The Origin Story

This is largely down to the existing false industrial-era notion that the Earth consists of a pool of unlimited resources for humankind to exploit . Much of what we consume each day originates from the land, the source of all food and fashion items. However, the soil’s long-term exposure to the chemicals, top-soil disturbance and poison has detrimental effects on its biodiversity and fertility. Farmers, the traditional guardians of nature and soil, are also suffering under the chokehold of chemical-based farming Instead of being farmers, caring for the Earth and growing to the specific circumstances of their land, they have become like chemists in a pharmacy, buying and dispensing an ever-growing dosage of artificial minerals while at the same time being forced out of business due to rising prices and falling yields. So, conventional farming, apart from having a devastating effect on nature, fuels inequality and poverty in developing countries. While the consumer is unaware, underserved farmers grow our fruits, vegetables, grains, and natural fibres for our fast-fashion tastes. Unable to afford expensive nutrients or pesticides, not knowing an alternative, the once respected and independent farmers are facing diminishing returns and are forced to leave their lands or starve. YOU have the power to end this social and environmental downward spiral.