About Us

What We Do

Pick Ethical is an online media platform featuring guides, reviews, and sustainable business profiles.

We believe that we have a collective responsibility as an individual, an organisation, and as a global society to protect the planet.

Our Motto

Changing the world, one choice at a time.

Every decision matters, which is why we make it simple for people to make more ethical and sustainable choices.


Our mission is to support people who want to live more sustainably by creating ethical product guides and simple advice without jargon.


The first aim is to create the UK’s best directory of zero wastes stores. Our ultimate goal is to become the go-to place for eco-friendliness.


If you don’t laugh you’ll cry.
We want to make better decisions and point out where we’re going wrong with a smile on our face.

Who We Are

Omar Agor-Wood


Omar started Pick Ethical as a way to help people find their nearest zero-waste stores and as a means to catalogue his discoveries of eco-friendly product alternatives. If he’s not at his laptop, he’s probably at the climbing gym, working on his campervan, or hiking with his dog.

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