Very good: All Good

A small com­pany based in a Grey Lynn shed with just 10 em­ploy­ees has been crowned one of the World’s Most Eth­i­cal Com­pa­nies.

Element - - BUSINESS -

All Good Or­gan­ics are on top of the world. The New York-based Ethi­sphere® In­sti­tute, which recog­nises com­pa­nies that out­per­form in­dus­try peers when it comes to eth­i­cal be­hav­ior, says so. It pub­lished its an­nual list of WME com­pa­nies with All Good Or­gan­ics be­ing the first and only New Zealand com­pany to ever be ac­knowl­edged. All Good made the cut from nominations of more than 100 coun­tries and 36 in­dus­tries.

WME com­pa­nies em­brace eth­i­cal prac­tices within their busi­ness as well as demon­strat­ing in­dus­try lead­er­ship. Other listed com­pa­nies in­clude the US’s Wholefoods and other well-known eth­i­cal com­pa­nies like Marks & Spencer.

All Good Or­gan­ics have forged an eth­i­cal iden­tity for them­selves by im­port­ing Fair­trade bananas and re­cently launch­ing their own prin­ci­pled soft drink – Karma Cola, made with cola nut from farm­ers in Sierra Leone, Paraguay and Pa­pua New Guinea. Their new­est edi­tion, Gin­gerella, is made from or­ganic gin­ger grown in the Wayamba re­gion of Sri Lanka.

The small 100% Kiwi-owned com­pany put Fair­trade bananas on the map in New Zealand when they started im­port­ing the coun­try’s first Fair­trade fruit just three years ago, and now have a 5% share of the ba­nana mar­ket.

All Good was founded by three Kiwi en­trepreneurs; Chris Mor­ri­son – founder of Phoenix Or­gan­ics, his brother Matt Mor­ri­son, and former 42-be­low mar­ket­ing di­rec­tor Simon Co­ley.

“It’s just great to have the recog­ni­tion for what we do and have worked so hard for,” says Mor­ri­son who, when talk­ing to El­e­ment, was en-route to New Ply­mouth for a well-earned break at the WOMAD fes­ti­val.

Mor­ri­son had heard from the farm­ing co­op­er­a­tives All Good works with – El Guabo in Ecuador and cola nut pro­duc­ers in Sierra Leone – who were cel­e­brat­ing on their be­half.

The part­ner­ships formed by All Good are close ones: they have trav­elled to Ecuador twice to visit them (“It’s a fan­tas­tic ex­pe­ri­ence to meet the grow­ers first hand and see how the money they have earned has ben­e­fit­ted their com­mu­nity”) and they are plan­ning a visit to Sierra Leone later this year to put faces to the names of their lat­est sup­pli­ers of cola nuts.

Chris Mor­ri­son and Simon Co­ley. Photo: Sam Ma­hayni

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