based in: west sussex, uk founded by: joanna crofts, 2013 products: home & living
everything started with jo, a motivated working mom with two young children who did not want to accept waste as an inevitable consequence of how society consumes products. Having already set up a reusable nappy network, she was constantly looking for ways to reduce plastic use and to cut single-use household plastics out of her life. but she struggled to find the right products. either the plastic-free alternatives she looked for did not exist, or they weren’t truly plastic-free, biodegradable, or compostable. With a firm belief that no matter what you are looking for, there is almost always an option that is comparable in price, equal or better in quality, and that doesn’t come at the expense of others or our planet and as a mum who values family above all and wants to be able to tell her children that she did everything she could to be part of the solution, she took action. and so, ecoliving was established to support small independent companies that shared jo's vision.