August 6th 2026
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WellBeing Magazine
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We speak with Earth Choice, Brand Manager Annabel Rafferty, who shares the history, passion and purpose behind Earth Choice, pionnering plant-based, sustainable cleaning products and leading the way in responsible Australian manufacturing. Proving that powerful cleaning and sustainability can go hand in hand.
Share some insights with the audience on your brand story.
Earth Choice has been proudly Australian made and family owned for 45 years. Established in 1981 at the foothills of Australia’s serene Dandenong Ranges, our environmentally conscious founder Terry Dowel set out on a mission to create a healthier, more sustainable world through offering Australians better alternatives to traditional cleaning products made from harmful chemicals.
Making safer choices more accessible to everyday Australians was central to Terry’s vision, with the belief that collective action has the power to drive meaningful change.
Working as a chemist’s assistant, Terry used his knowledge in green chemistry to develop formulations made from renewable and
plant-based ingredients that are readily biodegradable and safer for people to use, particularly those with health conditions such as skin
sensitivity and asthma.
As a proud Australian family-owned brand, we understand the importance of trust and integrity. Our journey is rooted in the values of
transparency, quality, and affordability, making eco-friendly living accessible to every Australian household.
Earth Choice’s commitment to sustainability and minimising environmental impact goes beyond our formulations, taking the full product
lifecycle into consideration from start to finish. In 2005, we became the first manufacturer to produce our recyclable bottles from 100%
post-consumer recycled plastic, supporting a circular closed loop system that minimises plastic waste going to landfill. In 2019, 5,000 solar panels were installed on our factory roof, saving over 1,500 tonnes of carbon emissions every year.
What started as a humble vision has grown in a trailblazing movement, setting the standard for effective cleaning and leading the way in green chemistry and responsible manufacturing.
If a consumer was new to your brand, what product in your range should they start with and why?
We recently launched our Earth Choice Power Degreaser Multipurpose which is fantastic for removing oil and grease from stovetops,
splashbacks and even air fryers! What’s more is it contains none of the harsh chemicals commonly found in toxic degreasers such as Sodium Hydroxide, Potassium Hydroxide, Ethanolamines (DEA & TEA) or Glycol Ethers, making it safer for you and our planet.
What is one of the highlights of the brand journey to date?
Earth Choice is proud to be the original pioneer of sustainable approaches to household cleaning and is still Australia’s number one
sustainable household cleaning brand.
Where can we buy your product?
Coles, Woolworths, Chemist Warehouse and Select Independent Supermarkets. to view all products
Website earthchoice.com.au
Phone No. 0429 707 915
The post Earth Choice: Making Sustainable Cleaning an Everday Choice appeared first on WellBeing Magazine.
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