As care homes strive to cut their environmental impact without compromising care standards, they’re confronted with products making bold claims: “one product fits all,” “no COSHH needed,” “long-lasting residual cleaning power.” But where’s the science? Without evidence, these promises are little more than marketing spin. Convenience and greenwashing don’t clean, protect, or keep residents safe – only proven, science-backed solutions do.
For over 30 years, Fairfield Care has stood as a trusted partner to hundreds of care providers, seeing first-hand the balancing act care homes face: keeping residents safe, protecting staff, and meeting sustainability targets without sacrificing hygiene standards. That’s why Fairfield Care created Pure.V: a next-generation biotech cleaning range designed specifically for the care sector.
Pure.V isn’t just another “eco” product making vague claims – it’s science-driven, tested, and transparent. Developed in collaboration with scientists and sustainability specialists, it brings together cutting-edge biological science and innovation. The result? A high-performance range that replaces not only traditional chemicals but also eco-products that promise but don’t always deliver. With Pure.V, you get sustainability you can trust, and performance you can measure.
Dr. Carolyn Jones BSc (Hons), PhD, Technical Director, Biological Preparations, recognised for her work in scientific rigour and sustainable product development, led the team behind Pure.V. She explains:
“Pure.V has been developed through the meticulous application of biological science and sustainable chemistry. Every component – from the naturally derived ingredients and 100% biodegradable formulations to the post-consumer recycled packaging – has been rigorously chosen to meet both high-performance demands and low environmental impact. By removing traditional petrochemical hazards and replacing them with carefully selected bacteria and plant-based agents, we’ve engineered a range that not only cleans to exceptional standards, but also helps protect our ecosystems, water systems, and health. Sustainability isn’t a feature – it’s the foundation of Pure.V.”
A specialist solution. Pure.V has been designed with pioneering biotechnology to tackle the full spectrum of care-home challenges – from food-safe degreasers for catering spaces and skin-sensitive laundry detergents, to high-grade disinfectants for bathrooms and high-touch areas. Every formula is tailored to the realities of care environments. By combining naturally occurring micro-organisms with enzymes that digest organic matter at a microscopic level, Pure.V’s biofilms keep working long after application, spreading into hard-to-reach areas where traditional chemicals can’t. The result: a deeper, longer-lasting clean, with reduced chemical exposure for residents and staff. And with the removal of toxic petrochemicals, it delivers on all three priorities: people, planet, and performance.
Effective cleaning always requires responsible handling. Despite “no COSHH needed” claims, COSHH data sheets are still required for any substance that could pose a risk in the workplace – not just synthetic chemicals. Natural ingredients can still be irritants, sensitisers, or hazardous in certain forms or concentrations. COSHH assessments ensure staff have the right information on safe handling, storage, and PPE requirements. Without it, employers cannot demonstrate compliance or protect staff – no matter how ‘’natural” a product claims to be. With Pure.V, every product comes with full COSHH guidance, giving care providers complete confidence.
Carolyn adds:
“Pure.V proves that with the right science, sustainability and cleaning power don’t have to be a trade-off – they can be a standard.”
By cutting through greenwashing and putting science at the heart of sustainability, Pure.V sets a new benchmark for safe, effective, and environmentally responsible cleaning in care. Specifically created for care homes, tested in real settings, and supported with full COSHH compliance, Pure.V empowers care providers to protect their residents, their staff, and the planet – without compromise.
