For Episode 5 of Earth Matters Live we spoke to Craig – Co-Founder of Mindful Brands, home to a number of premium non-alcoholic drinks brands. Craig tells us about switching from a corporate drinks company to starting a No-Low brand with a mindfully sustainable focus. He argues that mindful brands need to understand their Carbon Footprint, and that countries and established brands should address their Carbon Debt as well as Carbon Neutrality. Craig also highlights the importance of sharing information with suppliers, competitors and consumers to drive sustainability in the category, and talks about experimenting with glass reduction, biodegradable shrink wrap and looped systems. And he shares his dream of a better world, where animals are treated with greater kindness and responsibility.