Three Blue Hearts

The octopus, our chosen ambassador, has three hearts and blue blood. The three hearts represent the three aspects of environmental impact we assess with EVERY ingredient and product. TBH stands for transparency - being clear with consumers without knowingly providing false information. No misleading jargon. No unsubstantiated claims.

Time 
How long is this chemical going to stick around? How quickly is it going to totally break down back into the building blocks of life in the marine environment?

Biomagnification
How likely is it that this chemical will get into the ecosystem, magnify up the trophic levels and cause the most damage to our apex predators?

Health
What is the direct effect on the health of the ecosystem? Looking at the trophic levels and different ecosystems.

TBH
 Also means transparency. “To be honest” means being clear with consumers without greenwashing, bluewashing and without misleading jargon and unsubstantiated claims.

We do not assess raw material procurement, production processes or packaging and we do not take carbon footprint into account at this time.

As time moves on, and more information becomes available, our assessments may change so always check for the latest information