Toilet paper wipes out thousands of acres of forest in Canada every year, and the demand for toilet paper is increasing. So is the demand for more sustainable alternatives, and competition is increasing.
Toilet paper is most often made from wood pulp, and in the United States, wood pulp is usually sourced from Canada. Some of his most popular toilet paper brands have earned an F rating for sustainability from the National Resources Defense Council because they are made almost entirely from forest fibers.
New products from Whole Foods, Green Forest, Who Gives a Crap, and a startup called Reel Paper are transforming an industry ripe for disruption. Reel paper uses bamboo instead of wood pulp.Bamboo is not a tree but a grass
“This is one of the fastest growing plants in the world. When cut down, it regenerates from the same root structure and can be harvested every three years, making it the best sustainable resource for producing high quality plants.” ‘Good paper is good,’ said David VanHinbergen, CEO of Reel Paper.
He added that bamboo’s long fibers make it ideal for balancing softness and strength.
“This is a small change, but it could have a meaningful impact depending on the frequency of use as people are able to transition to something more sustainable,” he added.
Consumer demand for environmentally friendly products is rapidly increasing. So investors have become more interested in some of these startups and their potential profits.
“We have some major companies participating, from Kimberly-Clark to P&G. Certainly, when we invest, is this a business that one of those players might want to buy someday?” said Andrew Bluestein, co-founder and managing partner of Bluestein Ventures, an investor in Reel Paper.
In addition to Bluestein, Reel Paper is backed by Squared Circles, Montage Ventures, Great Oaks Venture Capital, Trousdale Ventures, and Mandell Ventures. Raised $14 million in funding.
Reel Paper currently transports bamboo from China to the United States, burning fossil fuels in the process, so the company purchases carbon offsets. VanHinbergen said bamboo plantations are currently being developed using abandoned sugar plantations in Central America. I hope they get it from a nearby source soon.
One of the biggest competitors to the sustainable toilet paper market is the ever-growing bidet market. Some argue that bidets use more water and may be less environmentally friendly in drought-stricken areas. But toilet paper is also made with much more water than is used in a bidet. The answer seems to be that if you live in an area with abundant water, a bidet is best for you. If you live in an area experiencing drought, sustainable toilet paper is a better option.
