"I think people have traditionally seen it as [a choice between] economy or environment, but that is finally starting to change," Rands says.
"There's a real acceptance now and understanding that you can be a successful business and still be sustainable and environmentally aware -- you can have both."
In 1993, Rands and wife Melanie founded Ecostore in the basement of their home.
The pair had been using sustainable and organic practices for years in the eco-village they helped set up in Northland, but wanted to develop products that were safer and healthier for both people and the planet.
A move to Auckland to set up the first Ecostore shop in Freemans Bay as well as growing traction for its "no nasty chemicals" campaign has seen strong growth and several awards for the company and Rands.
With rapidly expanding markets in Australia, Asia and the US, Rands is hoping to take Ecostore global.
