SUSTAINABILITY
Our initial order was based on a questionnaire, where we asked people what they’d like to get – we had more than 200 responses, and then people kept on asking for different things"
of recycled containers available for impromptu purchases), which are weighed before being topped up with lentils, cornflakes, washing liquid – the list of available products is extensive and ever-growing. “Our initial order was based on a questionnaire, where we asked people what they’d like to get – we had more than 200 responses, and then people kept on asking for different things: chia seeds, linseeds…” Johanna explains. “That’s how we grow. The lifestyle range has expanded in the same way, with people asking for sponges, moisturisers and so on.” Emma adds: “We have a great range of soap bars, shampoo bars, deodorants and balms from Zero Waste Path, or ZWP. They’re our neighbours at the industrial unit where we store our bulk orders, so we have a super- low carbon transfer on ZWP products. We had hot chocolate with them last night! On the food side, people are really loving the nutritional yeast, plus our oats, pasta, nuts… we also have a lot of UK-grown crops, like quinoa – and we just brought on the first crop of UK-grown chickpeas, from Hodmedod. People who are into sustainability really want to support that innovation and UK growers. We’ve also got some Unsponges that just arrived – they’re fabric, made from recycled materials. We’ve had people asking, but it’s been
IMAGES Full Circle’s stall on Cambridge Market offers a range of eco-conscious, sustainable products
difficult to find products that tick all our boxes. So that’s been another surprise: suddenly I’m getting excited about sponges…” she laughs. That box ticking is not just ‘box ticking’ per se: Full Circle is extremely scrupulous about the suppliers it works with and the products it stocks. “We can be quite strict,” Emma says. “So – water bottles are a good example – because we don’t yet have a bricks-and-mortar shop, some companies won’t supply to us. We want to know about working conditions, we want to make sure it’s not packaged in plastics, or those biodegradable alternatives that still go to landfills. We thought we’d found the perfect water bottle but when it arrived, it was wrapped in biodegradable plastics, so for us that was a no – and we’ve not been able to find an alternative because worker conditions have been a hurdle.”
Full Circle applies the same level of scrutiny to its small makers as to larger suppliers. “There are a lot of makers who are doing amazing things, but maybe not realising they’re not doing the ideal, so we talk to them about that,” Emma says. “We’re all still used to ‘Oh, I want this now’ – but if we run out of stock, it may be a couple of weeks, because a real person is making that product, and they need a balanced life as well. They need to sleep, they need a holiday, time with the kids – it’s been really good to open up those conversations and slow everyone down. We’re a small business, we need time, too – and our customers support that, they get it.” It stands to reason that Full Circle’s customers would share the same values as the store’s creators, but the trio have been thrilled by the warm reception they’ve found in Cambridge. “The thing that’s struck me is the
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