Understanding marketing and ‘eco’ labelling… With a high price tag to you?
A question. Why should a (dish) Washing Up Liquid have in their “Does Not Include” list, the opticalbrightener? This agent is in fact used in Laundry cleaning products and even some cosmetics, not dish washing up liquids! (🔅) It always puzzles us when we see a “do not contain” ingredient which obviously would not be in a specific product anyway.
DYK SESI does not use optical brighteners in our Laundry Liquid? Needless to say, neither is it in our Washing Up liquid! simply because it is not a relevant ingredient for this product!
🔅 “Optical brighteners, optical brightening agents (OBAs), fluorescent brightening agents (FBAs), or fluorescent whitening agents (FWAs), are chemical compounds that absorb light in the ultraviolet and violet region (usually 340-370 nm) of the electromagnetic spectrum, and re-emit light in the blue region (typically 420-470 nm) by fluorescence. Fluorescent emission is a short-lived period of light emission by a fluorophore, unlike phosphorescence, which is long-lived. These additives are often used to enhance the appearance of color of fabric and paper, causing a “whitening” effect; they make intrinsically yellow/orange materials look less so, by compensating the deficit in blue and purple light reflected by the material, with the blue and purple optical emission of the fluorophore.” From Optical_Brightener_Wiki but verifiable from any other reliable source.
Should we not rather know the uncomfortable truth about things? We can only work with what we know. Most people haven’t got the time to inspect every step and products microscopically but at SESI we are all about the questions and trying to find the answers with our stockists and customers. Under EU and UK law we could just be complaisant and provide minimum info and dress it up with generic, green language; at SESI will continue to dig deep, be bold and involve you in the discussion so that together we can effect change. We do want the majorities to be able to refill an affordable product! Transparency is everything 
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As the lovely The Zero-Waste Chef says “Don’t be perfect”
