Earthcote paints is part of the MIDAS paints franchise, a family business started in 1989. MIDAS is now a member of Freeworld Coatings Limited, supplying specialist paint jobs with innovative paints. They claim to be focused on ecologically sound innovations and environmental preservation. They offer an online training program, the first of its kind, which is said to make training more accessible and environmentally sound. The paint colourants are said to be glycol free since early 2009, making them more environmentally friendly. Also, the wood care as part of Earthcote Woodcote is solvent-free, and sealers are water-based - both of which aid in making the products more environmentally sound.