Background & Profile Ltd was founded in 2003 by social entrepreneurs Vic Morgan and Andy Redfern. The company’s main business activities include:


  • Operating - a leading UK consumer webshop for fair trade, organic and eco-friendly merchandise currently featuring over 3,000 products.
  • Operating - one of the original fair trade and organic online fashion shops in the UK.
  • Providing business services and products to wholesale customers under the PointOV brand – services include e-commerce and fulfillment services to leading fair trade companies, charities and values-based organizations. Key clients includes Cancer Research UK, Traidcraft, and People Tree. The company also sells wholesale products to independent shops, catalogue companies, and major multiples with customers including John Lewis, Sainsbury and WH Smith. For more information about business services and wholesale products, please visit’s business website at


The business is managed by a team with in depth experience in the field of ethical trading, e-commerce and fulfilment. The two company founders are Chief Innovation Officer Vic Morgan and Chief Executive Andy Redfern. Andy is a former executive Director of Traidcraft, the UK's leading fair trade organisation, a non-Executive Director of Cafedirect and was previously Editor-in-Chief of Personal Computing (PC) Magazine UK. Vic is an experienced entrepreneur in the field of fair trade and e-commerce having previously founded New York-based oneNest (now part of, after graduating with an MBA from Harvard and bucking the trend to become a social entrepreneur. The company’s Finance Director is Tim Morgan, who is also a non-Executive Director of Cafédirect and was previously Finance Director at Traidcraft where led the development of their award-winning social accounting system. To meet our full team, click here. is a member of the Social Enterprise Coalition. The business is privately owned by its founders, a small group of external investors, and all staff through an employee stock ownership scheme. External investors include Northstar Equity Investors, an investment fund based in Newcastle-upon-Tyne focused on helping early stage technology businesses in the Northeast, and Rathbone Greenbank, one of the UK’s leading investors in social businesses. We also receive assistance in financing our purchases of fair trade products from Shared Interest Society, the UK’s specialist financial institution serving the market for fair trade.