We’re proud to partner with businesses that share our passion for the natural world and our ambitions for a greener, tree-filled future. This month we caught up with family-owned breakfast cereal company, Spoon, whose mission is to make breakfast better: better tasting, better for consumers, and better for the planet.
Spoon supports The Tree Council via 1% for the Planet, a global network of thousands of businesses and environmental organizations, all working together to support people and the planet.
We asked Spoon founder, Annie, to tell us about their environmental, social and governance (ESG) priorities, the charities they support and why they chose to partner with The Tree Council. But before that, we asked the most important question of all…
What is your favourite tree?
It’s hard to choose just one – but the oat tree would be top if it existed! Since oats grow low to the ground, we’ll go with the apple tree – a symbol of health and nourishment. The apple tree feels close to home for a breakfast brand – a reminder that nutritious, natural food starts with simple ingredients.
Tell us about Spoon’s approach to ESG and your priorities…
Our environmental priorities begin with sourcing. We’re actively building long-term partnerships with our plant-based ingredient suppliers and prioritise regenerative farming practices, particularly for the grains we use. We’re also committed to applying circular principles to all new product development, ensuring our ingredients and packaging contribute to a more regenerative food system.
On the social side, our focus is twofold: consumer health and team wellbeing. We’re proud to be a vegan-certified brand using only natural, plant-based ingredients, and we work with nutrition experts to develop products that support modern health needs. Beyond the bowl, we also invest in workplace wellbeing – offering first-class healthcare and mental health support to our team.
Governance for us means impact-driven accountability. We are committed to donating 1% of our annual sales revenue – both cash and in-kind – to charitable partners who are aligned with our values. These donations help us ensure that Spoon is contributing meaningfully to the communities and ecosystems we’re part of.
In short, we feel that ESG isn’t about ticking boxes – it’s about making real, measurable progress toward a healthier, more sustainable food future.
Why did you choose to partner with The Tree Council?
We felt The Tree Council’s mission perfectly aligns with our commitment to sustainability, the restoration of soil health and biodiversity, and long-term positive environmental impact. We believe that healthy food systems start with healthy soil, and trees play a vital role in restoring the natural balance of our ecosystems and supporting climate resilience.
The Tree Council’s work in connecting people with nature, promoting tree planting, and protecting the UK’s trees reflects our own values of positive, practical action. We felt that by supporting The Tree Council, we wouldn’t just be giving back – we’d be investing in a healthier planet and future food system that supports both people and nature.
What kind of projects and charities do you support?
In addition to The Tree Council, we also support a number of other charities that align closely with our mission.
We support The Vegan Society, and all of our products are certified by them. As a 100% plant-based brand, this partnership reinforces our commitment to health, sustainability, and ethical food choices. Supporting The Vegan Society helps us promote a more conscious way of eating that’s better for animals and the environment.
We also work with FareShare, donating our cereals through in-kind support to help redistribute food to those who need it most. This reflects our belief that nutritious food should be accessible to everyone and supports our contribution toward the UN’s Zero Hunger goal.
Finally, can you tell us a bit more about the 1% for the Planet scheme and why you decided to use it as a way of supporting charities?
1% for the Planet provides a powerful framework for businesses like Spoon to give back in a meaningful and transparent way. As a proud member, we commit to donating 1% of our annual sales revenue to environmental causes through verified non-profit partners. We chose to join the scheme because it’s not just about writing a cheque, it ensures that our impact is aligned with our values and verified by a trusted third party.
We chose to be part of this global movement because it also connects us with like-minded organisations and charities – like The Tree Council – who are doing vital work on the ground. By using this model, we can ensure that our giving is strategic, impactful, and truly part of our business DNA.
We look forward to continuing to work in partnership with Spoon, for the love of trees and nature (and breakfast!)
