Ethical You südameasjaks on pakkuda tooteid, mille tooraine on pärit otse põllult või metsast, kus tootja on lähedas kontaktis tooraine kasvatajaga. Puuduvad kokkuostjad ehk vahelülid, mille läbi saab kasvataja suurema tasu oma toodangu eest, mis omakorda võimaldab inimlikke töötingimusi, puhtaid kasvatusmeetodeid, õiglast palka, laps- ja orjatööjõu mittekasutamist.
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