How ethical is The Pure Option?
The Pure Option is one of The GOOD Shopping Guide’s top-rated ethical brands and is featured on our list of the Top 200 Ethical Businesses. The Pure Option offers eco-friendly packaging that’s completely plastic-free, and was first awarded with Ethical Accreditation from The GOOD Shopping Guide in 2025.
In which areas does The Pure Option perform well?
The Pure Option performs well across all of our ethical research areas: the Environment, Animals and People. The Pure Option champions the importance of environmentally conscious packaging in an industry notorious for single use plastic. The Pure Option’s use of plant-based materials makes it biodegradable, compostable and sustainable, and therefore earns a top rating under our Environmental criteria. Its clear ethical ethos and innovation have propelled the business to the largest range of plant-based biodegradable packaging in Europe.
What makes The Pure Option so ethical?
Specialising in food packaging including disposable cutlery, boxes and trays (all plant-based and sustainable) The Pure Option demonstrates that there is a better way to enjoy food without taking a major toll on the planet. These values are embedded throughout The Pure Option’s business practices. The company is already net zero, and working towards carbon negative status, a huge achievement for any business. On top of that, The Pure Option only uses 100% green energy and shares its profits with its employees and charities.
As well as this, we found no negative records for fossil fuels, armaments or political donations associated with The Pure Option.
How did The Pure Option attain Ethical Accreditation?
The Pure Option has attained Ethical Accreditation from The GOOD Shopping Guide. This involved an application process and a full review of the brand’s ethical policies and practices. The Pure Option is subject to regular reviews to ensure the company maintains high ethical standards.
As a result, The Pure Option is permitted to use our GOOD Shopping Guide Ethical logo, which certifies the brand’s ethical status and allows consumers to recognise The Pure Option as an ethical brand.
Take a look at The Pure Option’s offerings on its website here.