Ecover was established in Belgium 26 years ago. From humble beginnings it has now established itself as the undisputed leading brand in eco-based detergents and cleaning liquids. Ask almost anyone, and they’ll know the Ecover name and what it produces.

Strange, you might think, that a company known for washing-up liquids and the like, should put its name to this ride along the banks of the Mississippi. But not so strange once you understand its corporate ethics.

Sustainability is the name of the game, starting with the actual factory in Belgium. The building is nothing like your usual, soulless, cube-farm. It is oriented to follow the sun from east to west, maximizing natural daylight. The roof is so-prepared as to ensure that even in the coldest of weather, the temperature never drops below four degrees and never rises to more than 26 degrees. It even has its own water-recycling system. Twice a day, waste water is pumped into a reactor, mixed for a few hours with bacteria-rich sludge, and then aerated. The water is then pumped into the region’s purification plant.

It is a forward-thinking company that clearly associates itself with the wellbeing of the environment. To sponsor a marathon electric bike ride, 2000 miles with zero emissions, is as natural to Ecover as is its sponsorship of the annual Observer Ethical Awards, along with its contribution that other zero-emission sport called yachting.

At a time when Tony Blair and David Cameron can barely make a speech without bringing up the environment, at least Ecover can be satisfied that it is not just talking. It is actually doing something about it.

www.ecover.com