Categories We Love


CPG or FMCG? Call it what you will, but it’s the contents of that future supermarket that defines our universe (bricks and clicks).

There’s an urgent need for responsible innovation from the bakery to the household, packaged foods, pets, pharmacy, wellness and toiletries aisles.

The list below should give you a flavour of where we think the action is.





Inclusivity is a priority. We’re for all shapes, sizes, and colours. We’re straight talking snake-oil debunkers, feminists, allies, and resolutely pro gender diversity. We’re looking to amplify positive, inclusive brands on a mission.


Good health spans body and mind: Medicines (traditional western and complimentary), diet, self-esteem, mindfulness, they’re all part of a bigger holistic picture we’re keen to explore. 



Nutrition & Supplements

We believe innovative nutritionally-focused enhancers should support busy people. We want to hear about new products that help us all lead healthy, productive, and sustainable lives. 

Food and Snacks

Humans need quality fuel. Humans like to graze. Let’s open up access to good food, let’s make snacking healthy. The Craftory is ready to get stuck in.




We love cacao, the amazonian superfood. We don’t love exploitative supply chains or junk ingredients. We’re here to empower and assist businesses focused on yummy, guilt-free chocolate.

Personal Care

Dead set on a massive beard? Keen to care for your fabulous tattoos? What about cultivating an abundant bush, or achieving menstrual liberation? Why not live your dreams of engorged clitorises and anal stimulation? We dare you to push the boundaries. No one has shocked us yet - we’re open and wide to receive. 



Hemp & SuPER-Agriculture

We’ve got to break through unhelpful classifications and social stigmas so we can re-engage with nature's most powerful flora and fauna. We urgently need agricultural innovation in order to sustain life on this planet. We’re keen to talk to businesses that understand sustainable, productive, equitable, and resilient agriculture. 

Household Care

We demand a clean house that doesn’t poison the environment. We’d also prefer not to waste time on dubious ‘innovations’, BS claims, and needless complexity. Agree or disagree? 





Olfactory stimulation: Intangible but oh so powerful. Why then is this category so samey, so dull? Surely the scope of human ingenuity can do better. Waft yourself in our general direction if you agree and want to do something about it. 

Pet Care

Is anybody out there? Our furry babies give us so much love and comfort, it’s time to revolutionise their wellbeing with more than just dry vs. raw. Come on, tickle us with your breakthrough business.



Blended, Multi-Category Plays

Some Righteous Causes are so important they span categories and spawn new ones. Powerful insights and genuine innovations can radically change the fundamentals of how we do business. Big ideas need heroic entrepreneurs ready to wrangle them into reality. Let’s saddle up and do this.