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Making business work better

A few years into Seagreens, after our customary period of silence each morning, we wrote on a flip chart the names of everyone who made up the Seagreens business.

Beside each name we added the kind of relationship we had with these people - consumer, retailer, wholesaler, nutritionist, supplier, media, and so on.

Several Pentel markers later - 
and sheets of names still coming - my colleague Rachel Rowland and I contemplated the diversity and quality of these relationships.

A few had been in touch that morning. Others not since Seagreens began.

A small group met in London on a regular basis to guide its beginnings - a young nutritionist Alex Kirchin; a food industry consultant Simon Wright; a graphic designer Adrian Whitefoord; an advertising executive Me; a student Natasha Langdon; and a financial adviser, Bernard Woods

Through various organizations and activities including Seagreens, I have tried to promote the idea that 'business for a better world is also a better world for business'.

In an interview in Walnut Magazine in July 2017, there is more on this theme - please click here.

With Seagreens I wanted to create a global brand 'to deliver goodness and value in all our relationships'.

This aim should guide our decisions and behaviour - product quality, packaging, telephone manner, selection of business partners and customers, and our treatment of suppliers.

Instead of using Seagreens to make profits which in a conventional business model might support altruistic projects elsewhere, Seagreens should be the altruistic project itself.

This sort of work is the heart of life, not separate from it. Business which must serve the greater good.


2018 is our 20th anniversary.

Around the brand we are building a consortium of independent companies and individuals, fully integrated from ocean to end user, who are part of the Seagreens business.

Together with our many customers around the world, this is the Seagreens® International Partnership®.

Every day, our list of names grows longer...


The degree to which Seagreens manifests its founding idea is for you to judge. 

There is a Partnership Council where customers and consortium partners can raise any matter of concern -

Please contribute.

In the British Isles and Nordic region, we have an exceptional opportunity to develop a world class seaweed industry for human nutrition.

Operated to the highest standards of quality and sustainability we can play our part in a natural cycle - in particular, returning valuable and depleted micronutrients to the food chain and our agriculture.

I said more about this at the 1st Annual Conference of the Seaweed Health Foundation at the Natural History Museum in London in 2012 - please click here.

The Foundation has a very specific and independent constitution and purposes, beyond my own and those of Seagreens. 

These are to ensure three cornerstones of a sustainable global enterprise in nutritious food seaweed: research, standards, and information - to the same high standards.


Unlike many business ventures, this enterprise is not being developed for sale.

The hope is that it will long continue to be administered by the Seagreens Trust, whose administrators will be drawn from all parts of the Partnership and beyond.

The model is in place. There is no rush and no need to compromise.

Our most loyal customers will decide how fast and how far it will grow.