Loving Earth is based on the philosophy that the earth is a living organism, popularised by James Lovelock’s Gaia theory. The very same idea is at the heart of many indigenous cultures around the world. This philosophy consists of an immense respect for our environment, recognising our own physical bodies as being an indispensable part of that environment. Accordingly, the three central principles of Loving Earth are Healthy - Sustainable – Fair. These ideals have been extremely important to us since the beginning and are the foundation of everything that we do.
Starting out, the intention was that all the products had to be Healthy; we only wanted to put stuff out there that was going to serve people. We've never been interested in doing something commercial just to make money.
To be Sustainable is extremely important to us; it's something we're constantly working towards with increasing success. We’ve become an industry leader in pioneering compostable packaging, which we continue to roll out across more and more product lines. The same principle applies to agricultural processes, transport of materials, production and work practices - we’re always striving to raise the bar.
Fair refers to the socio-cultural aspect of our company. It's not just about fair trade chocolate, and it's about so much more than just the price. It's about sharing stories and history, honouring communities and letting people know where our products come from, who's grown them and exactly how they've been processed.