This article was created in collaboration with Whistlefish.
Whistlefish was founded in 1996 when artist Lyn Thompson started selling her unique cards at craft fairs across Cornwall. Her success led to the opening of the first Whistlefish gallery in St Ives in 1998 (named after the small fish commonly found in the rockpools of St Ives). Today, the company proudly operates 10 galleries across the South West. They are dedicated to offering high-quality, affordable art, cards, and gifts, collaborating with talented artists and their team of in-house designers in Cornwall to create exclusive collections.
Green Matters
Whistlefish believe in making a real difference locally, environmentally, artistically, and consciously. Sustainability is at the heart of their operations, and they are committed to using environmentally friendly materials and processes in all their products. Their 'Green Matters' initiative is their commitment to creating a sustainable future. It is at the heart of everything they do—from design and production to distribution and product longevity. As part of this initiative, they have five key pledges to minimise their environmental impact.
Plastic Free Pledge
Whistlefish have eliminated plastic packaging slips by introducing 100% recyclable stickers to secure cards and envelopes. In 2021, this change prevented 6.3 million plastic slips from reaching landfills. They've also replaced plastic wraps for wrapping paper packs, tea towels, and other homeware goods with recycled paper and cardboard alternatives.
Paper Pledge
Paper is at the heart of their business, so ensuring they’re sourcing this in the most sustainable way is very important to them. As a Forest Stewardship Council (FSC) certified company (FSC®C004002), Whistlefish uses FSC Recycled paper for their greetings cards and FSC Recycled or FSC Mix papers for their envelopes. They made the move to using 100% recycled paper in their greetings cards in 2020, to help reduce the pressure on forests and to reduce the amount of paper heading to landfill.
Product Pledge
Prioritising British, especially Cornish, suppliers, Whistlefish reduces product miles and their carbon footprint while supporting local industries and communities. As a former small business, they collaborate with other small, producers who share their environmental and ethical values.
Printing Pledge
Whistlefish work with local printing companies that are committed to increasing their efficiency and capacity to deliver the highest sustainability standards. Vegetable-based inks are used when printing their cards and wrap, and any waste ink is taken away and used as fuel in furnaces in place of coal, gas or oil or used as a hardening in making concrete. Their printers also participate in a Zero Foil 2 Landfill scheme, converting foil waste into solid recovered fuel. Whistlefish also ensure that all foiling finishes on their cards are 100% recyclable, without the need to cut these sections out of the cards.
Plant a Tree Pledge
Whistlefish deeply value the paper they use, recognising its origin from trees that are vital for wildlife habitats and combating climate change. To offset their environmental impact, they’ve partnered with Plant One Cornwall to create woodland habitats in Cornwall, committing to establishing at least 0.5 hectares of new woodlands annually. This initiative supports the creation of Celtic rainforests and preserves Cornwall’s natural beauty. They also invite their customers to join in by adding a pound to their orders, contributing to a legacy of greener landscapes for future generations.
Find out more about Whistlefish on their website: https://whistlefish.com/pages/green-matters