Imagine a world in which we can enjoy the full potential of nature, where we don’t have to have discussions about whether a product is safe for the environment or the ecological system. We believe we need to change the mind-set from “everything for the money” to “let’s take care of our planet”. To get this mind-set we need to think different. We need to ‘think blue’, not green. We believe that blue is the new green! PURA© does not only develop, produce and sell products that are safe for the environment but we also think it is important to invest in charitable institutions that is why we invested in the Blue Peter Water Benefit. This institution believes that everyone has the right to have access to clean drink water.