Tru Earth is the fastest-growing consumer packaged goods company on the Canadian Business startup list 2020
Canadian Business magazine has released its Startup List 2020 of the top growing companies in Canada, and eco-friendly laundry brand Tru Earth has received some well-deserved recognition. The list highlights companies with fresh and innovative ideas, products and services that are working towards a better future. With the challenges facing businesses in 2020, landing a spot on this list comes with even more prestige than ever, and Canadian Business praises the companies for having boundless foresight, resilient and spirited CEOs, and smart business models.
Tru Earth comes in at an impressive No. 2 on the overall startup list of Canada’s Top New Growth Companies, and is the fastest-growing CPG (consumer packaged goods) startup on the list. In addition, statistics indicate that Tru Earth is the fastest-growing environmental company in more than five years.
Tru Earth’s signature product is its eco-friendly laundry detergent strips that are as sensitive on the skin as they are on the environment. Eco-strips are tiny strips of ultra-concentrated, eco-friendly cleaning powder with compostable packaging.
Tru Earth certifications include being free of parabens, phosphates, added dyes, chlorine bleach, and 1,4-dioxane, as certified by independent laboratory tests. Products are also readily biodegradable in accordance with OECD 210D and completely vegan, meaning no animal-based ingredients or testing on animals by Tru Earth or its suppliers.
Additionally, Tru Earth lightens the load on the environment with an eco-strip weighing in at 94 percent lighter than a load’s worth of today’s leading detergent, lowering transportation fuel consumption and global warming carbon emissions.
Founded in 2018 and based in Port Moody, British Columbia, Tru Earth saw an 8,408 percent two-year revenue growth, with $5-10 million in revenue in 2019, and employed seven people at the time of Canadian Business’ ranking. Tru Earth shares that its current customer base of 175,000 returning subscribers and purchasers have purchased enough laundry strips to keep nearly two million plastic jugs out of landfills.
“As a consumer-packaged goods company, launching a zero-waste, compact, disruptive product into an established laundry detergent market was intimidating but we knew there was a gap there,” said Brad Liski, CEO of Tru Earth. “We are at war with plastic. Our eco-strips come in compostable cardboard envelopes and completely dissolve in the laundry process. People want a better way to do laundry that doesn’t involve planet-killing waste, excessive transportation emissions and bulky inconvenience. We have been able to fill that void with a product that addresses those issues head on. This is also just the beginning of a collection of products that will dominate the kitchen, bathroom and laundry rooms in change-makers' homes across the globe."
Along with Eco-Strips, Tru Earth also offers other environmentally friendly products, including reusable bamboo makeup remover pads, mesh grocery bags, and stainless steel straws. Its products are designed to eliminate single-use plastics, weigh less, and last longer in an effort to save the environment.
Amidst a health and economic crisis, Tru Earth’s ranking on this list indicates the demand to combat another other crisis facing our world: that of the environment. Our neglectful actions are impacting glaciers, forests, coral reefs, and biodiversity around the globe, and every product that aims to help the environment instead of hurt it is a much-needed step in the right direction.