Extraction, expansion, pollution, repeat. Or, 'You can't recycle your cornflakes...'

If you happen to be a subscriber to our mailing list, you might have noticed our emails are little different to most.  If you want to sign up, use the form at the bottom of this page. 

When we send you something - it’s less to do with buy! And more to do with why?

Of course we’d love to sell you a bottle or two of our drinks - but only if gin, rum and vodka are already on your shopping list…

So ‘why’ did we sending out the following email?

It was to tell you about the genesis of the Evrythng model and what (we hope!) makes it so powerful.

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“You can’t recycle your cornflakes…”

Imagine the scene: You’ve flicked on the radio, poured on the oat milk, and you're crunching through a bowl of cereal.

Life is good - until you go for seconds and the box is empty.

You chuck the cardboard into the recycling…but the flakes themselves? Gone.

Every week, you buy more.

And every time we shop - whether it's cornflakes, vodka or toothpaste - we’re making someone who’s already unimaginably wealthy just a little richer.

The question is: who?

The money to fix the planet is out there. We just need to take it back.

Mars Inc. (which sort of owns Kellogg’s - it’s messy) made $5.6 billion in net profit last year.

Across all brands - Unilever, Danone, Diageo, PepsiCo, Nestlé et al that number hits £11 trillion annually.

That’s money extracted from nature: soil, water, fuel, forests, minerals - simply to return as much profit as physically possible.

And while there’s nothing wrong with profit per se, these companies have had 150 years of the good times.

Extraction, expansion, pollution, repeat.

That’s got to change.

We say:

Why should your next bowl of cornflakes (or bottle of gin) make a millionaire richer?

Why do we give our money to them and sit back as they trash the planet.

Let’s take the profit created when you buy the stuff you need with your weekly shop and use 100% of it to bankroll the future we actually want!

Imagine a tidal wave of money that’s flowing:

Not to the Chief Exec’s next private jet fund

But into the hands of groups like Rewilding Britain, The Wildlife Trusts, Client Earth and Greenpeace, just by doing your shopping.

It’s simple, it’s powerful and it’s happening now!