We started this business with one purpose: to raise awareness and funds for charities tackling modern slavery.
You’ll often see us say “100% of our profit is donated.” Here’s what that means.

What do we mean by “profit”?

There are a few definitions out there, but the one we go with is simple:

Profit is what’s left after covering all the costs.

Like any business, we have operating costs. But we’re lucky—some incredible people in our supply chain offer discounts or even donate their services to support the cause. We’re hugely grateful for them.

Our operating costs include employing people. In the early days, we donated our time. But as the business has grown, we now receive wages.

So… you’re employed by the business—does that mean you can decide how much you earn and pay yourselves the big bucks?

Nope.

While we do work in the business, our wages are set by an independent board of directors.

We are not allowed to influence their decisions. Wages are aligned with market standards—and often below.

Who ensures the profits are actually donated?

Great question.

We’re a charitable company, registered under Charity Number CC55717. It’s written into our constitution that we must donate our profits to registered charities.

To keep us accountable, Charities Services requires us to submit full financial disclosures every year. They’re the ones who make sure we walk the talk.

When do you donate the profits?

To remain viable, we can’t give away all profit immediately. Like many social enterprises, we need to retain some funds for working capital and reinvestment.

Take red wine, for example—we often don’t see a return for up to 24 months. That’s why our goal is to donate profits from two financial years ago. We do want to make the disclaimer that this is as our cash flow allows us to do so.

 All profit will be donated, sometimes it’s a matter of timing.

Being a registered charity also means that no shareholders are allowed to draw earnings.