The declaration of "No Bullshit" on our website is a message to everyone, both inside and outside our company, about how we aspire to be. It does not say that we are perfect, but it does say that we promise to do everything we can to defend our values, which are honesty and transparency. We are not saying that we never make mistakes!

This constant internal effort is in my eyes a major part of who we are. This is particularly true in a world where many companies (even those that are questionable) proclaim themselves to be clean, organic, green... not because these are the values that they believe in, but because they’ve jumped on the bandwagon.

We are not one of those companies. We believe that integrity in these values should be the norm, and we aspire to act in a way that is consistent with them. Being honest with our customers, focusing on the long term for our business, and entering into a relationship of trust with people that we ourselves identify with: this is who we want to be.