Meet the speaker - Titta Jones

Titta Jones is managing director and co-founder of eco cleaning brand, Lilly’s Eco Clean. Here she tells us more about the benefits of her range over conventional cleaning products, and what visitors can expect from her session in the Natural Theatre.

What inspired you to begin Lilly’s Eco Clean?

My best pal and co founder Lilly. She was running a ‘one woman’ cleaning enterprise doing extremely well, but originally she used the conventional chemical products. Without connecting the dots at first, she got really ill. She had sever sinusitis, coughing and sneezing, which caused her to also injure her back. After trying all possible treatments she couldn’t find a cure, until she found the book: Cleaning yourself to death: How safe is your home? by Pat Thomas. She investigated the matter a bit more and completely discontinued using any conventional chemicals for her work. She started to make her own products (original versions of our current vinegar and essential oil products).

Three things happened – she ‘detoxed’ and healed, her customers were still happy with the results, and finally, they noticed a big difference in their home environments with Lilly’s new products. Even the air was now clean. I was so inspired by that and I felt this is something every family should have access to. So we started the manufacturing and ‘got into it’right away. Lilly has now moved on to a new career, but I continue running the business – but we still see each other a lot.

What differentiates your range from other eco cleaning products on the market?

All our surface cleaners are completely unique formulas, slightly modernised versions from Lilly’s cleaning business formulas. We use food grade vinegar and only essential oils, as well as our own blend of plant based surfactants. As the products were first created for professional cleaning, we always aim for same or better efficacy than conventional products. It is not just removing some baddies – we have started from scratch. Our Washing Up Liquid is a triple concentrated formula, and our Non Bio Laundry liquids are also made to meet with demanding requirements for modern lifestyles. We have achieved this with a bit of creative thinking, simplicity and of course, consideration of science and chemistry with sustainability.

If you had to pick just one of your products, that you swear by and couldn’t live without, which would it be and why?

This is a hard one but I think if I only had to keep one to get everything done, it would have to be the Degreaser. It is harmless enough to wash up pots if needed, but will also tackle oven cleaning and descaling, and it would possibly help with some laundry, as well as window cleaning. But I would not replace our Non Bio Laundry liquid that easily.

Are there any new products or ventures you’re planning on branching out into?

At the moment we’re thinking a lot about how we work towards zero waste systems. With cleaning chemicals, there are certain health and safety considerations that must be taken into consideration, so zero packaging is not realistic. However we can always improve and try to make things more simplified and convenient. Also people continuously ask us for some personal care products etc. but at the moment, we are focusing on the cleaning side of things.

Why should health stores and retailers consider selling eco cleaning products in their stores?

The conventional cleaning products are still holding over 95% of the total market. They contribute a lot to people’s ill health and we know there are a lot of customers who make positive changes in their lifestyle with food, organic foods, and supplements to improve their health – yet they use the standard cleaning chemicals. Eco cleaners should be next – even before personal care products. Detoxing the home from these chemicals is a real detox for the body too, just like what happened to Lilly.

What is the one thing you want visitors to take away from your session at Natural Products Scandinavia?

I would like visitors to see what opportunities a new view and knowledge in cleaning, and the basic chemistry of it, can add to their customer service.

Titta will be speaking in the Natural Theatre on 15 November at 11:30 – 12:15pm

Natural Products Scandinavia will return to Malmö, Sweden, on 15-16 November. For more information and to register for a free trade ticket, please visit www.naturalproductsscandinavia.com or www.nordicorganicfoodfair.com and quote priority code NPUK322 (direct link: https://registration.n200.com/survey/0r4ptka5aril2?actioncode=NPUK322).