Homeware supplier and POC Member, Pure Table Top, has launched its new range in collaboration with the Eden Project, also a POC Member, debuting the first commercially available homewares digital product passport (DPP).
This achievement is a result of multiple cross-industry collaborations to break ground in traceable and sustainable homewares. The collection is inspired by the Mediterranean Biome at the Eden Project, and features hand-drawn designs of tomato vines, olive branches, chilli peppers and herbs grown in the Biome and bringing a taste of sunny mediterranean climes to the home. The range is included in Pure Table Top’s more sustainable category brand, PurerHome.
When Pure Table Top began on its sustainability journey, it realised it was difficult to get a clear picture of its supply chain, explained Tanith Sellics, founder and director of Pure Table Top, at the POC Conference 2024. So, they enlisted the help of sustainability measuring software platform, Dayrize, to assess the impact the company was having, to better understand and address their sustainability goals.
At the Products of Change Conference in 2023, Tanith was introduced to Fabacus, the global technology business specialists for licensing and retail. Fabacus had recently implemented its technology by launching digital product passports for clothing brand, Nobody’s Child. This was the next step for Pure Table Top to reduce its impact in its supply chain, as “Without traceability, there is no accountability,” said Tanith.
Pure Table Top then actioned this by teaming up with fellow POC Member, the Eden Project, to create the first range of UK housewares that not only have a digital product passport, but a Dayrize score.
Tanith commented, “Together with Dayrize and Fabacus and their cutting-edge technology, we are able to deliver a really strong educational piece for our customers, to help our retail customers as well as the consumer understand the impact and the choices that they are making with their purchases.”
Every product in the range has been designed in the UK and is befit with a digital product passport which documents every step of its supply chain journey. The dinnerware collection is created from long-lasting, durable, natural stoneware, made from 40% recycled ceramic material, certified by the Global Recycled Standard (GRS). Meanwhile, the kitchen textiles in the range are made from 100% recycled cotton. The products are all packaged in FSC certified or recycled card packaging, with a percentage of every sale supporting the Eden Project’s charitable initiatives, from habitat regeneration across the UK to social prescribing and connecting people with nature.
Lucie Taff, head of brands and marketing at Pure Table Top, commented, “Working on new brand, PurerHome, has been an exciting development in our sustainability journey and our commitment as a business to use our work as a force for good. Our launch collaboration with the Eden Project is the exciting first step to help us create a conscious collection that builds relationships between people and the natural world and helps us to consider the environmental impact of our purchasing decisions.”
To view the full collection, click here.
