Mission & Vision

Our mission is to empower society to make ethical decisions using rewards and convenience of choice, whilst also supporting our fantastic partners to grow through improved visibility and customer reach. 

We’re an ambitious bunch at Ethicul and strongly believe in creating a social movement of positive purchasing!

Our vision is to create 1,000,000 ethical transactions between individuals and ethical businesses across the UK by 2025.  

The Team With The Dream

In middle is Matthew Denford, who originally established the Ethicul concept. Matt has had a passion for entrepreneurship from an early age, and has gained experience within the IT services and FMCG sectors. Matt is a keen sportsman and has played hockey for many years.

On your left is Charlie Jordan, who studied Business Management with Finance. Charlie likes working with numbers and building relationships, previously working in sales within IT distribution. He is big on skiing and has travelled to various resorts in and around Europe.

Ryan Hudson is on the right. He tailored his degree to focus on sustainability in business. He successfully applied this whilst on placement; streamlining the firm’s supply chain to minimise wastage. Ryan enjoys travelling the globe to see his favourite bands and is football mad.

Our Story

Having all moved to Brighton from Portsmouth in 2016 to attend university; we were staggered to see how many fantastic, ethically minded retailers there were in and around the city. We could certainly see why it is among the greenest of town's in the UK, but we still found ourselves shopping with the retailer powerhouses that often ‘greenwash’ their reputations.

This is where we recognised the problem. We didn’t know where these ethically minded organisations were, nor what they had to offer. To us this was crazy, as these are the businesses fighting for the sustainability of our planet, enhancing our communities and improving our well-beings.

Having sat on the idea since, support from our university relit a spark for taking Ethicul forward as we entered the new decade. All three of us recognised that there was still an ongoing need for our proposed solution. Having officially formed in March 2020, we will give the ethically minded retailers the exposure, visibility and reach they deserve for all the fantastic things they do. We are building a unique community of retailers and individuals like no other. Together, we will continue to drive positive change forward; not only for us, but for future generations to come.