Our Story

Ethical Much founder Bird Lovegod shares a little bit of his story…

So yeah,

When lockdown started I was running a little ’good news’ website called Ethical Much,

It was a bit of a hobby, bit of an experiment, I’d sold my shares in a previous media company I’d created and was working out what to do next. Then the entire world ended and I remember saying a little prayer, ”put me on the front line please”.

A few weeks later I saw an elderly guy on a neighbourhood app asking if someone, anyone, could go to the shops and buy him some food and top up his electricity because he had covid and couldn’t leave the house. I answered the call, donned my home made PPE (where’s Matt Hancocks pub landlord when you need him?) and set off into the plague lands to buy and deliver food and fuel. This was Good Deed 100 if I remember rightly.

Having got a taste for it, I printed up a few hundred postcards offering food parcels and electricity topups and walked the landings of various tower blocks and flats posting them through doors. Zero response, until I did a reprint swopping my email address for a phone number, at which point the texts flooded in and didn’t stop. They still haven’t.

After a few months I made a magazine showing all the deliveries, and asked people to subscribe, and enough did to make the whole thing workable. I’d go to Aldi and spend £30 and buy sirloin steaks and crispy aromatic duck and chickens and deliver them to some of the poorest people in the City.

It was the worst of times … but it was the best of food parcels.

I’d talk with them, listen to them, and do what I could to help. Like a social worker with a budget and no red tape. My fiancee, Muylen, started doing the same work in Cambodia, buying and delivering food, and even paying £700 to a hospital for someone to have life saving surgery.

The lockdowns ended, but poverty didn’t. We still support people in Sheffield, and Cambodia, and recently a guy from Uganda got in touch and now we support him, and he supports everyone in his little village.

I was diagnosed with cancer in 2022 and had dozens of immunotherapy treatments and loads of surgeries, 7 or 8 I think. But we continued to expand Ethical Much during this time.

Even having a kidney removed in 2024 and 3 more organs removed in 2025 it still continued. The magazine supporters have been witness to the journey, and I’m really appreciative of their understanding and patience when things got a little behind schedule.

So here we are, Ethical Much the more supporters we get, the more lives we can touch with healing and kindness and practical support. And donors get rewards from businesses, so it’s a virtuous circle.

Support it please, give a small amount each month and we’ll use the money to do good, and document it all in the monthly magazine and digital newsletter and on EthicalMuch.com.

It’s that simple.

If you want to chat with me, Bird, my number’s 07535 670 581. Send a text is best.

God bless you, thanks for being part of it all.