BY ANGELA FAIRHURST
In an industry dominated by disposable plastic, Lauren Gropper saw an opportunity to make a lasting impact on both the environment and consumer habits. As an environmental designer working on Hollywood sets, Gropper was struck by the stark contrast between the sustainable practices she implemented behind the scenes and the mountains of plastic waste generated during production breaks. This disconnect sparked an idea that would eventually revolutionize the disposable tableware industry.
“My background is in environmental design,” Gropper explains. “I was working in the green building space in New York City when I had an opportunity to go to Los Angeles to bring sustainable design principles to film and television sets. It was on those sustainable sets when I noticed that although I was doing my best to create an eco-friendly environment, the sets were filled with single-use plastic.”
A GREEN VISION IN A PLASTIC WORLD
Before Repurpose, eco-conscious consumers had limited options when it came to disposable tableware.
While natural alternatives existed for products like cleaning supplies and baby food, the tableware aisle remained dominated by plastic giants like Solo and Dixie. Gropper recognized a critical gap in the market for environmentally-friendly disposable products
that could cater to busy parents, party hosts, and anyone seeking convenient, guilt-free alternatives to traditional plastic items.
“I knew there had to be a better way, but at the time, there were no sustainable alternatives to single-use plastic tableware available at mainstream retailers,” Gropper recalls. “So, I took matters into my own hands, and the idea of Repurpose was born.”
FROM HOLLYWOOD SETS TO SUSTAINABLE STARTUPS
In 2010, Gropper took a bold step, pivoting from her career in Hollywood to launch Repurpose, a brand dedicated to producing plant-based, compostable alternatives to everyday disposable products. “I launched Repurpose in 2010 in response to a problem, not a trend,” she states. “We were the first brand to launch compostable tableware at retail in the U.S., making it mainstream and accessible to people everywhere.”
PIONEERING A NEW CATEGORY
Launching Repurpose was no small feat. As a female founder in the CPG (Consumer Packaged Goods) industry nearly 15 years ago, Gropper faced significant challenges in securing funding and establishing her brand in a market dominated by legacy players. The journey was fraught with obstacles, from convincing retailers to stock her products to competing with well- established brands with deep pockets.
Despite these challenges, Gropper’s persistence and unwavering belief in her products paid off. Repurpose became the first brand to bring plant-based compostable tableware to mass and mainstream retail. The company’s innovative approach and commitment to sustainability began to resonate with consumers, gradually changing the landscape of the disposable products category.
INNOVATION IN MATERIALS AND DESIGN
One of Repurpose’s key innovations lies in its material composition. The company’s cups, which look deceptively like plastic, are actually made from plant-based materials. These include upcycled molded fiber, PLA (a bioplastic derived from corn starch or sugarcane), PHA, and PBAT. These materials are designed to function similarly to conventional plastics while being more environmentally friendly.
It’s important to note that while Repurpose products are certified as commercially compostable, they require specific conditions typically found in industrial composting facilities to break down properly. This distinction highlights the ongoing challenges in the sustainable products industry, where proper disposal infrastructure plays a crucial role in realizing the full environmental benefits of these innovations.
SUCCESS THROUGH INNOVATION AND PERSISTENCE
Today, Repurpose stands as a testament to Gropper’s vision and determination. The company owns one-third of the eco-compostable tableware category and has established itself as the leading brand in natural and specialty tableware. Repurpose products can be found in over 12,000 stores nationwide, including major retailers like Whole Foods, Albertson’s, Kroger, and Costco.
Repurpose’s success is built on a foundation of continuous innovation and a commitment to quality. The company uses renewable ingredients like corn, upcycled wood pulp, and sugar cane to create products that are not only environmentally friendly but also durable and functional. This approach has allowed Repurpose to compete effectively with traditional plastic products while maintaining its eco- friendly ethos.
EXPANDING THE ECO-FRIENDLY HORIZON
Not content with revolutionizing the tableware industry, Gropper has expanded Repurpose’s product line to include a wide range of compostable household goods. The company now offers bamboo toilet paper, paper towels, trash bags, and even compostable cling wrap. This expansion reflects Gropper’s ongoing commitment to providing sustainable alternatives for every aspect of daily life.
A MODEL FOR SUSTAINABLE BUSINESS
Lauren Gropper’s journey with Repurpose serves as an inspiring example of how entrepreneurship can drive positive environmental change. By identifying a critical need in the market and leveraging her expertise in sustainable design, Gropper has created a brand that not only offers eco-friendly products but also educates consumers about the importance of sustainable choices.
“Ever since I was a teenager, I’ve been curious and passionate about sustainable solutions,” she shares. “I earned my bachelor’s degree in geography and environmental studies, then went on to earn a master’s in sustainable design. I then worked in the green building space for many years before starting Repurpose.”
As climate change concerns continue to grow, Repurpose’s mission becomes increasingly relevant. The company’s success demonstrates that it is possible to build a profitable business model around sustainability without compromising on quality or convenience. With Repurpose, Lauren Gropper has not only created a successful brand but has also paved the way for a more sustainable future in household products.
Gropper concludes with a powerful statement that encapsulates her mission: “I truly believe that embracing sustainability does not mean sacrificing convenience.”
