable products designed to reduce the production and use of single-use plastics.

Clean Planet

Cruelty-free certification from a reputable third party.

The company is certified as cruelty-free by a reputable third party, demonstrating a commitment on behalf of the company and its suppliers, to not test ingredients, formulations or products on animals.

Cruelty Free

The company and its suppliers abide by cruelty free principles, meaning they ensure that no products, ingredients or components are ever tested on animals.

Protecting Biodiversity and Animal Welfare

Documentation demonstrating compliance with standards set out in EN 13432

Substantial percentage (51%+) of a brand's packaging must meet the industrially compostable criteria.

Materials undergo at least 90% biodegradation within 6 months in an industrial facility in the presence of oxygen, microorganisms and high temperatures (50–60°C).

Industrially Compostable

The brand manufactures or sells products or packaging that are industrially compostable, meaning these materials will degrade in an industrial compost environment.

Documented evidence of how the company empowers employees to live more sustainably.

The company has implemented a minimum of three of the below policies to empower employees to live and work more sustainably:

Support employees to choose active and low carbon travel.

Flexible work from home options for employees.

Implement and promotes a plant-based, healthy food policy.

Review estate landscapes to improve spaces for employees and clients.

Employees are trained about climate action and environmental policies.

Employees are empowered to reduce carbon and resource use.

Climate responsibility is written into employee job descriptions.

Employees are encouraged to bring ideas about sustainability to management.

Offers a cycle to work scheme for employees.

Empowered Employees

The company takes action to empower its employees to be happier, healthier and live more sustainably.

Thriving Communities

Visual or documented evidence of water efficient mechanisms and processes.

Links to products or services that are designed to ensure water efficiency.

The company has implemented a minimum of two of the below policies to minimise the wastage of water:

Installation of low flow taps and systems

Captures & recycles greywater in manufacturing systems

Redesigned products or services to be more water efficient

Water Efficient

The company is taking measurable steps to reduce the amount of water used and wasted.

Responsible Resource Usage and Production

Certification or documentation from a relevant organisation to demonstrate compliance with the above standard. E.g. OK compost HOME; Europe: prEN 17427 (2020) - Packaging.

Substantial percentage ( 51%+) of a brand's packaging or products must meet the home compostable criteria.

Home compostable materials undergo 90% degradation after 12 months at ambient temperature, in the presence of microorganisms and oxygen, in a domestic composting unit.

Home Compostable

The brand manufactures or sells products or packaging that are home compostable, meaning these materials will compost into soil at lower temperatures. Therefore these products or packaging are suitable for the compost heap at people’s homes.

Full list of ingredients, components or materials used for all products that are labelled as vegan.

Products specified as vegan are free from ingredients derived from animals – including honey, collagen, albumen, carmine, cholesterol and gelatin, keratin, lanolin, silk protein and beeswax.

The company must clearly label which products are vegan.

Vegan products must make up a minimum of 30% of the company’s offering. For example, if the company has 10 products on offer, at least 3 of them must be vegan.

The company has not already received ethy's 100% Vegan trust mark.

Vegan Friendly

The company offers a selection of 100% vegan products. Products specified as vegan do not contain any ingredient or component derived from animals, which applies also to the packaging and production process.

Copies of the company's commercial EPC certificates for all company premises.

The company's offices, workspaces, factories or physical stores hold a valid commercial EPC certification.

All EPC certifications have been graded B or above - meaning they have achieved a high level of energy efficiency.

Energy Efficient

The company is taking measured steps to reduce its energy use across company premises.

Stable Climate

Full list of ingredients used in any waterless product formula.

The product(s) must be an alternative to conventional products that most often contain water.

Products that the company labels as waterless, must be formulated without any water, though they may contain other liquids as a base.

Waterless Products

The company offers water-free alternatives to conventional products that most often contain water.

Detailed breakdown of how the company's business model drives the circular economy.

The company has embedded principles that design out waste and pollution, keeping products and materials in use, and regenerating natural systems.

Circular economic principles must be inherent to the company and be ongoing.

Circular Economy

The company has a clearly defined circular business model, keeping products and materials in use and preventing waste.

Existing certification of Social Enterprise status by Social Enterprise UK, Social Enterprise Mark CIC, or alike.

If the organisation can provide evidence that they have met all of ethy’s Social Enterprise criteria for the past 12 months and do not hold an existing certification, then they can choose to provide the below proof to gain ethy’s Social Enterprise trust mark.

Governing documents (such as Memorandum and Articles of Association, SCIO Constitution, Trust Deed or other company Rules available in the public domain) which include the overarching social aims that the organisation is working towards achieving and rules on distributing at least half of annual profits towards achieving the social purpose.

Persons of Significant Control registrations, Shareholding Statements.

Company’s annual accounts and supporting statements.

Up to date (published within the last 12 months) social impact report with outcomes delivered for a minimum of 12 month period.


The organisation has set a defined primary social and/or environmental purpose, which means they are supporting the community in overcoming a need or a challenge.

The organisation must operate independently from the public sector or other corporate interests such as part or whole ownership by other companies with different interests.

The organisation reinvests or gives away 50% or more of any annual profits made towards achieving the social purpose.

The organisation obtains 50% or more of its income from trade.

The organisation is actively working towards and achieving the set social objectives, monitoring, evaluating and setting new targets.

The organisation is transparent about their purpose and activities through a social impact report​​ (published within the last 12 months) with outcomes delivered for a minimum of 12 month period.

Unincorporated organisations and start-up organisations (<24 months) are not eligible.


Social Enterprise

An organisation with a primarily social purpose, rather than being driven by the need to maximise profit for shareholders and owners. They reinvest or donate at least half of their profits to support the community in overcoming a need or a challenge.

Fair trade certification from fair trade standards auditors / accreditors such as: FLOCERT, The Fairtrade Foundation, Fairtrade International, Fair For Life, Naturland Fair

Or proof of membership as a Fair Trade Enterprise of the World Fair Trade Organization (WFTO).

The brand holds a valid certification, membership or licence that demonstrates that the products that they manufacture and/or sell have been sourced from a fair trade supply chain and are fair trade certified.

Fair Trade Certified

The products are sourced from a verified fair trade supply chain and are fair trade verified.

Specification of the components of packaging which are recycled.

Information on where the recycled materials are sourced from, e.g. ocean plastic, post consumer waste, etc.

Supporting evidence in the form of a letter from the recycling manufacturer or alike.

Minimum 51% of the brand’s primary product packaging has been made from recycled materials.

Minimum 96% of the packaging material is recycled.

Applies to primary packaging only. This is the packaging in direct contact with the product itself.

Recycled Packaging

Significant amount of primary product packaging is made from recycled materials (minimum 96%) that have been recovered, reprocessed and converted into new materials.

Name of the female founder(s), co-founder(s) or CEO.

The company must have an active founder, co-founder or CEO that is female.

The company must notify ethy if its leadership member is no longer part of the company.

Female Led

The company has an active female founder, co-founder or CEO.

Evidence of active Living Wage accreditation as a Living Wage employer.

The company pays the Living Wage to all directly employed staff.

The company also pays Living Wage to regularly contracted staff. This is staff who work 2 or more hours a week, for 8 or more consecutive weeks a year. The Living Wage does not apply to contractors that supply your organisation with products e.g. stationery suppliers.

The real Living Wage rates are currently £9.90 across the UK and £11.05 in London for ages 18 and over. Exclude volunteers and apprentices. Real Living Wage is independently-calculated annually by the 

, based on the best available evidence on living standards in the UK and in London.

For more information on Living Wage requirements please 

Living Wage

The company pays the Living Wage to all directly employed staff ensuring a decent standard of living in the UK and in London. Real Living Wage is independently-calculated annually by the Resolution Foundation and overseen by the Living Wage Commission.

Full list of materials used for the recyclable primary and secondary packaging.

At least one picture for each component of primary and secondary product packaging (exclude variations) with recyclability symbols displayed on the packaging.


Minimum 75% of the brand’s primary and secondary product packaging in total can be recycled through standard kerbside collection

A product packaging is considered recyclable if a minimum 96% of the packaging material can be recycled through standard kerbside collection.

Recycling symbols (by icons or words) must be displayed clearly on the packaging that can be recycled (excluding glass).


Recyclable Packaging

Significant amount of the brands primary and secondary product packaging can be recycled through standard kerbside collection.

Full list of ingredients for all products.

Empowering you to act for a sustainable future

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Discover how-to guides and inspiration to live sustainably

ethy has relaunched! See what’s new

We asked the public questions on sustainability

Six things you didn’t know about Fairtrade

Sustainable shopping at your fingertips

Your daily dose of eco-swap inspiration

Ento Collective

Planty

Earth & Wheat

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