The Good Roll has announced that it will become the world’s first Fair Trade toilet paper brand, setting a new standard for transparency, fairness, and environmental responsibility in the paper industry.
In partnership with the World Fair Trade Organization (WFTO), The Good Roll is pioneering a system change that goes beyond hygiene. Its commitment to transparency and sustainability produces toilet paper that not only serves its purpose but also positively impacts the lives of local entrepreneurs and the environment.
Leida Rijnhout, chief executive global office WFTO, said: “We are pleased to welcome The Good Roll as a Guaranteed Fair Trade Enterprise once they fully meet our Fair Trade Principles by mid-2024. A breath of fresh air much needed in today’s paper market!”
This announcement follows a year of significant momentum for The Good Roll in the European market, with a distribution partnership with major UK supermarket Asda signed in July making The Good Roll’s sustainable toilet paper available to British shoppers. The company has also received ISO-9001 and -14001certifications as well as B Corp status. Its ambition to be the leading Fair Trade toilet paper is just one part of The Good Roll’s mission statement. Collaborating with high-impact global partners including the WFTO, B-Corp, Solidaridad, and Farmerline, The Good Roll aspires to create a world where entrepreneurship and environmental stewardship go hand in hand.
Sander de Klerk, co-founder of The Good Roll, said: “With our own manufacturing facility in Ghana, The Good Roll has developed a fairer, socially impactful approach. We are the first toilet paper brand to work directly and closely with local farmers as well as donating 50% of our net profits to building toilets for local communities.
“This first-of-its-kind model ensures that profits don’t just flow into global corporations but directly benefit the very individuals who cultivate the raw materials. We are proud that, with such a simple product as toilet paper, we can contribute to a better world.”
Thanks to The Good Roll, 859 trees already have been saved, and 213 toilets have been built.
