Introducing Pure Sh*t: organic, odourless cow manure

2020 has been a challenging year and in a bid to see some good come from this sh*t, 2020 Pure Sh*t launches out of Melbourne – a completely organic, dry, odourless manure with 100 per cent of profits given to those deeply affected by the events of this year.

Ideal for growing greenery both indoors and out, this 1.1 kilogram bag of screened and aired Aussie cow manure is a perfect plant treat to feed our nation’s growing gardening obsession, while lending a hand to those who have found themselves knee deep in it – because something good (like flowers!) has to come out of 2020.

This doubly powerful poo is the innovation of local creative agency, Gen C, who wanted to find a way to give back to those who have been affected by the sh*t show that is 2020, spending the last four months planning and developing the brand from scratch.

Co-Founders of Gen C and Pure Sh*t, Jack White and Nicholas Cox, explain that Pure Sh*t aims to play a small role in bringing the Australian community together, providing a little comic relief and working to help those in need.

“Pure Sh*t has been a real passion project for our team – we’ve personally felt the effects of the events of 2020 but equally have felt fortunate to have our health and our homes to work from in lockdown. We know many organisations and individuals have been deeply affected by this year and Pure Sh*t is our way of showing support and helping Aussies see some good come of 2020 through what they’re able to grow and the give they enable by purchasing our product,” says Jack.

Profits from the sales of Pure Sh*t will be donated to Brainwave Australia, a national charity that supports families of children with a brain illness or injury.

“Brainwave is an organisation close to our hearts as it was founded by my mother in support of young people and their families living with a neurological condition. As a company, we support them every year and this year, due to the impacts of COVID, they needed a little bit of extra support making them the obvious choice to receive the benefits of Pure Sh*t sales,” explains Nicholas.

Dr. Amy Timoshanko, CEO at Brainwave says, “This is a great initiative and we are incredibly grateful for Gen C’s support. COVID-19 has had a significant impact on our efforts to raise funds this year. Every week throughout the pandemic, approximately 70 children were diagnosed with a neurological condition – an illness or injury that changes the way the brain functions. This is often an unexpected, emergency situation, that has lifelong implications for child, parent, and the whole family. We are currently looking to instate new programs next year that will support the mental wellbeing of parents and find new ways of reaching the 37 500 Australian families caring for a child with a neurological condition.”

Pure Sh*t manure has been developed by Gen C, in conjunction with Betta Grower and the good cows of Australia, and will be available in bags of 1.1 kilograms for $25 via It is suitable for every type of garden, lawn or pot plant with pots 15 centimetres or larger.

“Pure Sh*t is about having fun and growing some good – yes, it’s a bag of sh*t … but it’s also an opportunity to have a laugh and to give back, making it the perfect gift for that Kris Kringle or a friend as a Christmas pick-me-up, reminding them we’re all in this sh*t together,” adds Jack.

Led by Gen C, Pure Sh*t has been brought to life with a number of collaborators including Mkt. Communications supporting communications and public relations, Better Grower supply and distribution, Do Nice Things who are managing the brand’s social media strategy, and media support from Total Outdoor Media, Carat, and Plakkit.

To purchase a bag of Pure Sh*t, gift it to a friend, learn more about the product or to donate to Brainwave to help support the incredible work they do, visit

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