A campaign by Whole Food Earth. Kiuki supports it, and has signed nothing.
Why Kiuki supports The Whole Plate
The campaign’s own line: “Most of your plate. Most of the time.”
Kiuki supports The Whole Plate, a campaign run by Whole Food Earth. The whole of it fits in one sentence: most of your plate, most of the time, is whole or minimally processed food. Kiuki has signed nothing and holds no mark under the campaign’s Standard.
The campaign sets out what UK adults and children actually eat, with its sources, on its own page. The response is deliberately unheroic. It does not ask for a diet. It asks for most of the plate, most of the time, and leaves room for the rest: nothing to buy, nothing to count, five rules of thumb with the forgiveness built in. They run to things like the length of an ingredient list, the number of meals you cook in a week, how much of the plate is plants, and what counts as a treat.
That is the part we find persuasive. A rule you can keep on a bad week is worth more than one you abandon in February.
Kiuki is a shop, so this is not a disinterested view. We make money either way, and the easiest things to sell are rarely the plainest ones. That is why it seemed worth backing a campaign that asks people to buy fewer things with long ingredient lists — including some of the things we sell.
What supporting it means
Support here amounts to three things: this page, one quiet line in the footer of every page on Kiuki, and a link out. That is the whole of it. This page is ours, not theirs.
Kiuki holds no mark under it. The Whole Plate Standard, which launches with Whole Plate September 2026, is a mark earned by individual products, and the campaign is blunt about how it works: “a mark you earn, not a badge you buy”. Kiuki does not hold it, and does not display it as its own.
Neither route into it is open to us. The mark itself is earned by products, and Kiuki makes none. Separately, a company whose range is at least 70% compliant can sign up behind the Standard — one requirement among several — and ours runs to beauty, household cleaning, candles and crystals, and pet food alongside the groceries, and to plenty of food nobody would call whole. Pretending otherwise would be the sort of thing the campaign exists to argue against.
Support runs one way. We point at them. The Whole Plate has not endorsed Kiuki, and nothing on this page should be read as though it had.
Whole Food Earth is one of our suppliers. The company behind The Whole Plate is also one of the two suppliers behind this catalogue — roughly a thousand of the products listed here are supplied by them. We would rather you heard that from us than found it out afterwards.
Where to start
The way in is a free 30-day email: one short message a day, each with a swap, a recipe or a small idea. Nothing to buy, nothing to count. Kiuki has no part in it, and does not receive the list. It lives on Whole Food Earth’s own page, along with the five rules and the rest of the campaign. Read it there rather than here.