A grocery ecommerce startup committed to planting one million trees by 2025.

Bother was created as a reimagining of household shopping aiming to reduce the environmental impact of one of the largest industries in Europe. Our aim is to simplify people’s lives while making better choices easier to make. But it's not just our product selection that makes us a better choice, it's how we work. Our supply chain is so much more efficient we estimate that if you shop with us for a year, you'll save the same amount of CO2 as going vegetarian!

We want to make sure we look after our planet, which is why we're committing to this pledge. We plant trees through Ecologi and offset the carbon of each employee and their families (currently 20 and growing) because actions speak louder than words.

“The time has come for real action on climate change and it’s too late for reductionist ideas that do not scale to have an impact.

We need solutions for the masses that are scalable and viable both for consumers and manufacturers, to provide real self-sustaining change. It is up to companies to provide those solutions. 90% of our impact on the environment comes not from what we consume, but from the way in which we consume it (Scope 3 emissions).

In order to stand any chance of reversing the tide therefore, we need to rethink not just what we buy, but the way we buy it and if companies can make it easier, convenient and viable for consumers to change their habits on a mass scale, then we still have a real chance to make a big impact to the planet in a relatively short period of time. We need to think outside the box however. We need to change industries, not just individuals.”

Douglas Morton, CEO and Founder

Trees planted so far


Trees pledged so far


Seriously considering it?

Imagine how it would feel to have planted 1 million trees, being part of this number, knowing you’re going way beyond your carbon footprint to help reverse climate change.