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We decided that we needed to start asking why more often, born out of a need to challenge the status quo.

That’s why we question to improve the wellbeing of people and planet. And more importantly, to do something about it. We are committed to knowing all there is to know about our products and sharing everything we know with you: we don’t want to eat plastic or pesticides, and neither do you. Radical honesty is the only way.

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As a business we have set a plan to address the following areas by 2025:

Transparent supply chain

Transparent supply chain

We will endeavour to bring full illumination to our supply chain, ensuring that everything that is part of a fair, safe and healthy system is tracked, traced and measured.

Regenerative organic agriculture

Regenerative organic agriculture

We’re looking to make sure that we work towards a more regenerative agricultural landscape, focused on super healthy soils, ecosystem restoration and biodiversity.

Reduce, reuse, recycle…reimagine

Reduce, reuse, recycle…reimagine

We want to close the loop on consumption by reimagining the existing model of production.

Community

Community

We aim to rebalance economic inequalities between the consumer and growers through initiatives that support the needs of the community.

Healthy humans

Healthy humans

We champion our consumers, farmers and employees equally, and our progressive employment policies and work culture empowers our own team of Rebels to live a balanced and enriched life.

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So, why do we do what we do?

We're here to create healthy alternatives that taste mind-blowingly good. We question received wisom and demand that we all rethink our unsustainable approach to health, nutition, consumptions, agriculture and manufacturing. That way, we're connecting people and planet in a sustainable and meaningful way.

Now is the time to embrace individuality with a renewed awareness of consequence. Remember you have a choice. There is always an alternative.

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