THE GOOD ROLL rolls into Ghana!
The run on toilet paper at the lockdown in March was the moment for social enterprise The Good Roll for quick action on the webshop and social media.
With their 'feel good' paper they combat deforestation. They build toilets in Africa. And in 2021 they want to produce their own toilet paper in Ghana.
Sander de Klerk and Melle Schellekens, once owners of restaurants and nightclubs, are the founders of The Good Roll. De Klerk: "We try to improve the world, with 100% recycled and unbleached toilet paper that we buy in Germany. Packaging in colourful wrappers is done in social workshops, here near Weesp.
We spend 50% of our net profit on building toilets (latrines), together with the Simavi Foundation. After Uganda and Tanzania, now also in Ghana.
"What has the corona crisis done to your business so far? "Our big business-to-business market completely collapsed. Restaurants and gyms closed down. Then there was this hoarding frenzy, from March 9 to April 1. We responded to that immediately.
We became much more active on the webshop and social media, towards consumers. In addition to the Netherlands, Germany and Belgium, we also reached out to the United Kingdom. We offered a budget line, and came up with fun promotions. No price increases. It was a good move. Since the lockdown, the turnover of our webshop has increased by 50%.
That makes up a bit for the loss in the other sectors." The hoarding is over.
How are you guys doing? "Things have calmed down. But our brand has grown hard. People seem to be thinking more about sustainability because of the corona crisis. That's good for our long term.
We will be supplying a large German supermarket and we have broadened our webshop to include Denmark, Sweden and Finland." You are going to build your own factory in Ghana? "Yes, that project was already underway. Recycled paper is getting scarcer, so more expensive.
We were looking for another raw material. A consultant at RFO gave us the idea of using a fiber-rich agricultural byproduct. We had our own plant in Ghana investigated, with the help of DGGF Technical Assistance. Our raw material, currently considered waste, will become an additional source of income for farmers. The port is perfectly situated to sail to markets in Europe and the US.
RFO has provided us with excellent coaching. They are very involved, really top. If the talks with RVO about a DGGF start-up financing are concluded positively, the first roll could roll out of the factory in early 2021. Location and team are ready. The machine is coming from China.
" Are you not experiencing any hindrance from corona measures? "In Ghana there has been a lockdown for 2 weeks. But still we cannot go there for the time being. The borders are closed to foreigners. We keep in touch with our local team in Ghana by phone, Skype and Zoom. The team works as healthily and safely as possible, including using mouth caps and soap. As for production and transport, that continues. After all, toilet paper is a basic necessity of life."
Social impact, also with bulk product
