Awareness

“What we are lacking for a sustainable world is not resources and energy. What we are primarily lacking is the imagination to picture a different world.”

Wolfgang Pekny

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Nearly four years before we opened our Chocolate shop in Amsterdam, we decided that our shop should mainly sell Organic and Fair Trade or Direct Trade chocolate, with the idea to raise awareness of the iniquities of the cocoa trade and about what happens behind the scenes of the industrial chocolate companies. Our research began. Fair Trade Certified companies have to meet a certain set of standards, a company can say its products are ‘ethically sourced’ or ‘artisan made’ without having any certifications or standards to prove it.

Being members of Amnesty International, we were aware about the child and slave labour and other atrocities on cocoa plantations, so we had to be sure that not only the chocolate companies were to be trusted but also their whole supply chain and finding that out, took us a long time.

Also finding out about reducing the carbon footprint of a product, raised complicated questions, and the answers were not always to our taste. For instance, the most energy-efficient way to drink coffee is drinking instant coffee, because of the scale with which it’s made. Supporting local coffee roasters was on our wish list, also because of the taste, but, small roasters use more energy. Other factors also had an impact: most emissions from coffee are in the milk, if used, followed by the energy to boil the water, rather than growing, roasting or transporting beans.

The more we got into this world, the more confusing it became, but we did as good and conscious as we could, and constantly worked on it to perfect our concept, our own Green Mosaic.

The goal of sustainability is to reduce our ecological footprint, which is a measure of how fast we consume resources and generate waste, compared to how fast the planet can recover from our habits.

Our goal with freshismore.com is to incite a sharper awareness, to make people more emotionally involved and to stimulate them to get into action, to adopt sustainability, ethics and eco-awareness as a new normality. With our partner company we found the perfect match, a company which is 100% founded on sustainability, ethics and transparency.

The U.N. Sustainable Development Goals are the blueprint to achieve a better and more sustainable future for all. They address the global challenges we face, including those related to poverty, inequality, climate change, environmental degradation, peace and justice. The 17 Goals are all interconnected, and in order to leave no one behind, it is important that we achieve them all by 2030:

  • No Poverty- Zero Hunger
  • Good Health and Well-being
  • Quality Education
  • Gender Equality
  • Clean Water and Sanitation
  • Affordable and Clean Energy
  • Decent Work and Economic Growth
  • Industry, Innovation and Infrastructure
  • Reduced Inequality
  • Sustainable Cities and Communities
  • Responsible Consumption and Production
  • Climate Action
  • Life Below Water
  • Life on Land
  • Peace and Justice Strong Institutions
  • Partnerships to achieve the Goal

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We started this blog with a quote and we’ll end with one by Sir David Attenborough:

“Never before have we been so aware of what we are doing to our planet, and never before have we had such power to do something about it.”

Sir David Attenborough

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Read more about the ‘Ecological footprint‘ by the Austrian sustainability expert Wolfgang Pekny.

Pimm + Marcel

fresh@freshismore.com