Can you provide a brief overview of Tru Earth's history and vision for sustainability?
Tru Earth, founded in 2019, is an award-winning certified B Corp household cleaning product organization with patented laundry detergent sheet technology. In fact, we own the “eco-strip” trademark. Even though we’re still a young company, we have created a global movement of millions of customers across 80 countries, our #TruChangeMakers, united by a common goal to live more sustainably. Our vision is to constantly innovate by challenging ourselves and each other to be bold, go faster, and stretch our thinking.
We knew that the laundry industry in North America hadn’t seen innovation in decades and we also realized that most people don’t like doing laundry. In fact, our research shows that it’s one of the most hated household chores. With these insights and our powerful eco-strip, we intentionally set out to disrupt the laundry detergent sector. Since then, we’ve expanded our suite of earth-friendly offerings across the household and into the bathroom and kitchen. We’ve also grown as an organization, with complete corporate entities in the US, the Netherlands and Canada. The deliberate and rapid expansion of our organization is a testament to our unwavering commitment to making sustainable living accessible to consumers around the world. Every innovation, every product, is a step towards a cleaner, greener planet.
What role do Tru Earth's products play in promoting environmental sustainability?
Our critical cause is to make true lasting change that helps save the planet and we do this by helping to eradicate single-use plastic jugs in the home. We have initiated several board-ratified mandates to align with this cause, including attaining B Corp certification, establishing a dedicated ESG department reporting directly to me, and implementing Climate Smart Audits Materiality Assessment. Our products, notably the eco-strip® are designed not just as short-term innovations, but as disruptors to revolutionize the home cleaning sector. We have invested millions of dollars in educating people on more earth-friendly cleaning alternatives, aligning with our critical cause to prevent the creation of plastic containers at the source.
Our approach to environmentalism integrates social responsibility and capitalism. We firmly believe in the intersectionality of these elements as catalysts for true disruption. Moreover, we are aware of the economic barriers to accessing environmental products and have therefore instituted a massive donation program globally–one that is a core part of our business KPIs and has led to the donation of over 30M loads of laundry. Thus, we are not just eradicating plastics but also making earth-friendly options accessible to all. We strongly believe having clean clothes is a human right.
What innovations can we expect from Tru Earth in the next five years?
Our pipeline is brimming with innovations, spurred by our #TruChangemakers push towards eliminating single-use plastics in the home. Our focus remains on the laundry room, kitchen and bathroom, with recent introductions like the patented fabric softener sheet and the planet’s smallest dishwasher tablet.
As long as consumer demand for earth-friendly alternatives continues to rise, our commitment to innovation remains unwavering.
The challenge to become sustainable is two-pronged – it lies in changing the individual’s mindset and overcoming economic barriers associated with scaling environmental brands. We have approached these challenges head-on, focusing on easy and convenient solutions while narrowing the price gap, thanks to our growth and economies of scale. As we progress, consumers can only expect more innovations, each echoing our commitment to a cleaner, greener earth.
Can you speak of Tru Earth’s global presence and future expansion plans?
Currently, we have customers in 80 countries with the United States being our largest market. The Canadian and the United Kingdom markets are robust, but we anticipate significant growth in Europe, as signaled by our new corporation in the Netherlands. We are also making inroads into China, directly introducing North American clean technology to counter less earth-friendly local imitator products. Each market presents unique environmental stances, and we are committed to meeting people where they are, aligning our messaging and solutions to resonate with diverse audiences around the globe.
Education is paramount in our expansion strategy. We are partnering with schools and organizations worldwide, instilling awareness from a young age. Collaborations with global NGOs like Ocean Wise amplify our reach. Our Ocean Heroes classroom program exemplifies our educational approach, blending learning with practical actions. As we evolve, expect a Tru Earth that is not just responsive but also proactive, remaining at the forefront of innovation and education in environmental sustainability.
How has being a disruptor in the industry affected your relationship with bigger players?
Stepping into the role of a disruptor in the consumer goods space, we have not encountered significant pushback from larger CPG firms. In fact, there is an anticipation that these established entities will eventually adopt similar innovations. This collaborative outlook stems from the realization that capitalism, when harnessed appropriately, can be a formidable ally to environmentalism. We do not see ourselves in competition with the larger enterprises but believe there is room for both mid-sized and large organizations to meaningfully contribute to turn off the plastic tap and help save the planet.
Would you consider partnering with a larger firm to scale your impact?
Absolutely, partnership with larger firms is not off the table. Our growth has been nurtured by a strong, impact-oriented investor group, but collaboration with established companies could amplify our scale and reach. The universal need for sustainable solutions transcends competitive boundaries. In the quest to foster a healthier planet, collaborations and partnerships could unlock unprecedented innovation and impact, echoing the sentiment that in unity, there is strength.
How are you ensuring the integrity and transparency of your innovative cleaning products?
In a category that we pioneered, ensuring transparency is paramount. With the sheet format allowing certain elements to be concealed, our commitment to transparency is not just an ethical stance but a priority. While large CPG firms have the resources to uphold transparency, smaller, fast-moving organizations may face challenges in disclosing their chemical compositions. Tru Earth is committed to delineating what true cleaning entails, and championing transparency to foster trust and integrity.
What final message would you like to convey to our readers?
Industry disruption is necessary to combat the climate crisis. Business leaders must assess how their resources and networks can be optimized to help save the planet. The onus is on companies, not consumers, to innovate and provide sustainable solutions. Every corporate decision, strategy, and innovation should be evaluated through the lens of its environmental impact and contribution to the global sustainability narrative.
To the global citizen, the ethos is simple yet profound: small individual actions can catalyze monumental change. Every earth-friendly swap, every conscious decision to opt for sustainability, is a powerful statement in the collective narrative of environmental conservation. It underscores the belief that every individual holds the power to contribute to the global environmental script, turning the tide, one sustainable choice at a time.
