Unique Startup Business Models – Story – 5 – Organic Initiative- Offering Eco-Friendly Hygiene Products With 0% Plastic

Organic Initiative or Oi is a New Zealand based company, dedicated to creating eco-friendly hygiene products. They aim to remove plastics from these products, especially female hygiene items. 

The Initiative

Organic Initiative or Oi was found in 2015 by Bridget Healy and Helen Robinson. Dedicated to reducing the amount of plastic pollution in the world, Oi wants to replace traditional female hygiene products with organic, eco-friendly ones. While the former utilizes plastics, chemicals and other artificial ingredients that pollute the earth, Oi sells products, specifically pads and tampons made of pure biodegradable cotton. 

Plastics, toxins and other components of female hygiene products make up approximately 0.5% of non-biodegradable waste. These are essential daily use items for half the population and are unavoidable for female hygiene. Oi aims to replace these polluting items with products that do not harm the environment at all and are committed to their cause. 

About The Products

Organic Initiative or Oi produces pure, 100% certified organic cotton tampons and pads, along with form-fitting, zero wastage Oi cups. They are healthy and of premium quality, while still being affordable and available across continents worldwide. They have also received organic certification from BioGro and Global Organic Textile Standard (GOTS).

Organic Initiative products are available in their home turf of New Zealand as well as  Europe and America among other countries. In NZ, they acted fast, securing distribution contracts and releasing their products by October 2015. In less than a year, they went from an unknown startup to capturing 2% of the pads and tampons market, with a month-over-month growth rate of 30%. This success was despite strict competition from established companies, and this momentum has continued to all other markets. 

They made it to the US market in 2018, and have been growing since. They are sold in reputed stores and pharmacies worldwide including Walmart, CVS and other major retailers. They are also available online in wholesale as well as retail quantities. The company is truly making a difference with their product, providing clean hygiene solutions that do not harm the environment. 

Organic Initiative- Goals

The origin of the company and its output till now has reflected its initial goal of creating a cleaner world. They combine innovative technology with natural ingredients to provide a clean, green and effective solution that will change the world, one tampon, pad and liner at a time. The company also employs a team mostly made up of highly skilled women, who are experienced in their fields and committed to their cause. 

AC Nielsen reports Organic Initiative to be one of the fastest-growing hygiene brands in the NZ market. They have won awards in sustainability, innovation and social responsibility at the New Zealand Innovation Awards, was listed as Deloitte Fast 50 as “one to watch”, and has made the list of Fast Company’s Most Innovative Companies for 2020, one among 434 companies from 39 countries. 

Conclusion 

In the day and age of environmental degradation, a company like Organic Initiative is leveraging the need for green products into an effective hygiene solution for women worldwide. Their products are not only taking over a sector that caters to the biological necessities of women but are also healing the environment with their efforts.

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