Mothers of Innovation has been set up to help bring parental innovation to market. We subscribe to the Ethical Junction CIC - Ethical Policy and their 6 Core Principles of Business Policy: 

Active care for the environment

Responsible, fair and sustainable trading practice

The avoidance of short-term business practice that causes long-term damage

Equitable, non-exploitative employment practices

Equality of opportunity and promotion of diversity

Socially responsible activities

Specific business priorities 
To make parents happy, whether as innovators (sellers) or shoppers.
The site aims to be a great resource for small businesses as well as shoppers by offering them what they want and need, as well by being really friendly and open while we do it.
There is a specialist search facility that will highlight and prioritise the most ethical products under the following categories: Fairly traded, Organic, British made, Made from recycled material, Made to order, One off, Unique to this site.
While will recruit businesses that fit within these criteria, other items will not be excluded as this is a site dedicated to the carer innovators. In order to promote inclusion we avoiding making strict guidelines until their feasibility for potential businesses can be fully assessed.

Environmental thoughts
Reduce, recycle and reuse. Yes, as a start-up company with limited funds it is essential to follow this mantra, in addition to the environmental imperative to do so. As the site is about more than just commerce, it will also feature recipes to recommend local, seasonal food. My associated blog will highlight, and recommend, the green parenting practices that I have undertaken, including reducing the amount you really need to buy to prepare for your first born, recycling and reusing washable nappies and wipes and living without a tumble dryer. As a web-based company we are chatting to our web host about mitigating their carbon footprint. This is an on-going project!

Helping partner businesses
To enable start-up companies to take advantage of our business, the site has been structured to be as accessible as possible. I am writing a blog detailing how I set up this business to enable any start-up company to benefit from my experience, and I will include links to agencies and resources that will help new companies get on the right track. More importantly, I am not charging any upfront fees or additional transaction charges over and above the small agency fee that will be charged for businesses selling through the site. For this fee I will undertake marketing and look after the on-line payments and web security.

Inclusion
While much of the text refers to 'Mothers' this could also refer to fathers, grand parents or principal carers. Products are all conceived by Mothers (or principal carers) otherwise it would be just another website selling stuff for kids.

Employment
We believe in inclusion and are against any form of prejudice.