PlantPaper

Most people use toilet paper several times a day without a second thought, but the environmental cost of traditional tree-based paper is staggering. Deeva Green (Co-Founder and Head of Sustainability) and Lee Reitelman (Co-Founder and CEO) are the duo behind PlantPaper, a brand that spent three years in research and development to create a silky, soft, and strong alternative that leaves no trace.

By prioritizing ingredients and sustainability with the same rigor usually reserved for the food industry, Deeva and Lee have built a toxin-free, tree-free brand that challenges the status quo of the paper goods industry. From Deeva’s roots in environmental policy and Columbia’s Sustainability Management program to Lee’s background in brand building and operations, they share how they’ve turned a domestic staple into a powerful force for positive social change.

Inside the Episode:

• The extensive R&D process required to create a tree-free product that doesn't compromise on performance, featuring a unique "dabbing and grabbing" design.

• Lee discusses the transition from the sustainable food space to paper goods, applying a "clean label" mindset to a category that has long been overlooked.

• Deeva shares how her connection to Canada’s ancient forests and her studies at the London School of Economics fueled her mission to use entrepreneurship as a tool for environmental advocacy.

Ready to make the switch to tree-free? Visit plantpaper.us and use code KELLYB25 for 25% off your first order of a subscription.

This podcast episode was made possible by glimpse

Glimpse is an AI-powered deduction management tool helping CPG brands recover lost revenue from invalid retail deductions. With in-house experts and custom-built AI, Glimpse saves founders time, money, and countless hours so they can focus on scaling. Book a call with the Team to get started!