Pure, cleaning products in tune with the times

Pure is a human and ecological story that began in 2009 in Saint-Alexandre-de-Karamouska. In addition to offering a fine selection of cleaning and household products with safe, effective ingredients, the company has set itself apart from the start by focusing on bulk. Convinced that this was the right way to go, and reassured by the positive reception from the community, Pure has continued to grow steadily to become a key player in the Quebec cleaning products market.

Jenyfer Hodgson, Director of Communications and Marketing, talks to La Boite à Grains and gives us a little more insight into Pure's recipe for success.

Interview with Jenyfer Hodgson from Pure

Can you tell us more about the beginnings and history of Pure?

Jenyfer Hodgson (Pure's Director of Communications and Marketing) Basically, Total Fabrication is the name of the manufacturing plant. We're in Saint-Alexandre-de-Kamouraska. In 2008, the owners decided to create their own brand because, together with the laboratory, they had succeeded in creating and marketing a phosphate-free organic detergent that was the first in Quebec. Pure was born in 2009.

And from day 1, to compete with the big-box products, we decided to offer our products in bulk, because we were aware of the stakes. Between the price of the cork, the bottle and the label, going for bulk is initially a question of saving money, but the environmental impact is impressive.

With zero waste distribution, every time we deliver products to our customers, we collect our cans. That's over 2 million bottles saved from the river every year.

How has the company evolved?

Jenyfer Hodgson : Little by little, we've made our mark, mainly in independent shops. Our aim is to work as a team. We've surrounded ourselves with partners who share the same values as we do, focusing on local sourcing and giving priority to Quebec products.

One of the keys to success, of course, is to ensure an impeccable in-store experience for our customers.

One word that comes up a lot when we talk about Pure is transparency...

Jennyfer Hodgson: Yes, we are as transparent as our bottles! Transparency is a word that really sticks with the brand, because in the household products industry, it's incredibly important. We highlight all our ingredients on our label. On our website, we've drawn up an ingredient charter, because we're really committed to education.

It's important for families to have organic products in the home for our health, for our pets' health and for babies. Often, we want to do the right thing for the planet, but we don't know where to start. But I find soap so easy. It's an everyday product.

We also stand out for our distribution concept Flyer, which is unique in Quebec. We cover all of Ontario, Quebec and the Maritimes this way, bringing empty cans back to our plant.

Pure in a few words

• Founded in Quebec in 2009
• A wide selection of eco-friendly bulk cleaning products
• Some forty employees
• 2 million bottles saved every year

Bulk, yes, but we also hear you talking about refills...

Jenyfer Hodgson: Personally, bulk is a word I'm slowly abandoning. It sometimes gets a bad press. It puts pressure on people. I prefer to use the word refill. The bottle is refillable, a bottle for life.

How can we continue to convert more people?

Jenyfer Hodgson : When you tell the world that 75% of the cost of conventional household products is the packaging, the bottle and the label, you'd better bring your own bottle. Everything's expensive these days, and even for everyday products, it's worth asking yourself where to invest your money.

Since the beginning of the year, with everything that's happened, the price war, I think people are much more ready to make the switch. I think it's a wave that people are getting on board with. It makes sense to promote local and responsible purchasing.

If there were one or two flagship products, a must-try for those who don't know Pure?

Jenyfer Hodgson : First, there's ultra-concentrated multi-purpose cleaner. It lasts 400 uses. It's safe to say that if you buy this, you may not need to go and recharge it quickly. It's like me, I think, I haven't recharged mine for three years, but I use it. It does all surfaces, mirrors, counters, your car, your floor. These ingredients are safe for our waterways and ecosystems. And I think it shows people that you don't need 18 chemicals to wash your house.

I can't pass up laundry detergent. We offer one of the most economical loads on the market. It's suitable for everyone and dissolves over 95% in water. Keep in mind that we're the first phosphate-free detergent in Quebec. It's refillable, which makes the price even more economical. And it's a product that's used a lot-about forty bottles per family per year. And by choosing Pure, it seems that the blue bin overflows a little less.

Looking ahead, what will Pure look like in 5 or 10 years' time?

Jenyfer Hodgson : Well, personally, I'd have to say that we'll continue to make ourselves known, home by home. That's how I see our potential. Of course, locally in Bas-Saint-Laurent, Rivière-du-Loup, Kamouraska, you can't go to someone who doesn't have Pure at home, it doesn't exist.

We're very active and we'll continue to be so at festivals and popular gatherings, to convince people and raise awareness about waste reduction. I think we're really part of the solution through our internal actions.

What 3 words best define Pure?

Jenyfer Hodgson : I'd say transparent, caring and eco-responsible. Our values are based on fair and sustainable actions.

Thank you very much Jenyfer Hodgson for answering our questions!

Find out more about the Pure product range, please click here.