Grove exists to transform the products you use in your home into a force for human and environmental good — and plastic isn’t part of that mission. Beyond Plastic is our plan to solve the single-use plastic crisis for home and personal care products. By the end of 2023 or sooner, all Grove-owned brands will contain no more than 10 percent plastic, and by 2025 we’ll be completely plastic-free. Here’s how we’re thinking about tackling these challenges.
Roadmap: 3 phases to plastic-free
Our roadmap to plastic-free is all about long-term strategies to create realistic changes that’ll help us achieve our goals.
Phase 1: Available alternatives
Phase 1 requires transitioning all possible packaging out of plastic and into materials that are commonly recyclable, and using post-consumer recycled (PCR) plastic when necessary. Part of Phase 1 includes labeling all packaging with How2Recycle instructions to maximize chances of it being recycled properly.
Grove-owned brands won’t launch any new products that require virgin, single-use plastic as primary packaging, and we’re actively removing any single-use plastic packaging from our inventory. We’re also working with our existing brands to transition out of single-use plastic packaging, and by 2022 we won’t be taking on any new brands that use primarily plastic packaging.
Phase 2: New formats and behaviors
Moving into Phase 2 means developing new formats for packaging that prioritize refills, avoid single-use packaging, and transition away from plastics. We plan to create new products that eschew traditional bottles in favor of plastic-free bars. We’ll increase the availability of compostable packaging to make packaging home compostable whenever possible.
Much of Phase 2 includes designing a path towards reduction through consumer behavior change and signaling demand that packaged goods, personal care, and the clean beauty industries are ready and eager to go plastic-free.
Phase 3: Innovations and solutions
While we have less visibility into this chapter of our work, Phase 3 will be the final stretch of our plastic-free journey. It depends on the creation of new materials, technologies, and logistics systems that enable us to reach a full assortment of plastic-free products. We’ll look into packaging that can be recovered and reused rather than recycled, explore the creation of new materials from waste, and examine carbon-negative packaging.
We envision a world in which every Grove box leaves minimal materials in home recycling bins, and anything that goes into the bin is truly recyclable in the majority of U.S. households.
We plan to encourage our industry to make bold commitments to plastic-free solutions and partner with other retailers who share our commitment to avoid plastic.