A series where we hear from retail’s movers and shakers about how they are tackling the challenge of becoming a greener business in an industry that is far from green – assessing organisational change, eco initiatives, and much more.
Brazil nut brand Truly Nuts launched onto the UK retail scene last year promising to give 25% of its profit back to the Amazon rainforest from where its products are sourced and made.
Having been set up in 2023 and operating direct to consumer and on Amazon, the White Lion Foods company secured its first physical UK retail presence at WHSmith travel stores – with its flavoured Brazil nut snacks and other ranges stocked in 146 shops nationwide.
It is positioning itself as a sustainable brand, largely thanks to its supply chain. It said it empowers women by paying those working in their Amazon-based Brazil nut factory in Peru a 50% higher wage than the minimum, while also being conscious about the environment in which the goods are produced. The factory is powered by the shells of the Brazil nuts in a move that minimises its carbon footprint, too.
Through a collaboration with One Tree Planted, Truly Nuts – founded by former DJs Gareth Lloyd and Greg Vickers – is also ensuring it is planting new trees, regardless of what profit the organisation is generating.
Green Retail World (GRW) caught up with Lloyd (GL) to get an idea of the company’s sustainability credentials, its supply chain, and plans for growth in the months ahead.
GRW: Tell us the story behind Truly Nuts’ development and why are we only just hearing about you in the UK?
GL: The story of Truly Nuts started with a simple idea: bringing high-quality, ethically sourced nuts to a market that’s hungry for sustainability. We’ve been operating in other markets for a while, refining our processes and building strong relationships with our suppliers. The UK is a natural next step for us. It’s a market where people care deeply about where their food comes from and the impact it has on the planet. Frankly, it took us a bit of time to feel ready—we wanted everything, from our supply chain to our packaging, to be rock-solid before we made a splash here. Now, we’re confident that the time is right.
GRW: Why do you describe Truly Nuts as a sustainable brand?
GL: Sustainability is at the heart of everything we do—it’s not just a buzzword for us. For starters, we focus on sourcing nuts from farmers who are committed to sustainable agriculture. That means minimal chemical use, protecting local ecosystems, and ensuring fair wages for workers. Our packaging is recyclable [via the soft plastic collection points now located across the UK] and we’re actively exploring biodegradable options. On top of that, we’re working to keep our carbon footprint in check by optimising shipping routes and consolidating logistics. It’s about making conscious choices at every step to ensure that Truly Nuts has a positive impact on both people and the planet.
GRW: Tell us about your supply chain and your operations in Peru.
GL: Peru is a special place for us—it’s where some of the best Brazil nuts in the world are grown. We work closely with local farming cooperatives in the Amazon rainforest, supporting practices that not only sustain the land but also provide vital income for communities. By prioritising hand-gathering methods and working with certified sustainable suppliers, we’re helping to protect the rainforest from deforestation.
GRW: Word has it that retailers are looking for more sustainable brands; how are your sustainability credentials impacting the conversations you’re having with potential retail partners?
GL: It’s making those conversations a lot easier, to be honest. Retailers are under pressure to meet their own sustainability goals, so when we come to the table with a clear commitment to responsible sourcing and environmental care, it resonates. They want brands that align with their values and can prove their impact. What’s really exciting is that sustainability isn’t just a box-ticking exercise for these retailers anymore—it’s becoming central to their business strategies, and we’re right there with them.
GRW: What are the key plans for the year ahead at Truly Nuts, and how does the Truly Nuts growth story fit alongside plans for the wider group?
GL: This year is all about growth and visibility. We’re aiming to secure partnerships with key UK retailers and increase our presence in the on-the-go snack market. Our success so far demonstrates the potential for innovation and impact within the group and we hope to set a standard for how we continue to champion sustainable practices in the industry.
GRW: How seriously do you think the retail industry is taking sustainability and the climate crisis?
GL: I think we’re past the point of lip service. The climate crisis is forcing retailers to think differently, and it’s clear sustainability is no longer optional. That said, the pace of change could be faster. Some companies are still dragging their feet, but the ones that take it seriously—investing in greener supply chains, circular packaging, and carbon neutrality—are going to come out ahead.
GRW: What are the ‘silver bullets’ that are going to accelerate the retail industry’s work in the sustainability space? Where can the greatest gains be made, quickest?
GL: Collaboration is a huge one—retailers and suppliers need to share best practices and invest in scalable solutions together. Another is innovation in packaging; the quicker we can transition to fully compostable or biodegradable materials, the better. Finally, government incentives can’t be overlooked—policy changes that reward sustainable practices and penalise harmful ones will push the whole industry forward.
At Green Retail World, we are giving retail executives and industry leaders, like Gareth lloyd, a chance to explain how they are enacting environmental change within their organisations. Please contact editor, Ben Sillitoe, if you’d like to put yourself forward for an interview on this key subject. Sharing good practice can help the wider sector move in a positive direction.
[image credit: Truly Nuts]
