For you keen-eyed early adopters who have used WOW’s organic cleaning products in the past, you may have noticed a subtle recent change to the name of our company, from ‘Wild Organic Wash’ to ‘Wild Organic Ways’.
One reason for the name change was that the more we started learning about the uses of camphor in various cultures throughout the ages, the more we realised how versatile it is a base ingredient.
So while we currently use camphor extract to make chemical-free cleaning products, we foresee a time when we will be expanding our range with new camphor-based products - insect repellents, organic herbicides, hair health products - we are excited by the potential applications of this vastly under-utilised resource we are discovering all the time.
The other reason - probably the main one - is because we quickly realised we didn’t want to be just another brand jumping on the ‘natural cleaning products’ bandwagon. We believe that creating an effective natural surface cleaner or plant-based body wash is only a small percentage of the overall solution our society needs, if we are to avoid extreme environmental disasters.
The problem is much bigger, and it involves a complete re-imagining of how we consume stuff - from the linear take - make- throw away model, to a more circular re-use- recycle - repeat model where all of us, producers and consumers alike, pay more than lip service to our precious planet and the future generations who will inhabit it.
So that’s why we changed our name. Now it’s up to all of us to change our ways.