We should ask Y more often.  
Why do we eat what we eat? Why don’t we know where our food comes from? Why are there so many choices, but no simple option? Why did we stop questioning Y? 

We decided to ask Y and challenge standards in the food and drink industry. 
We question to improve the wellbeing of people and planet. And more importantly, to do something about it. We are committed to knowing all there is to know about our products and sharing everything we know with you.  As a business we have set a plan to address the following areas by 2025, outlined in our Purpose Manifesto.  

So Y do we do what we do?  
Food and drink shouldn’t cost the earth. We here for you, creating products that not only do good but also taste mind-blowingly good.  Remember, you have a choice. So, why the ‘y’? Because there’s always an alternative.