Our Story: Solving the "Un-Natural" Problem of plastics with Nature
We don't think of ourselves as die hard environmentalist but we do like to think of ourselves as concerned citizens with a mission:to say "Goodbye" to single-use plastics and "Hello" to a natural, plant-based solution.
We use nature to solve the modern problem of plastics
The Pure Option™ hates barriers and we absolutely don't believe in "eco-guilt" or telling you what you can’t do.
We are always dissapointed when we see misaligned barrier solutions like "don't forget your reusable cup" , why shouldn't you grab that coffee on the go?
You see the cup isn't the problem , the material it the problem,
So the solution is quite simple, just change the material , it's simple when you think of it and we are always suprised how few people realise something so obvious.
We like to call it " Barrier free living".
Whether you’re a business owner looking to grow your business , or a consumer wanting a guilt-free takeaway, we provide the tools to make "being green" simple, logical, barrier free and environmentally positive.
So how did it all begin
In 2003, we asked a simple question while walking through a shopping centre: "What happens to this polystyrene food box when we throw it away?"
The answer was shocking. We found that our "disposable" polystrene box was being shipped across oceans to be burned or sitting in landfills for centuries.
So we realised that we had to be the solution and not part of the problem.
Today, we are proud to offer Europe’s largest range of plant-based compostable packaging. With over 400 products, we prove every day that you don’t need petrol in our packaging to have a great product, just remove the petrol part and cram in plants, it's a simple solution to a complex problem (it's funny how often we have discovered there is usually a simple solution).
The "Pure Option" Philosophy: No Blame, Just Solutions
We know climate anxiety is real. Most of the time, the world tells you "don't" or "stop." We prefer to say "here’s how."
No Barriers: You aren't a "bad person" for wanting a straw or a coffee cup. The cup isn't the problem—the material is.
Nature’s Design: Our products are made from plants, not "dead dinosaurs" (petrol). They are designed to break down into nutrient-rich compost within 13 weeks.
Circular Living: We use plants to make packaging, which turns back into compost, which grows more plants. It’s that simple.
A Legacy of Vision
The Pure Option™ is a family-owned business built on the values of our founder, Deborah Richardson..
Deb was our "Employee Number 1" back in 2003 and the heart of our mission to find a better way.of doing packaging.
Though Deb sadly passed away in 2024 after an inspiration 10 year battle with cancer, her vision remains our foundation for a single use plastic free world still drives us to this day.
Today, her husband Charlie (our Managing Director and "Employee Number 2") continues to lead the team with the same vision and values as Deb
Charlie was employee number 2, and yes he was married to Deb.
Charlie shares Deb's vision, but for some reason insisted on using this as his picture (you need to be a fan of Father Ted to get the reference).
(for a sensible image, click the image above)
What Makes Us Special?
Plastic-Free by Design: We don't hate plastic—it's a marvel of engineering—but it should never be used for something you thrown away after five minutes.
Solution-Led: We don't just sell packaging; we empower you to make choices that feel good.
Award-Winning Impact: We’re honored to be recognized for our environmental work, but our biggest reward is seeing our compostable products "Feeding a Field™" instead of filling a landfill.
Watch our story
Give us 4 minutes of your time! Scan the QR code below to watch our video. (Warning: We told people it has car chases and action sequences. It doesn't... but it does show you exactly how we're changing the world.)
Dual Mission Statements (for when one just isn't enough)
Wordy Version
To solve the un-natural problem of single use plastics using a natural plant-based solution.
Non Wordy Version
Creating change with solutions, not barriers.
