Conscious Consumerism - Environmentally Sustainable, Fair Trade

Pure Wellbeing emraces the philosophy that the earth is a living organism, a concept that James Lovelock popularised with his “Gaia theory”. This is a concept that is at the heart of many of the indigenous cultures around the world. This philosophy creates an immense respect for our environment and our own physical bodies as part of that environment.

Eating foods, in their pure, minimally processed states that are grown organically in a sustainable way, is one of the most significant ways in which we can live this philosophy. Not only are we nurturing our own health and wellbeing but we are also nurturing the health and wellbeing of our planet.

Pure Wellbeing supports the conscious consumer movement by sourcing products that are produced according to specific environmental and social standards. Where possible we aim to work directly or import products from those who work directly with indigenous grower associations around the world and our goal is to inform end consumers of the environmental, social and cultural context in which the products are produced.

Following are the standards that guide how Pure Wellbeing sources products:

Environmental Conservation

  • Produced without the use of synthetic fertilizers, or chemical pesticides and herbicides.
  • Cultivated in such a way as to help restore native ecosystems, prevent erosion and support water conservation.
  • Utilize integrative crop management systems and where possible are shade grown using native canopy species.

Community Development:

  • Are produced according to Fair Trade standards, that involve producers and workers being paid a Fair price.
  • Create healthy environments in which producers and their families live and work.
  • Re-invest in community infrastructure such as educational, health and other essential services.

Indigenous Growers - Products of Origin

A key part of our mission at Pure Wellbeing is to source products from the Indigenous communities where they originated. This supports these unique and special indigenous communities in maintaining their cultural integrity. Most of the functional foods that we source have played a central role in the cultural heritage of the indigenous communities that have cultivated and/or harvested them from the wild ecosystems in which they live.

They are foods that have held special sacred significance for these indigenous cultures due to their life enhancing qualities. By sourcing these products from the indigenous communities, that have cultivated them for thousands of years, we provide an environmentally sustainable source of income that also maintains the rituals and way of life that often revolves around the production of these products. Our objective is also to bring these foods to you in their cultural context, in the sense that we aim to share with you the great stories associated with each food.

Environmental Policy
- Packaging & Recycling

Pure Wellbeing works with suppliers to minimise the use of non-recyclable packaging materials.

  • All orders are sent using as much recycled materials as possible.
  • We compost all juicing & food wastes.
  • We recycle all other materials that can be recycled

Global Environmental Support

We support the following organisation:


Social Responsibility

 We sponsor 2 children with World Vision: