Loving Earth is based on the philosophy that the earth is a living organism, popularised by James Lovelock’s Gaia theory.
The very same idea is at the heart of many indigenous cultures around the world. This philosophy consists of an immense respect for our environment, recognising our own physical bodies as being an indispensable part of that environment. Accordingly, the three central principles of Loving Earth are Healthy - Sustainable – Fair. These ideals have been extremely important to us since the beginning and are the foundation of everything that we do.