Recently, I was describing to a friend what the world looks like in my view. I explained that I see a world where everything is connected. Nature to people and people to each other, a network of connections that come together to create a world full of opportunities.

The pandemic caught us all by surprise;

certainly, the magnitude of the event could not be foreseen. It forced us all to hit the brakes and slow down. It also gave us the possibility to take a step back and reflect on things. Things we normally take for granted when we are led by our busy schedules. The things that really matter.

A couple of years ago, I read Bronnie Ware’s book, The Top Five Regrets of the Dying. In it, she reflects upon the regrets we often have at the end of our lives, including not allowing ourselves to be true to who we are, working too hard, not expressing our feelings more, denying ourselves the chance to be happier and losing connections with friends and family. These regrets are applicable on all levels, regardless of faith or wealth. We have more in common than we think. It was one of the books I read before I resigned from my job, ahead of starting Fairbee. The very human need to stay connected with ourselves and with others is all that matters in the end.

During the pandemic I have sorely missed not being able to physically connect with the people who mean the most to me. Last year I could not celebrate the holidays with the entirety of my family which, more than ever, made me realize how much they mean to me. So, this year, I am crossing my fingers that we will be able to gather together once again.



Fairbee is all about connectivity and opportunity.

Connecting consumers with brands, and brands with other brands or stakeholders. This chain of connections is crucial for ensuring that occasions to generate positive impact are able to flourish. Fairbee as an organization can internally focus on its environmental and social footprint, but 90–95% of the environmental and social impact is in the total chain, from production, labor condition, animal welfare to logistics, so we must cooperate with others.

It is my core belief that we as human beings can find the opportunities needed to solve the challenges we are facing, and cooperation is one of those solutions. Fairbee therefore commits to knowledge sharing, cooperation and transparency. We want to do this with our partners and with our customers. Let us join forces and begin finding opportunities in our connections.

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