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For customers trying to choose a company with which to travel to Africa, ethical considerations can be difficult to measure ... some bad companies paste good intentions all over website, whilst other good companies go about their business without even thinking to make a claim on their ethical credentials.

We have considered doing a lot more in this area, especially in terms of auditing our suppliers for ethical process, but in reality this is both impractical and probably of limited value. We have worked with most of our key suppliers for many years now and we know them to be good and decent folks, which in the final analysis is probably as good a measure of ethical behaviour as any other.