who we are
to create a healthier and more sustainable planet for all species, we must work together
Founded by Jerilee and Claire in 2019, Fair-Well focuses on food waste, household waste and the community - making plastic free options accessible and convenient. It's a unique, sustainable and beautiful project which has repurposed an old electric milk float into a home delivery refill shop.
We were the first to offer plastic free options that are accessible and convenient for Londoners. Our project is so easy and fun that it is now being replicated by many others in the UK and overseas. We are proud to have inspired others to reduce their plastic waste.
the healthy, complete loop
It's sometimes hard to find products that incorporate more than one good business practice into their business model. We want to support good causes, but often we have to make compromises when it comes to shopping - either a product is organic but not environmentally friendly, environmentally friendly but not Fairtrade, great quality but part of a multinational company, or simply packaged in single-use plastic.
So, we thought: how amazing would it be if we could provide customers with products that tackle all the issues we care about! This is how Fair-Well was born. Our goal is to reduce plastic usage in everyday essentials, with a selection of high quality products that respect nature and people.
what we do
We are all more aware than ever that a small individual action can have a large impact on others and the planet. This is why it is important to know where your money goes and what it funds. This is a core element of our work. We meticulously select our products using very strict criteria, to ensure the products we offer reflect our values.
We only work with cooperatives and businesses that guarantee fair wages, respect their workers and protect the lives of farmers.
organic and natural
Nasty chemicals in our food are not acceptable - they damage our soil, destroy the ecosystem, pollute the air we breathe and harm our bodies.
closed waste loop
We do not claim to be ‘zero waste’ - we are transparent about the low amount of waste we produce, and work hard to keep it to a minimum.
the taste of quality
When food is grown with respect for nature and people, we believe you can actually taste the difference. It's a taste that cannot be beaten.
how we work
The day Fair-Well was born, we made a promise to always put our values before profit. This has led us down a path of having to re-think many of our everyday business decisions. We are very proud of what we have achieved so far by following this promise and we will continue to work hard to succeed - always faithfully sticking to our values.
We have never claimed to be a 'zero waste' shop. As a business, we have some waste - and we are always transparent about this. For example, we buy our range of muesli, oats, rice, pulses and grains in bulk, in 15 - 25kg paper bags. Similarly, our dried fruits, pasta and nuts come in 6 - 20kg liner bags and cardboard boxes, which are collected by our council recycling scheme. Our olive oil containers are collected, washed and reused by our supplier. We have a closed waste loop with household and beauty products from Planet Minimal and Suma. We have decided to stop selling Bio-D products until their waste system gets improved, as it is no longer collected by Suma cooperative.
we provide no
packaging - EVER
You must bring your own containers. We don’t provide any containers at all - not even paper bags. You can reuse what you have at home, which could be Tupperware, jars, empty bottles... our aim here is to raise awareness about the single use industry production problem. If we were to offer paper bags, we feel we would simply be moving rather than solving the problem - so we prefer to help you focus on using what you already have.
We decided on our first day of business that we won’t invest money in paid advertising. We believe in growing through recommendations and customer satisfaction - the organic way. This pushes us to work hard to provide the best quality products and service. We are conscious of where our money goes - if we invested in global companies outside the community, our money would be funding a system we are trying hard to move away from.
We get asked for leaflets, cards and flyers all the time but we don't produce them, in order to avoid creating unnecessary waste. We prefer to rely on word of mouth and memory.
Emails, online posts and websites typically use a great deal of energy, so we consciously minimise our use of digital services. We post on social media a maximum of 3 times a week and selected an environmentally conscious design studio when creating our own website.
Supermarkets are the reason milkmen and milk floats disappeared from our neighbourhoods. Specialised and independent shops are so important because they are usually built from a passion and dedication to bring the best to a community. The best bread, most sustainable fish, most delicious pastries, juiciest fruits, tastiest vegetables, cruelty free meat and chemical free oats can all be found around the corner in your local shops. We strongly support local shopping and we are committed to our partnerships with local shops and entrepreneurs.
We have a discreet and minimalist visual brand strategy for the simple reason that we believe our world is oversaturated with brands. We call it visual pollution. Many businesses hide their practices behind their brand names but we actually strive to be completely transparent. Packaging free also means brand free. We don’t need to know who did it, we need to know what it is and how it has been made.
where our money goes
We only partner with companies who share the same values and put in the same hard work we do. We want to make sure that the money our customers spend with us continues its cycle of positive and sustainable change. Check out the amazing work we fund by using these everyday services: