Rolling into Sustainable Impact - Reel Paper Case Study
“The certification becomes that signal of brands and products that align with consumers’ values of trying to do better in the world, and the B Corp logo becomes a simple way to communicate that. ”
The toilet paper industry isn’t one we normally think of when we think of innovation and disruption. Reel Paper is an exception. Started in 2019, Reel Paper offers eco-friendly toilet paper made from 100% bamboo, providing a sustainable alternative to traditional paper products. Committed to reducing environmental impact, Reel Paper combines quality and sustainability for a greener future.
We had the pleasure of speaking with David VanHimbergen, CEO of Reel Paper, a company dedicated to sustainability and innovation in the paper industry. We discussed the certification process, and how this certification aligns with their mission to create a more sustainable future. Join us as we dive into the inspiring story of Reel Paper and its commitment to being a force for good.
What motivated your company to pursue B Corp certification?
For us, the opportunity in this category is creating more sustainable products to lessen the impact on the environment and ecosystems around us. With toilet paper, there's a big opportunity because it's a category everyone uses at a high rate. We wanted to find a more sustainable solution to bring that product of convenience to consumers.
We aspire to be a company that continually seeks to improve every aspect of our business and how we go to market - that B Corp seal is a nice endorsement that helps to encapsulate it straightforwardly and signify that that's our intent, that's who we are, and what we aim to do. Early on, before I knew much about what certification entailed in terms of the process, I thought it would be a great representation of what we do and would help us stand out on the shelf.
Were there any challenges as you went through the certification process?
The process itself is pretty daunting. We were looking for someone to help support us, and that's when we met IGP. Rebecca gave me a lot of confidence. Given the team's experience taking people through the process, they helped us focus on key areas and improve our documentation and policies. The process gave us a guidepost in areas of opportunity that we can continually improve over time - acknowledging that we're not perfect today, but hope to improve and get there.
The process is challenging because you're so involved in running your business. It helps to take that step back and think more broadly about what we are trying to do as an organization, and how we ensure that our values are aligned across all aspects of our business. IGP helped us do that.
How has B Corp certification impacted your company's operations, culture, or bottom line?
The B Corp certification has given us a new lens through which we examine everything, helping us prioritize higher standards for supplier agreements and decision-making processes beyond cost and product capability. It has also influenced our team-building approach, ensuring diverse perspectives and representation, and has enhanced our visibility and reputation at trade shows, signaling our commitment to broader societal impact.
Have you seen increased recognition of the B Corp brand and what it stands for?
There's a lot of discussion about B Lab's evolving standards, which aim for continued progress. Some find the process increasingly challenging, but I believe that's beneficial. Maintaining high standards ensures the certification retains its value. If every product and brand could easily qualify, it wouldn't distinguish us in the marketplace. It's crucial to strike a balance between visibility and exclusivity to preserve the mark's true value.
Can you provide any quantitative data or metrics that demonstrate the benefits of B Corp certification?
I think the way that we view B Corp certification is like a tiebreaker. All other things being equal, it becomes the tiebreaker when you have that seal. it's not going to drive their purchase decision if they're committed and loyal to one brand that's very different from what we offer, But if the consideration is starting to shift and they're getting there, I think that B Corp seal is a nice tiebreaker.
Has the B Corp certification helped you in terms of collaborations?
Brand partnerships help us build our visibility. And so as we look across brands to partner with, having that B corp commonality is an easy way for us to see that they too meet a certain standard-they care about things beyond just profits. Brands that share our value system or have a similar impact are a natural fit for us.
How do you see B Corp certification contributing to the long-term sustainability of your company?
We donate over 1% of our revenue to One Tree Planted, which is our charitable organization we work with. The more that we grow, the more sizable that contribution becomes, creating impact and generating visibility. One Tree planted is a leader in the effort to reforest our planet, and this is a big opportunity to get more exposure for the work that we're doing, in addition to having a more sustainable toilet paper.
We are now more deliberate as a company. Before the assessment, we didn’t fully consider all the areas through which we could make an impact. The scorecard, with its various sections such as supplier policy, has been instrumental in this process. It helps us define expectations clearly and establish them as baseline requirements. If a supplier doesn't meet these standards, they can't work with us, no matter the quality of their products.
What advice would you give a company considering B Corp certification?
First, make sure it's right for your brand - that you're committed to it and that it's core to what your brand is and what you want to be. Second, be prepared for the time commitment required. Take the time to do it thoroughly. Partnering with an organization like IGP can be beneficial, not just because of their experience with other brands, but because they can guide you properly. They can support you with resources such as templates for policies and employee handbooks, helping to embed these standards into your company culture. And lastly, don’t get complacent. Once you reach your assessment score, view it as a baseline. As your business grows, you'll encounter more complexity, affecting more employees and consumers. This growth provides continuous opportunities for improvement. Strive to raise the bar and increase your impact on the broader world economy.