Optima

Optima Health and Nutrition has maintained a quality led philosophy since its incorporation in 1994, which together with a dynamic marketing strategy has seen the company develop rapidly to become a leader in its field. Their experience in the natural products industry has facilitated a focus on the finest raw materials, sourced from around the world, which combined with research and the latest eco-friendly manufacturing techniques has led to the creation of a series of award winning best sellers. To maintain product efficacy they use only natural ingredients wherever possible, so additives such as artificial perfumes, colours and ingredients are avoided. Where preservatives are necessary they strive to use naturally derived products that are now widely recognized as being superior in respect to both their effect on the environment and consumers’ well being. All Optima’s products are designed to capture the maximum nutritional activity of each ingredient. They do not test their products on animals. All their products are non-toxic, biodegradable and conform to EU legislation.

Product key

Organic - We categorize items as organic if they have been certified by the soil association, or have been made with organically grown products. To find out the benefits of buying organic products see our Why Buy Organic? page.

Sugar Free - All of these items state that they are sugar free on their packaging.

Fair trade - All fair trade products have met the international Fairtrade standards and bare the FAIRTRADE Mark. Find out more about Fairtrade.

Vegan - All of these products state they are suitable for vegans on their packaging. They contain no animal products of any kind.

Vegetarian - These products all state that they are vegetarian / vegan on their packaging. Items that are naturally suitable for vegetarians are not included.

Gluten-Free - These products all carry an on-pack claim stating that they are gluten free.

Ethical - To classify as ethical all of these products have had to meet Joshua’s own strict ethical criteria, meaning we consider them to be ethically produced.

Biodynamic - Biodynamic products are those that have been produced using biodynamic methods. More information on biodynamic agriculture .

Local - Local products have all been produced in Devon or within one hour of our store.

Wheat-Free - These products all claim they are wheat free on their packaging

Joshua’s - These products are all either Joshua’s branded, or made by our chef and his team here on site.