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It started with a question

 " what happens to this when it's thrown in the bin" 

We were walking through a local shopping centre when we wondered what happens to our foam chip box when it gets thrown in the bin , a simple question with a very complex answer.

When we researched it's journey we found a very complex system of what happened to this polystyrene box , sometimes it's sent abroad be burned for energy for waste to provide energy for Norwegian homes ( and yes we actually paid them for taking it) and sometimes it was sent to landfill to sit around for decades until it broke down and contaminated the earth.

The problem is we were part of the problem , we threw it it away and it was no longer our problem , but it was a problem, we just never uestioned it before and this is where we decided to be part of the solution and not part of the problem, it all started here.

What makes us tick

We wouldn’t call ourselves eco warriors (we have never for example chained ourselves to a tree), but we always liked to think of ourselves as engaged, ethical citizens and we have always been unhappy with the throw and forget lifestyle, so we created The Pure Option™ to find solutions to the environmental harm caused by petrol based packaging without putting barriers in your way, we don't like re-usable as this is just defering the problem for the future.

What makes us a bit difference

We now have Europe’s largest range of compostable packaging products with over 300 products, all designed to replace single use plastic with a lot more in development.

All our compostable products are made from plants, so they are a natural solution to an unnatural problem and because they come from plants they are designed to break down with 13 weeks into Earth friendly compost that benefits the environment it’s disposed of in, it’s completely circular as they come from plants and can be used to grow more plants, it’s a natural solution to an un-natural problem.

We are a solution led business that looks at things differently, we don’t like barriers and we don’t believe people should change their lifestyles, we think like this.

"​ I want convenience but it's you bad for the environment"​  so our way of looking at this is “let’s find a solution”, we just don’t believe the solution is about saying "no"​ to lifestyle and convenience but changing what we do and how we do it , if we liked business clichés we would say we “like to think outside the box” but we don’t like clichés so let’s not mention it.

We are so good at solving environmental issues and providing products that are socially responsible, that we also advise other organisation to find solutions to their plastic problems and replace them with an environmentally positive solution, delivered in a socially responsible way.

We want to help to change the world and we have a range of products that help us to achieve this lofty goal, but we do this by making modern life convenient, barrier free and socially responsible. without having a negative effect on the environment.

Interested in our journey?

Our Journey - From then to now 

If you the type who likes to know more about a company and their journey , you can see a timeline of our journey, here it is.

The Pure Option™ story goes all the way back to 1996 when Charlie ( one of the Directors) decided that he wanted to bring North American macaroni cheese to the British masses and this set us up on a 20 year plus journey until  we arrived here.


Our business Journey