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Ethical brand ratings and accreditation since 2001

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How ethical is Pure?

Pure is a brand of spread owned by the Kerry Group which has a below-benchmark score on The Good Shopping Guide’s Ethical Butter, Margarine & Spreads Ratings Table. Although Pure has not yet met our ethical benchmark, we hope to see the brand make progress in the future.

We would have extra confidence in Pure if it submitted itself to apply for Ethical Accreditation, whereby The Good Shopping Guide would make further detailed assessment and recommendations for ethical improvement.

Find out more about the ethical issues facing the Butter, Margarine & Spreads sector.

In which areas does Pure perform poorly?

Pure was marked down under our criteria for Organic due to a lack of certification. It also received a low score for Animal Welfare as Pure’s parent company, Kerry Group, confirms animal testing where required by law, and has been criticised for promoting the use of glue traps for rodent control (which are illegal in Ireland, where the company is based).

Find out more about how we rate by exploring our ethical criteria.

Past Criticisms of Pure’s record

In 2023 Kerry Group was fined $19m over its handling of a salmonella outbreak, and it was ruled that the company was manufacturing cereal products under unsanitary conditions.

In which areas does Pure score well for its ethics?

We found no public record criticisms of Pure relating to Nuclear, Fossil Fuels, Political Donations or Armaments, so it scores well for these criteria.

Kerry Group has a Sustainability Report 2022 which contains targets on carbon emissions, renewable energy, water and waste, so Pure gets a top rating for its Environmental Report.

How can Pure improve its ethical rating?

The below-benchmark score that Pure is awarded with on The Good Shopping Guide’s Ethical Butter, Margarine & Spreads Ratings Table is the result of an evaluation of multiple ethical criteria.

To reach our minimum ethical benchmark and qualify for Ethical Accreditation, Pure has some issues to resolve, including its lack of a GMO statement or Organic certification. If it applies for Ethical Accreditation, The Good Shopping Guide will be able to give Pure some guidance to improve on these areas.

Were you aware that your brand could benefit from Ethical Accreditation? Brands accredited by The Good Shopping Guide can display our ethical mark, showcasing to consumers that it is an ethical and sustainable brand.

If you’re interested in learning more about how to attain Ethical Accreditation, please contact us or complete a Free Initial Assessment form.

Ethical performance in category


GSG score


GSG category benchmark


Ethical Rating


  • Environmental Report


  • Genetic Modification


  • Organic


  • Nuclear Power


  • Fossil Fuels



  • Animal Welfare


  • Vegetarian/Vegan Verified



  • Armaments


  • Political Donations



  • Ethical Accreditation


  • Public Record Criticisms


= GSG Top Rating = GSG Middle Rating = GSG Bottom Rating