In an era of disposable stuff, Joe Carter and the team at Ironclad are well and truly going against the grain. Backing their cast-iron cookware with a 100 year guarantee, their driving force is the philosophy that to leave something behind you need a product that will last and a planet to leave it in. Disrupting an industry responsible for millions of Teflon pans and harmful chemicals being sent to landfill every year – Joe is a true rebel with a cause.

 

BMC: It’s been a couple of years since we last sat down with you for a Q&A. What have you and the Ironclad team been up to since then?

Joe: It's been an eventful couple of years. We launched a 36cm Grande Legacy Pan & Grill Set - a skillet set to feed the family and then some - taking the Ironclad collection to 5 Three Generation Guaranteed pieces. After that, we discovered 1.5 metres of wastewater in our warehouse following the floods early last year, so the business went into a few months of recovery. We completed our first equity crowdfunding capital raise with hundreds of new co-owners in the business, and then went onto have a record Christmas period. The stage for 2024 is beautifully set.

 

BMC: Our 2024 Denim Campaign features you as one of our Rebels. In the scope of your industry, how would you consider yourself a “rebel”?

Joe: Our category, similar to fashion, is famous for planned obsolescence. Our products have the longest legally-binding replacement warranty on the planet - a Three Generation Guarantee®. We didn't really know what the impact or the value of a robust guarantee would be when we first started, since it's often an afterthought in the purchasing process. But it's our commitment to quality and intergenerational daily use, and one that our customers value.

 

BMC: Thinking back to when you started and where you are now – has the motivation behind Ironclad changed at all?

Joe: We wanted to create something that would last. Something that could be handed down to future generations. To leave something behind, you need a product that will last and a planet to leave it in. That motivation hasn't changed. How it shows up has developed - as our customers have requested different products from us, we've listened and answered. Keep your eyes peeled for the latest knife innovation coming to a Barkers store near you soon.

 

BMC: Epic. It sounds like as the Ironclad mission continues to develop, the overarching cause remains. So in your own words, how would you define your cause?

Millions of cheap, non-stick pans are bought and thrown into landfills every year. Short of a science lesson, what you cook with leeches into the food that you eat. And the soils. And the waterways. Yuck. Cooking with iron is clearly a lot more healthy than cooking with chemicals. We're not naive enough to think that everyone with a non-stick pan will swap it for an Ironclad, but we're certainly starting to make a dent in the problem and encouraging policy change on cookware standards and testing.

BMC: Looking ahead, what do you see for the future of Ironclad?

Joe: Very much the same as it does today, just maybe on a bigger scale. The operating system for cast iron cookware is relatively simple, and doesn't need upgrading. We'll continue to make incredibly durable, versatile and planet-friendly products. And have a lot of fun along the way.

 

BMC: Bonus question, just because we can… Are there any “rebels” that you look up to?

Joe: A person that I look up to would be Paul Kalkbrenner. I'm a massive techno fan, and he contributed significantly to the scene for underground electronic and techno music in Germany, which became part of global culture. He presents himself authentically - there's no "stage persona" - and Berlin Calling is a fantastic documentary film about the impact he made in the early days. I think a brand that is doing things right would be Tony's Chocolonely. It's a shame that standing up for sustainability and ethics would be considered rebellious, but I admire their work and their product in a category that needs a shake-up.