The short answer: because organic is one of many levers, and it's not our first one at the moment. The long answer is more interesting.
The question we hear most often
"Why isn't your product organic?"
We could wait until someone asks it on Instagram. But we won't — here's the detailed version.
What an organic label regulates and what it doesn't
Organic primarily regulates cultivation: plant protection, fertilizers, permitted additives, and processing. This is very valuable, and we don't downplay it.
However, it says nothing about working conditions along the supply chain. Nothing about transport routes. Nothing about packaging materials. Nothing about how fairly prices are negotiated. And nothing about whether the underlying business is economically stable enough to bring about long-term change at all.
Organic is a very good answer to one of several questions. Not to all of them.
Why we prioritize function
Nutrons is a functional product — that's the core, not an addition.
For example, creatine monohydrate is synthetically produced. A product with added functional ingredients of this kind cannot easily be labeled organic according to the EU organic regulation. [# To be legally reviewed before this paragraph goes live]
So we would either have to forgo the function that gives the product its purpose, or the label. We chose function. For now — not forever.
What we do instead
Production in Europe instead of overseas. Our nut specialist is located in Slovenia. Short distances, direct contact, and we can go there if something needs to be clarified. This is more mundane than it sounds and affects almost everything.
Partnership instead of price pressure. [# Coordinate wording with Philip — be specific without revealing contractual details]
Packaging with purpose. Protective gas keeps the nuts fresh. This sounds like an effort, but it prevents goods from spoiling — and spoiled goods are the most expensive form of waste. And instead of a paper insert, there is a QR code.
Impact through the community. In the medium term, missions should trigger real actions, not just points. [# Specify once the mission system is in place]
Why we say "Impact" and not "Sustainability"
Sustainability is a valid term that has grown tired in advertising. For most, it now means "something eco-friendly" — and it describes a state that is maintained.
We want to make a difference, not just maintain. Ecologically, socially, and economically. That's why we talk about Real Life Impact.
This is not an excuse for doing less. It is a higher standard — and that's exactly what you can hold us to.
What we haven't solved yet
The uncomfortable part, and the most important:
[# Name two to three specific open issues — Candidates: packaging material and recyclability, origin traceability of individual raw materials, CO₂ balance, organic content of individual ingredients]
We will write it here as soon as we know more. And we will also write it if we don't succeed.
"A label is a promise someone else makes for you. I prefer you ask us yourselves." — Hazel Heart
→ Where our nuts come from is in the post "[# Insert title]".