E1: A new type of CPG company - Blueland

Spotify Stitcher Overcast

Founders

Sarah Paiji Yoo and John Mascari

Flagship product

The Clean Up Kit

Launched

April 22, 2019

Investors

$3M from Global Founders Capital, Comcast Ventures, Justin Timberlake, Sweetgreen founder Nicholas Jammet

HQ

New York City

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The Problem

Plastic was meant to last forever, but most is only used once. 14 billion pounds of our trash is dumped into the ocean each year and it’s breaking down into tiny pieces of plastic that’s showing up in our food and water supply. 90% of the water we drink and 75% of the fish we eat contain microplastics.

Initial Focus

The cleaning market. And for good reason. “These cleaners are mostly water,” says Paiji. “I’m paying for a plastic bottle that I don’t need, and water which I already have at home.”

The Solution

The Clean Up Kit, incl. 100% reusable bottles and a tablet formula that dissolves when dropped in water. Blueland has three different tablets - one for bathroom cleaner, glass cleaner, and multi-purpose cleaner.

Episode Brief

Sarah Paiji Yoo, Founder and CEO of Blueland, joins Peter on this week’s episode to discuss:

  • The problem with incumbent cleaning products and Sarah’s eureka moment

  • Creating the MVP, incl. sourcing materials, testing formulas, and evaluating production partners

  • What goes into creating a sustainable supply chain and product

  • How Blueland wins on price, product efficacy, and sustainability

  • How messaging can be used to broaden customer base from eco-conscious to mainstream

  • How the legislative environment at-large has affected the company-building process

  • New products and categories they’re exploring

  • The moonshot and potential total sum impact

  • Lightning Round Questions

    • As Founder/CEO at Snapette, reimagined the local fashion shopping experience. As CMO at Rockets of Awesome, created smarter way to shop for kids. What’s the most interesting innovation around shopping/ecommerce you’ve seen recently?

    • If you could invest in one company in the industry, who would it be and why?

    • Inspired by this video. What are the competitive advantages of being a mother while launching and building a company? 

    • Who has had the greatest impact on your learning and why?

Credits

This episode is brought to you by Bite Toothpaste Bits, the only all-natural, plastic-free way to replace the paste we’ve used our whole life. If you’re looking for an easy way to cut single-use plastic from your life, go to BiteToothPasteBits.com and use code INGOODHANDS for $5 off their flagship 4-month subscription (incl. free shipping)!

Host

Peter Levin

Production

Dan Mahoney and Lucas Arndt

Music

Ed Arndt

Design

Javier Quinonez