It’s not about the cost, because Purition has always been fully committed to seeking out ‘best-in-class’ ingredients.

The answer is quite simple. Essentially, we’re committed to sourcing our ingredients as locally as possible (predominantly Europe). If we committed to organic, we’d have to start sourcing products from further afield, which means the other side of the world including countries like China! It’s actually where a majority of the world’s ‘so-called ‘organic’ seeds and nuts are grown and where the majority of our supermarkets source from. This may not be the idyllic image you had in your mind as you decide which packets of organic nuts and seeds you pop in your shopping basket. It’s exactly the same for us and doesn’t sit comfortably with our best-in-class ingredient values.