Tree-Free Products Are Disrupting Big Industry and Saving Thousands of Trees

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Imagine trying to change an industry
that has not shifted in a hundred years.

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This is exactly what
today's guest set out to do.

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He looked at foam cups, plastic
packaging, and tree race products

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and said, we can do better.

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And for almost four decades, he has
been proving the sustainability is

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not a trend as a system that can
replace the waste we no longer need.

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We're gonna be talking to
the CEO of Emerald ovations.

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Ralph Culley about all of his
evolution in this business and the

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communication education he provides
his clients with on a daily basis.

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We're gonna talk about that all
in today's episode of the How

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to Protect the Ocean Podcast.

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Let's start the show.

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Hey everybody.

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Welcome back to another exciting episode
of the How to Protect the Ocean Podcast.

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I'm your host, and/or Lewin,
Marine biologist, and.

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Science communicator.

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I'm here to let you know what's happening
with the ocean, how you can speak up for

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the ocean, and what you can do to live
for a better ocean by taking action.

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The How to Protect the Ocean Podcast
is part of a podcast network called

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the Speak Up for Blue Network,
where we podcast with purpose.

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And on today's episode, we're
gonna be talking about business

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for purpose with sustainability.

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Ralph Van Colley is
the CEO of Emerald Eco.

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And he's here to talk about his evolution
of starting this company and growing

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it at big scales, like we're talking
like millions of products in large

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corporation hands, to be able to not only
feel good about the products they use,

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but also know that it is sustainable.

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And we're gonna be talking about that.

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Speaking of sustainability of treeless
bait or tree free products, we know trees

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are important, but we know seagrasses
are even more important because they

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can sequester up to 10 times more.

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Carbon dioxide, then trees,
like forests And so forth.

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And so we need sea grass meadows, but
to be able to need sea grass meadows,

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just like we're gonna be talking
about in this episode of communicating

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how many trees a product can save.

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We're gonna be talking about
the sea grasses and how

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much they benefit our ocean.

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What science, conservation and
restoration projects are out there on

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the Seagrass Effect podcast, and we want
to launch it, but we need your help.

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If you want to join the crowdfunding
project to help launch this

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podcast, all you have to do is go
to speak up for blue.com/seagrass.

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That's speak up for blue.com/sea grass.

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It's about time that we talk and educate
ourselves about sea rests meadows and

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their importance to not only us for
climate change and sequestering carbon

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dioxide, but also for cleaning up bays,
making sure our coastal communities are

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biodiverse, and making sure that they
protect us from wave energy And so forth.

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It's gonna be really great.

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All you have to do is go speak
up for blue.com/seagrass to check

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it out and donate to the campaign
when you donate to the campaign.

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A portion of that donation goes towards
restoring a seagrass project that we're

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gonna be documenting through the podcast.

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So go to speak up for blue.com/seagrass
and help restore a seagrass meadow today.

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Alright, let's get back into it.

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This is something that I feel
like is really important because

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we talk a lot about businesses
that are in the startup phase.

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This business is well beyond the
startup phase and it's in action.

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It's selling, it's scaling.

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It's great.

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And Ralph is on the podcast
today to talk about.

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Not only like the products that
he sells and how the company

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is focused on sustainable tree
free compostable alternatives to

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traditional paper and plastic products.

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But he is here to talk about the education
that he provides on a regular basis, not

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just to new prospects, right, potential
customers, but even the customers that

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he has now, to let them know how much
they are doing for the environment just

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by buying these alternative products.

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That's what's great.

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Imagine being able to say, Hey,
just by buying these products,

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we've saved 8,000 trees.

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That's the level of scale that
that we're talking about here,

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and it's a large corporations.

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Ralph also talks about how it's
difficult to change the behaviors

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of legacy corporations that are
not ready to change just yet.

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However.

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He's not going to stop in
trying to get them to change.

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I think having somebody like this,
like Ralph on the podcast, to be

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able to perpetuate this message
and to say, Hey, you know what?

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There are businesses out there that are
working at scale that are really changing

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the world and we don't know about these
all the time, and he's there to not only

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communicate to his customers, but also
to communicate to the world what he's

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trying to do and how important it is
for our world to be able to accommodate.

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This and adapt of these
types of products at scale.

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I think that's great.

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'cause a lot of the times when we look
at things, we look at a lot of new

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companies that are in fashion or that
are in like products such as these.

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They're all in the startup
phase and they're trying to get

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going and trying to get going.

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But we're looking at a company
that deals with large corporations

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that are buying at scale.

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They're buying millions and millions of
products, and I think this is something

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that we need to hear more about.

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So I was really happy to
have Ralph on the podcast.

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So without further ado, here is the
interview with Ralph Manali, CEO, and

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founder of Emerald e Ovations, talking
about a company focused on sustainable

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tree free and compostable alternatives to
traditional paper and plastic products.

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Enjoy the interview and
we'll talk to you after.

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Hey Ralph, welcome to the How
to Protect the Ocean Podcast.

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Are you ready to talk about all
things sustainability and business?

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Well, thanks for having me
here, and/or and absolutely.

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Ready to roll.

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All right.

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I'm looking forward to this.

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I don't get to have a lot of, uh, business
people on, people who own businesses,

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entrepreneurs who own businesses that
are very based in sustainability.

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And Emerald e uh, eco is a business
that is based around sustainability.

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So I can't wait to dive in, like.

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Why you started it back when
you did in like 1997, how you've

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grown it, the evolution of the
business, all this kind of stuff.

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I'm looking forward to getting into, but
before we do that, Ralph, why don't I

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just ask you who you are and what you do?

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Okay.

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Well, um, uh, true blue plastics and
paper individual that's been in the

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business for almost four decades, um, wow.

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Much of what I've done over the years is.

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Work to help companies, uh, not only, uh,
move forward in their business endeavors,

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but, uh, looked at how things that we
do every day, uh, particularly in the

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business industries, we're in paper
and plastics is like on the top of the

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charts when we talk about sustainability.

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So it's been a, it's been a
great ride over the last three

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and a half, four decades.

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Uh, but mostly what I
am most interested in.

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Is changing an industry that
hasn't changed in a hundred years.

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Mm-hmm.

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Um, and it sounds easy,
but it is a challenge.

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And, uh, fortunately I surround
myself with some very intelligent

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people and, uh, we've done some
great things over the last few years.

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That's awesome.

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So take me, take me back to 1997 when
this vision of like reducing waste and

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everything started, where were you,
uh, where were you at in, in, in life

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in general and in business and, and
how did this, all this vision start?

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You know, like where did it come from?

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Well, my first, uh, real job was in
operations and I ran food operations

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for a large enterprise back in the
late eighties, into the nineties.

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Um, I then.

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Uh, decided to spin off
into the supply side.

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I saw opportunities where in the
business world, what we were in

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food service consuming enormous
amount of products in disposables.

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Mm-hmm.

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When disposables wasn't
a bad word back then.

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Right?

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Right.

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Interesting enough, I decided to
get into the supply side to see if

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I can change that, that dynamic.

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And, um, it didn't happen overnight
quite honestly, but in the late

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nineties I was, uh, spun off one of our
business groups, which is in general

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distribution and supplies mostly.

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Food service, disposables,
packaging materials.

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All back then, when, if there's
a younger audience may or may not

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remember the days of the foam products.

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Yes.

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The foam products dominated the world.

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Yes.

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What I recognized was that these foam
products were a problem, and I realized

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that back in, back in the nineties and
decided to spin off a business group, uh,

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from Georgia Pacific back then and started
what ultimately is what we have today.

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But it's been a long road.

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Um, and again, the changes
that, uh, have evolved.

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Quite honestly, it become
much more apparent in the last

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three to four years mm-hmm.

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Than they have in the last 30 years.

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Uh, but our objective is to
change the consumer habits.

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Uh, and to do that it takes,
um, a lot of education, which

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we lead with in our business.

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So is is Emerald ovation's a
B2B or a B2C type of company?

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Or a little bit less.

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Well, we, we, we tr we are a B2B business.

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Uh, and what we do is we sell our
materials, which is the finished goods.

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Yeah.

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We make over 370 finished goods in our
alternative technology, which is, uh,

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uh, actually it's fiber material that
is utilized to make our finished goods.

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That technology has evolved over
the last 10 years for us personally,

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Um, So we do sell to large business
footprints, and the reason we do that

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is because, um, we recognize it takes
consumption in volume to really move

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the needle in what we're all fighting
for, how to save our planet, not only

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the oceans, but the forest And so on.

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So, yeah.

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We spent a lot of time in the
big business enterprises and

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today we have some of the largest
corporations utilizing our material.

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Contrary to what we may hear companies
are, uh, certainly, uh, interested in

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changing their habits, uh, with, with.

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Materials that aren't performing
properly for the environment, and

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quite honestly, it's the younger
generation that's moving that needle.

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We're seeing that acceleration
in the last few years where the

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decision makers are now in their
late twenties, early thirties.

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Yeah.

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Who actually are very engaged.

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What is a highly consumable
essential, right?

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Every time you go out to a takeout place
or when you're utilizing stuff at home,

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whether it's a towel or tissue products,
um, these are everyday essentials.

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Uh, but it's going to take continued
education in order for us to.

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Um, make sure the consumer understands.

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So, large enterprises, we
get the biggest impact.

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We're touching about 1.4 million
consumers a day with our products.

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So certainly, uh, that impact is being
realized, uh, with some of the tool

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sets that we provide our clients.

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That's amazing.

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You mentioned, you know, talking about
like behavior changes, like it's,

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it's kind of interesting when you talk
B2B, you're talking to corporations,

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you're probably talking to people
who are purchasing your products.

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One or two people, maybe a team
of people that, that are engaged

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with you, uh, and your sales team
to, to engage with those products.

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Does the education have to be to
that team that you're selling to,

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or the entire corporation or the
leadership of that corporation?

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And I'll go on just to, to add to
that, how are you being able to,

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um, sort of penetrate that market
with your products compared to,

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you know, plastics And so forth?

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That's a great question, and/or, and
uh, it really is, and there's probably

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10 answers to that question, but,
uh, lemme sum it up as best I can.

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Um, yes, the answer is, uh, we do.

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Present our platform to
what we call C-level, uh,

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decision makers and companies.

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Um, they are the individuals who,
uh, can break the barriers that

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are built into the supply chain.

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Today, many legacy companies
today have been around for a

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hundred, a hundred plus years.

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Yeah.

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Um.

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They're not changing their habits, they're
still gonna continue using petrochemicals.

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Mm-hmm.

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Uh, they're still gonna be using toxins
in their towel and tissue materials.

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It's just part of the business model
that they've built, Um, So these decision

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makers are not, unfortunately, are not
those day-to-day, um, purchasing agents,

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which are important in the equation.

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Mm-hmm.

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Um, once they bring in the C
levels, uh, they better understand

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why it's very important to change
the habits of what is a very

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traditional old legacy supply chain.

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Interesting.

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00:12:17,340 --> 00:12:17,790
Yeah.

230
00:12:17,790 --> 00:12:18,960
I, I mean, it's gotta be, uh.

231
00:12:20,415 --> 00:12:21,045
Frustrating.

232
00:12:21,045 --> 00:12:23,204
At the same time as, as innovative.

233
00:12:23,204 --> 00:12:27,045
When you start to bring these
products to, to people, what is the

234
00:12:27,045 --> 00:12:29,175
people who do decide to go with you?

235
00:12:29,175 --> 00:12:30,285
What is the reason?

236
00:12:30,285 --> 00:12:34,214
Are they they going, is it like a,
a price point that they're going for

237
00:12:34,214 --> 00:12:36,974
and like they don't really care about
the sustainability as long as it

238
00:12:36,974 --> 00:12:38,295
works well and everything like that?

239
00:12:38,295 --> 00:12:42,285
Because I know some companies like, look,
as long as the product is is working and

240
00:12:42,285 --> 00:12:45,645
it's good for them and the price is there,
then it, it'll work with you and it's just

241
00:12:45,645 --> 00:12:49,574
a matter of, you know, your sales magic
to kind of get to get them over the hump.

242
00:12:49,760 --> 00:12:51,920
Or do they actually care
about sustainability?

243
00:12:51,920 --> 00:12:54,290
You mentioned like some of the
younger decision makers, they

244
00:12:54,290 --> 00:12:57,319
actually care about sustainability
and they're very engaged in it.

245
00:12:57,319 --> 00:13:00,319
Like is it a little bit of a balance
or is that how it started out where

246
00:13:00,319 --> 00:13:04,189
it's just like, price point, it works,
let's go with it, And then of course the

247
00:13:04,189 --> 00:13:06,380
magic of the sale of the salesperson?

248
00:13:06,500 --> 00:13:10,370
Or is it like a little bit of like,
no, we're engaged and and, and we wanna

249
00:13:10,370 --> 00:13:14,210
see more sustainability because it's
part of our vision as a corporation.

250
00:13:15,540 --> 00:13:18,630
I don't wanna get too complex in
what our business model really does

251
00:13:18,630 --> 00:13:22,560
deliver to the clients, but I will
give you the highlights, um, because

252
00:13:22,560 --> 00:13:24,000
those are very, very good points.

253
00:13:24,270 --> 00:13:27,870
Um, you know, we're not just a green
product and there are a lot of folks out

254
00:13:27,870 --> 00:13:29,850
there that say I'm using a green product.

255
00:13:30,270 --> 00:13:34,620
Um, but when they actually challenge
that supply chain of what that green

256
00:13:34,620 --> 00:13:36,420
product is, where does it come from?

257
00:13:36,420 --> 00:13:37,350
What is it made from?

258
00:13:37,350 --> 00:13:38,250
Where does it go?

259
00:13:38,579 --> 00:13:40,079
Uh, they never get a clear answer.

260
00:13:40,350 --> 00:13:42,839
Um, it's, it's borderline greenwashing.

261
00:13:43,340 --> 00:13:45,260
To many, many, many degrees.

262
00:13:45,470 --> 00:13:49,760
Uh, that's something that I've, uh, been
very adamant about in our company is

263
00:13:50,120 --> 00:13:55,939
our, our business model is not only built
on what is the finished product, it's,

264
00:13:55,939 --> 00:13:57,800
but where did that product come from?

265
00:13:58,340 --> 00:13:58,400
Yeah.

266
00:13:58,400 --> 00:13:58,439
Uh, where.

267
00:13:58,795 --> 00:14:00,775
Aggregators of the raw material.

268
00:14:01,135 --> 00:14:06,535
And because we control the raw materials
in these highly renewable fibers that we

269
00:14:06,535 --> 00:14:11,094
aggregate across the world, um, in fact,
we just built a plant in Arkansas that's

270
00:14:11,094 --> 00:14:16,405
generating five tons of miscanthus, which
is one of the fiber products we use in

271
00:14:16,405 --> 00:14:19,015
our fiber, uh, uh, food service packaging.

272
00:14:19,405 --> 00:14:21,474
Um, the point is, um.

273
00:14:21,720 --> 00:14:25,920
We take it from the inception
raw material, we control the

274
00:14:25,920 --> 00:14:29,490
entire fabrication of that
material to finished goods.

275
00:14:29,760 --> 00:14:35,820
And because we do that, we are able
to actually measure the impacts that

276
00:14:35,880 --> 00:14:41,040
our clients are rewarded with when it
comes to how many trees are saved, how

277
00:14:41,040 --> 00:14:46,650
much water is saved, how much carbon
reduction, because we control the metrics

278
00:14:46,830 --> 00:14:49,830
of the materials and that separates us.

279
00:14:50,415 --> 00:14:54,615
Clearly across every other kind
of green product that's out there.

280
00:14:55,035 --> 00:14:58,425
Um, but we're very proud to
be the only tree free producer

281
00:14:58,425 --> 00:14:59,925
of paper in the USA today.

282
00:15:00,255 --> 00:15:06,285
Um, we're, we're advancing a technology
that, um, is really at a very early

283
00:15:06,285 --> 00:15:11,985
stage, uh, but your, your listeners and
your whole, um, concept in the oceans

284
00:15:12,225 --> 00:15:14,115
plays a, a huge role in this, right?

285
00:15:14,115 --> 00:15:14,175
Yeah.

286
00:15:14,205 --> 00:15:17,085
I mean, it's a, a direct reflection.

287
00:15:18,125 --> 00:15:20,910
There is two largest sequesters of carbon.

288
00:15:21,060 --> 00:15:22,230
The ocean is one of 'em.

289
00:15:22,230 --> 00:15:24,270
The second is forest.

290
00:15:24,600 --> 00:15:30,120
Yes, Um, So we are very, very,
uh, in tune to um, why do we cut

291
00:15:30,120 --> 00:15:32,370
trees down to make coffee cups?

292
00:15:32,610 --> 00:15:36,600
Why do we cut trees down to make
toilet tissue And no one can give us

293
00:15:36,600 --> 00:15:42,689
an answer Um, So we took it to the next
level Um, So we do not cut trees down.

294
00:15:42,949 --> 00:15:45,920
Our water consumptions in
the fibers are measured.

295
00:15:46,160 --> 00:15:52,069
Uh, they run, they represent about
12 to 15% of what actually is being

296
00:15:52,069 --> 00:15:55,730
used in most other kind of products,
particularly resident based products.

297
00:15:56,000 --> 00:15:58,340
So we're significantly less than water.

298
00:15:58,640 --> 00:16:02,300
Our renewable fibers are
harvested sometimes twice a

299
00:16:02,300 --> 00:16:04,340
year, unlike trees, which.

300
00:16:04,580 --> 00:16:06,905
Need 30 years to grow, uh mm-hmm.

301
00:16:06,985 --> 00:16:08,060
With a lot of water.

302
00:16:08,630 --> 00:16:08,960
Yeah.

303
00:16:08,960 --> 00:16:13,880
Um, cutting those trees down is,
uh, represents about 18% of the

304
00:16:13,880 --> 00:16:15,590
sequestered carbon on the planet.

305
00:16:15,980 --> 00:16:20,720
And, uh, we all know from basic
elementary school trees give

306
00:16:20,720 --> 00:16:22,580
off oxygen and take carbon.

307
00:16:23,005 --> 00:16:23,425
Mm-hmm.

308
00:16:23,685 --> 00:16:29,300
But there's a lot of other reasons as we
get, um, into what we do as a company,

309
00:16:29,450 --> 00:16:32,360
we really are consultants in the space.

310
00:16:32,445 --> 00:16:32,865
Mm-hmm.

311
00:16:34,125 --> 00:16:36,824
Soil erosion is a big
issue in this country.

312
00:16:37,155 --> 00:16:41,655
Um, you know, we're losing somewhere
between 1.4 and 1.5 billion

313
00:16:41,655 --> 00:16:44,234
tons of organic soil a year.

314
00:16:44,444 --> 00:16:45,885
How does that get replaced?

315
00:16:46,185 --> 00:16:50,385
Particularly if you're cutting forest
and clearing, uh, you get runoff

316
00:16:50,385 --> 00:16:55,395
and, and there's a lot of issues
that we we're addressing, uh, as a,

317
00:16:55,454 --> 00:16:58,635
as a company that I think messaging.

318
00:16:59,280 --> 00:17:03,870
Your types of, uh, listeners and messaging
the business world, uh, is necessary.

319
00:17:03,870 --> 00:17:05,400
And part of that is the education.

320
00:17:06,329 --> 00:17:06,750
I love that.

321
00:17:07,140 --> 00:17:08,310
And the education is huge.

322
00:17:08,310 --> 00:17:12,810
What type, what, like when you present
it to, uh, someone who's about to buy

323
00:17:12,810 --> 00:17:18,180
from you or, or like a per a perspective
client, what type are you talking about?

324
00:17:18,640 --> 00:17:19,510
Soil erosion.

325
00:17:19,510 --> 00:17:21,460
Are you talking about
the importance of trees?

326
00:17:21,460 --> 00:17:26,080
Are you talking about how, you know,
other, other, uh, suppliers might

327
00:17:26,080 --> 00:17:30,130
be using, you know, products made
from trees, plastics, And so forth?

328
00:17:30,520 --> 00:17:33,970
Is that the type of education that
you're, that you're providing, you know,

329
00:17:34,060 --> 00:17:35,860
to the, to the, the prospective client?

330
00:17:37,020 --> 00:17:37,470
Yes.

331
00:17:37,530 --> 00:17:39,120
And in fact we do that every day.

332
00:17:39,360 --> 00:17:44,040
Uh, it, it is all part of the
reason, uh, in the business world.

333
00:17:44,040 --> 00:17:48,450
We're talking to c-level decision
makers, uh, because they, they understand

334
00:17:48,450 --> 00:17:53,520
the magic of being able to not only
utilize materials like this that

335
00:17:53,520 --> 00:17:55,980
are very innovative, but be able to.

336
00:17:56,200 --> 00:18:00,340
Um, you know, uh, be proud of
the, uh, results they're getting.

337
00:18:00,730 --> 00:18:05,620
Uh, the metric reports that we offer our
clients are being used in shareholder

338
00:18:05,620 --> 00:18:10,149
letters are being used, uh, to
promote their, to their stakeholders

339
00:18:10,149 --> 00:18:11,919
across all their business channels.

340
00:18:12,220 --> 00:18:17,290
Um, those metrics are important
and that is, um, the difference

341
00:18:17,290 --> 00:18:19,510
between what we do as a company.

342
00:18:20,095 --> 00:18:26,215
Education, uh, is widespread, and we
have some very, very robust platforms.

343
00:18:26,455 --> 00:18:31,285
We have an actual academy, which
we have now close to 3000 graduates

344
00:18:31,555 --> 00:18:33,265
that are industry graduates.

345
00:18:33,265 --> 00:18:37,405
Not a traditional consumer, but folks
who are actually making decisions in the

346
00:18:37,405 --> 00:18:42,175
corporate world or those in the supply
chain that actually sell our materials.

347
00:18:42,504 --> 00:18:47,245
Um, that's, that, that is the envi,
uh, Emerald Sustainability Academy.

348
00:18:47,545 --> 00:18:48,865
Um, that is.

349
00:18:49,245 --> 00:18:50,145
Very active.

350
00:18:50,235 --> 00:18:50,294
Yeah.

351
00:18:50,415 --> 00:18:54,014
Uh, we also have a podcast,
which we just did recently.

352
00:18:54,014 --> 00:19:00,855
So, um, we are communicating, um, yeah, as
best we can in a very loud, noisy world.

353
00:19:01,034 --> 00:19:04,725
So it's organizations and podcasts
like yours, and/or, that needs

354
00:19:04,725 --> 00:19:09,195
to spread the facts of what the
differences is in environmentalists.

355
00:19:09,855 --> 00:19:11,445
Well, and I, I, I
completely agree with you.

356
00:19:11,445 --> 00:19:15,465
I like how you're constantly providing
different ways that people can

357
00:19:15,465 --> 00:19:19,185
communicate or people could listen to the
communication and the education that you

358
00:19:19,185 --> 00:19:22,784
provide, whether it's a podcast, whether
it's a newsletter, whether it's an email,

359
00:19:22,995 --> 00:19:24,584
uh, whether it's in, you know, business.

360
00:19:24,640 --> 00:19:25,780
Pamphlets And so forth.

361
00:19:25,780 --> 00:19:29,980
Digital and, and you, you sending it
over to, to customers and clients because

362
00:19:30,220 --> 00:19:34,330
I mean, that's what is, it's really,
uh, a, a, a thing like we, the people

363
00:19:34,330 --> 00:19:37,870
need to be educated on the importance,
on the urgency to go towards these

364
00:19:37,870 --> 00:19:39,430
products and start using these products.

365
00:19:39,490 --> 00:19:44,350
And I just love the scale that you're
doing it at, uh, with large corporations

366
00:19:44,350 --> 00:19:45,445
that would traditionally buy.

367
00:19:46,110 --> 00:19:49,080
Sort of the, the, the regular
products that we would get that are

368
00:19:49,080 --> 00:19:52,860
wasteful and bad for the bad, for
the environment, you know, tenfold.

369
00:19:52,889 --> 00:19:53,189
Right.

370
00:19:53,189 --> 00:19:56,129
You know, when you, when you look at
this, probably even more Um, So I, I

371
00:19:56,129 --> 00:19:58,199
really think that's an interesting thing.

372
00:19:58,199 --> 00:20:01,324
When, when did you find
that you were really.

373
00:20:02,205 --> 00:20:05,775
You know, making a dent in the market,
like, 'cause it's gotta be a difficult

374
00:20:05,775 --> 00:20:08,025
thing to get in educating people.

375
00:20:08,025 --> 00:20:11,025
'cause people are like, well this is
just regular day stuff that we use.

376
00:20:11,265 --> 00:20:13,125
Why do we need to do something different?

377
00:20:13,125 --> 00:20:18,375
When did you really find that you were
making that dent and getting people

378
00:20:18,375 --> 00:20:21,735
to listen and understand like, the
importance of using products like yours?

379
00:20:22,875 --> 00:20:28,275
What's interesting stat is, um,
10 years ago, 3% of the actual

380
00:20:28,275 --> 00:20:29,895
decision makers, consumers.

381
00:20:30,284 --> 00:20:35,085
Um, uh, represented what we would
today say is a tree hugger, right?

382
00:20:35,090 --> 00:20:35,220
Mm-hmm.

383
00:20:35,685 --> 00:20:36,254
Mm-hmm.

384
00:20:36,495 --> 00:20:41,745
And so you fast forward a decade and it's
still hasn't moved the needle that much.

385
00:20:41,745 --> 00:20:42,044
Right?

386
00:20:42,225 --> 00:20:44,445
Tree huggers are still
less than 10%, right?

387
00:20:44,445 --> 00:20:45,014
It's about 9%.

388
00:20:45,870 --> 00:20:50,820
Um, So we don't need to focus on the
tree hugger because they're committed.

389
00:20:50,910 --> 00:20:51,150
Right.

390
00:20:51,150 --> 00:20:54,420
Of course, when they hear about what
we're doing, they're, they're all in.

391
00:20:54,810 --> 00:21:01,020
Um, but it's the other 91, 90 2%
that needs to be educated and the

392
00:21:01,020 --> 00:21:05,105
difference between what they may
think is a green product mm-hmm.

393
00:21:05,185 --> 00:21:05,425
Versus.

394
00:21:05,940 --> 00:21:10,740
What is a revolutionary innovative
technology that is radically different?

395
00:21:11,070 --> 00:21:11,490
Right.

396
00:21:11,580 --> 00:21:14,790
And again, coming at a price
points are very comparative.

397
00:21:14,790 --> 00:21:15,000
Right?

398
00:21:15,000 --> 00:21:19,770
When, where we, we bring in budgets that
are, you know, within 99% of current

399
00:21:19,770 --> 00:21:21,870
budgets and bring all this value add.

400
00:21:22,110 --> 00:21:26,490
So, um, it's not about the
money, it's about the education.

401
00:21:26,790 --> 00:21:26,850
Yeah.

402
00:21:26,850 --> 00:21:31,170
And for us to communicate
that to, uh, individuals.

403
00:21:31,435 --> 00:21:36,895
Uh, why we, uh, uh, point our
interest in our con our, our, our

404
00:21:36,955 --> 00:21:40,825
energies into the larger footprints
is 'cause they make a big difference.

405
00:21:41,155 --> 00:21:45,655
Um, you know, we have clients that are
saving, you know, 8,000 trees a year.

406
00:21:46,014 --> 00:21:49,764
Uh, you know, uh, I mean, you
know, these are mul, these are

407
00:21:49,764 --> 00:21:51,170
forest right that are being saved.

408
00:21:51,465 --> 00:21:53,084
Yeah, absolutely.

409
00:21:53,445 --> 00:21:58,245
These are real material differences
and as we work in that marketplace,

410
00:21:58,455 --> 00:22:00,314
we need to educate those decisions.

411
00:22:00,314 --> 00:22:05,115
Those 92%, uh, don't, you know,
believe so much in mm-hmm.

412
00:22:05,385 --> 00:22:06,885
How they make a difference.

413
00:22:07,245 --> 00:22:08,534
But that's our job.

414
00:22:08,564 --> 00:22:11,564
Our job is to make them believe
when they see the difference.

415
00:22:11,985 --> 00:22:13,570
And, uh, that's the education.

416
00:22:13,990 --> 00:22:14,925
And I love that.

417
00:22:15,074 --> 00:22:17,355
Uh, I want to just dive a little
deeper into this, 'cause I think

418
00:22:17,355 --> 00:22:20,564
this is so fascinating 'cause such
an important part of your business.

419
00:22:22,064 --> 00:22:23,835
To change people's behavior.

420
00:22:23,840 --> 00:22:25,725
You, you know, you mentioned
like, yeah, we got the, the tree

421
00:22:25,725 --> 00:22:28,185
hug as you're preaching to the
choir with them because Yeah.

422
00:22:28,185 --> 00:22:29,625
Hey, like, we know what we need to do.

423
00:22:29,625 --> 00:22:30,855
We need to protect the environment.

424
00:22:30,855 --> 00:22:32,804
We're gonna, we're gonna seek out.

425
00:22:33,120 --> 00:22:36,090
You know, businesses that actually
are more sustainable, that are

426
00:22:36,090 --> 00:22:37,620
not greenwashing And so forth.

427
00:22:37,919 --> 00:22:42,389
The 92 other percenters that, that we
talk about, a lot of them are just going

428
00:22:42,389 --> 00:22:45,540
through life because they have to go
through life and they're just going with

429
00:22:45,540 --> 00:22:47,070
whatever product is in front of them.

430
00:22:47,310 --> 00:22:50,040
That's, you know, sort of
the status quo kind of thing.

431
00:22:50,460 --> 00:22:50,939
Um.

432
00:22:51,360 --> 00:22:56,490
What is, is the, what sounds, what you're
saying here is like you present them with

433
00:22:56,520 --> 00:23:02,820
tangible measurements of numbers of, say,
trees that you're saving or, you know,

434
00:23:02,820 --> 00:23:05,190
num of, of, of like areas you're saving.

435
00:23:05,490 --> 00:23:08,790
Is that, what is that What actually
works is like you presenting

436
00:23:08,790 --> 00:23:12,990
like by buying these products,
if you buy this amount of, say.

437
00:23:13,060 --> 00:23:16,960
Paper towels and utensils and,
and toilet paper And so forth, you

438
00:23:16,960 --> 00:23:19,149
are saving, you know, 8,000 trees.

439
00:23:19,659 --> 00:23:21,730
Is that, does that come in with an order?

440
00:23:21,730 --> 00:23:25,899
Is that like, those facts is, that's
what's, you know, changing their mind

441
00:23:25,899 --> 00:23:29,500
or making be like, Hey, this could go
into a shareholder newsletter, or we

442
00:23:29,500 --> 00:23:33,669
can use this to tell our, our staff
and, and you know, sort of our customers

443
00:23:33,850 --> 00:23:35,440
overall that this is what we use.

444
00:23:35,620 --> 00:23:37,389
Is it those numbers that
are actually working?

445
00:23:38,385 --> 00:23:39,315
Well, there's two things.

446
00:23:39,375 --> 00:23:43,544
Um, first I gave you a stat of
the last decade of the changes,

447
00:23:43,815 --> 00:23:45,044
uh, on those percentages.

448
00:23:45,044 --> 00:23:45,105
Yeah.

449
00:23:45,284 --> 00:23:49,815
What we are predicting over the next
10 years that we're going to see those

450
00:23:49,815 --> 00:23:54,645
decision makers, because it's a younger
decision making demographic, uh, we

451
00:23:54,645 --> 00:23:57,855
think that's going to triple right,
and they don't necessarily have to be

452
00:23:57,855 --> 00:23:59,205
tree huggers, but they're going to be.

453
00:23:59,465 --> 00:24:03,725
Very, very concerned about
what, what their future is for

454
00:24:03,845 --> 00:24:07,054
young, younger folks and their
grandchildren and children And so on.

455
00:24:07,385 --> 00:24:10,264
So we see that stat changing dramatically.

456
00:24:10,534 --> 00:24:14,945
The second part of that is, yes,
numbers do make a difference, right?

457
00:24:15,034 --> 00:24:17,225
Um, uh, and, and we all know that.

458
00:24:17,254 --> 00:24:21,635
And, uh, part of the algorithms
that we built into our system, which

459
00:24:21,935 --> 00:24:28,084
took many years and quite a bit of
investment, um, uh, really demonstrates.

460
00:24:28,500 --> 00:24:32,880
Clear and concisely to these decision
makers and these companies, and

461
00:24:32,880 --> 00:24:37,350
we got cruise lines, hotels, and,
uh, major, you know, financial

462
00:24:37,350 --> 00:24:38,525
institutions across the country.

463
00:24:40,125 --> 00:24:41,715
Those numbers do make a difference.

464
00:24:41,715 --> 00:24:42,524
Yeah, they are.

465
00:24:42,794 --> 00:24:47,324
They, they hit home when someone
recognizes, and when we do make our

466
00:24:47,324 --> 00:24:52,665
presentations, we do give them, um, uh,
hypotheticals on their impact reports

467
00:24:52,665 --> 00:24:56,385
because we go in as consultants, we
actually analyze their footprints,

468
00:24:56,385 --> 00:24:59,804
analyze their consumption, analyze
the materials they're currently using.

469
00:25:00,195 --> 00:25:04,395
So when you add it all up, uh, they
get an environmental impact report.

470
00:25:04,800 --> 00:25:08,730
Who's going to say no to
saving seven, 8,000 trees?

471
00:25:08,730 --> 00:25:08,970
Right?

472
00:25:08,970 --> 00:25:09,480
A hundred percent.

473
00:25:09,990 --> 00:25:14,400
And, and, and don't get me wrong, there
are a few that do, but yeah, when we

474
00:25:14,400 --> 00:25:18,660
get those presentations, uh, we're
awarded the business 80% of the time.

475
00:25:18,660 --> 00:25:22,620
So, uh, it's interesting, um, it again.

476
00:25:23,315 --> 00:25:27,754
There's an old, that old saying,
and, and those are the, um, listeners

477
00:25:27,754 --> 00:25:29,195
that may, may remember this.

478
00:25:29,195 --> 00:25:33,095
There was a great saying back in
the seventies and eighties that an

479
00:25:33,095 --> 00:25:35,165
educated consumer is our best customer.

480
00:25:35,975 --> 00:25:36,034
Yeah.

481
00:25:36,455 --> 00:25:40,985
I, I tend to tell my folks, make
sure you understand that is a fact.

482
00:25:41,315 --> 00:25:45,215
The more you educate a customer,
the more they're going to recognize

483
00:25:45,215 --> 00:25:48,544
the difference between what you are
providing versus everything else.

484
00:25:49,230 --> 00:25:49,770
I love it.

485
00:25:49,830 --> 00:25:53,160
I, I just think it's, it's, uh,
I, I completely agree with you.

486
00:25:53,160 --> 00:25:57,899
I think it's, it's a fantastic, you know,
thought process when you go through, like,

487
00:25:57,899 --> 00:26:02,340
do you have a team, like in your marketing
department that's just, you know,

488
00:26:02,550 --> 00:26:04,980
there to get the latest measurements.

489
00:26:05,075 --> 00:26:09,005
Understand the product better, provide
that communication, you know, the,

490
00:26:09,020 --> 00:26:13,415
the, the podcast, the newsletters, all
that information that, you know, making

491
00:26:13,415 --> 00:26:14,855
sure the presentations are up to date.

492
00:26:15,035 --> 00:26:17,285
Do you have like a team, like
do you have scientists on there

493
00:26:17,285 --> 00:26:19,055
too, like to, to talk about this?

494
00:26:19,055 --> 00:26:20,915
Like where is the information coming from?

495
00:26:21,945 --> 00:26:25,245
Well, you, you, you, you named about five
different parts of our business, right?

496
00:26:25,485 --> 00:26:26,324
Yeah, I think so.

497
00:26:26,324 --> 00:26:26,355
Okay.

498
00:26:27,419 --> 00:26:30,375
Uh, and, and, and thank god I
don't have to wear all those hats.

499
00:26:30,524 --> 00:26:30,645
Right.

500
00:26:31,004 --> 00:26:35,175
But, uh, when it comes to marketing
communications, um, you know, I think

501
00:26:35,175 --> 00:26:36,615
we have the best team in the business.

502
00:26:36,764 --> 00:26:40,335
Not because, um, I'm, I'm
saying that I'm right.

503
00:26:40,565 --> 00:26:45,125
Of course they are the most educated in
a, in a technology that is rather new.

504
00:26:45,125 --> 00:26:45,215
Right.

505
00:26:45,485 --> 00:26:50,045
And they have a great way of communicating
that, uh, and bringing it back down

506
00:26:50,045 --> 00:26:53,915
to layman's terms, uh, because, you
know, to answer your second part

507
00:26:53,915 --> 00:26:55,895
is, you know, do we have scientists?

508
00:26:55,895 --> 00:26:57,965
Well, we do r and d every day.

509
00:26:58,235 --> 00:26:58,655
Um, right.

510
00:26:58,805 --> 00:27:00,065
There is a lot.

511
00:27:00,155 --> 00:27:03,965
To what it is we've done
over the last 10 to 20 years.

512
00:27:04,235 --> 00:27:04,625
Right?

513
00:27:04,649 --> 00:27:08,195
Uh, uh, evolving from
single products to 370.

514
00:27:08,645 --> 00:27:12,545
Um, that means we need to understand
every part of the makeup of the material.

515
00:27:12,545 --> 00:27:17,645
So, uh, we own all the formulations,
uh, based on all the r and d and

516
00:27:17,645 --> 00:27:18,965
we're continue to do r and d.

517
00:27:18,965 --> 00:27:20,555
We're gonna be rolling
out some very interesting.

518
00:27:21,150 --> 00:27:25,800
Packaging material for consumer
packaging, uh, for major brands.

519
00:27:26,370 --> 00:27:26,460
Nice.

520
00:27:26,460 --> 00:27:31,740
That are very much looking to advance
their image, uh, with their packaging,

521
00:27:31,740 --> 00:27:33,420
along with their actual product.

522
00:27:33,420 --> 00:27:33,570
Unreal.

523
00:27:33,570 --> 00:27:34,885
So a natural product.

524
00:27:35,400 --> 00:27:35,730
Yeah.

525
00:27:35,760 --> 00:27:37,080
Chemical free product.

526
00:27:37,350 --> 00:27:40,980
Uh, our new material's gonna be
all of that, so they're gonna have

527
00:27:40,980 --> 00:27:45,300
highly, uh, compostable materials
made from tree free materials.

528
00:27:45,300 --> 00:27:46,620
So it's, it's interesting.

529
00:27:46,620 --> 00:27:48,030
We're constantly evolving so.

530
00:27:48,180 --> 00:27:49,380
It's, I love that.

531
00:27:50,280 --> 00:27:50,880
I love that.

532
00:27:50,880 --> 00:27:52,890
Now, let me ask you this,
I, I live in Canada.

533
00:27:53,370 --> 00:27:57,300
Uh, is there any way that, that your
products make it up to Canada or is

534
00:27:57,300 --> 00:28:02,550
it just right now in, in the us I, you
know, there may be products finding

535
00:28:02,550 --> 00:28:04,110
its way into the Canadian market.

536
00:28:04,110 --> 00:28:04,920
I don't know.

537
00:28:05,190 --> 00:28:08,880
Uh, we do have some distribution
in, in all parts of the country.

538
00:28:09,060 --> 00:28:13,140
So in, in that case, they may,
may go, but, um, we're always

539
00:28:13,140 --> 00:28:15,060
looking, uh, to our neighbors north.

540
00:28:15,110 --> 00:28:15,169
Yeah.

541
00:28:15,300 --> 00:28:15,490
Yeah.

542
00:28:15,490 --> 00:28:16,280
To our neighbor south.

543
00:28:16,639 --> 00:28:17,870
Uh, we love you all.

544
00:28:18,020 --> 00:28:23,060
And, uh, at the end of the day, it's, it,
this is a global, uh, expedition, right?

545
00:28:23,240 --> 00:28:23,629
For sure.

546
00:28:23,719 --> 00:28:26,750
This is something where, um, if
we can change the minds of the

547
00:28:26,750 --> 00:28:30,199
consumers, they will change the
minds of these legacy players.

548
00:28:30,439 --> 00:28:34,370
Who, in my mind, I, I, is one of my goals.

549
00:28:34,445 --> 00:28:34,504
Yeah.

550
00:28:34,575 --> 00:28:34,764
Yeah.

551
00:28:34,764 --> 00:28:38,435
To get these legacy players
to adjust because we're never

552
00:28:38,435 --> 00:28:39,814
gonna be as big as them.

553
00:28:40,355 --> 00:28:40,445
Right.

554
00:28:40,564 --> 00:28:45,034
And, but if we, if we can get the
consumers to change their minds,

555
00:28:45,245 --> 00:28:48,155
they'll get these big legacy
players to do what we're doing.

556
00:28:48,455 --> 00:28:49,925
They have the capabilities.

557
00:28:50,165 --> 00:28:50,345
Yeah.

558
00:28:50,345 --> 00:28:51,875
They just don't have the, uh.

559
00:28:52,240 --> 00:28:54,400
The urge to do it yet, but they will.

560
00:28:54,400 --> 00:28:54,610
Yeah.

561
00:28:54,610 --> 00:28:57,280
And, and is there consumers that
will provide them with that urge?

562
00:28:57,280 --> 00:28:59,500
You know, you vote with your
wallet a lot of the times, and

563
00:28:59,500 --> 00:29:00,640
I think that's really important.

564
00:29:00,790 --> 00:29:03,880
On the Canadian front, I think the biggest
difference is you just have to have

565
00:29:03,880 --> 00:29:07,060
packaging in French and English, and once
you're there, you can come, come north.

566
00:29:07,060 --> 00:29:08,680
So please consider that.

567
00:29:08,770 --> 00:29:10,120
Uh, if you need help, let me know.

568
00:29:10,360 --> 00:29:13,150
Uh, but I think that's something
that's, that's really important.

569
00:29:13,150 --> 00:29:17,300
I'd, uh, you know, Ralph, this has been
amazing for you to drop by and, and

570
00:29:17,300 --> 00:29:19,060
let us know about, about the products.

571
00:29:19,060 --> 00:29:20,020
You know, you have.

572
00:29:20,260 --> 00:29:25,600
Paper towels, plates, uh, napkins,
toilet papers, bowls cut like coffee

573
00:29:25,600 --> 00:29:29,320
cups, uh, like other cups, like I
even ice cream cups like you get

574
00:29:29,320 --> 00:29:33,370
out of, you know, I think Kleenex,
everything like tissues, everything.

575
00:29:33,610 --> 00:29:37,660
Uh, then it is all zero waste tree
free, compostable, and plastic free.

576
00:29:37,810 --> 00:29:42,790
I love what you're doing, not only for
your company, but also for the planet.

577
00:29:42,790 --> 00:29:46,090
And I wanna thank you for
continuing to drive this market

578
00:29:46,090 --> 00:29:47,379
and continuing to change it.

579
00:29:47,705 --> 00:29:51,995
Because we know it's not easy and we
know it's, you know, sometimes probably

580
00:29:51,995 --> 00:29:53,675
like beating yourself up about it.

581
00:29:53,710 --> 00:29:57,305
Try, try and get more and more, especially
when you talk about some of these legacy

582
00:29:57,305 --> 00:30:01,475
companies changing their minds, and I can
urge you to continue to do what you do.

583
00:30:01,475 --> 00:30:05,165
We will help you in any way possible,
um, and, and love to, to have you

584
00:30:05,165 --> 00:30:08,465
back on to talk more about any new
products that you're coming on or

585
00:30:08,465 --> 00:30:09,965
anything new you wanna talk about.

586
00:30:10,175 --> 00:30:11,045
Uh, please let us know.

587
00:30:11,045 --> 00:30:13,385
We'd love to have you back on and,
and thank you for all the work you do.

588
00:30:14,580 --> 00:30:18,480
Thank you And/or, and I encourage
you to keep your, keep your audience

589
00:30:18,480 --> 00:30:21,840
very, very educated on what's going on
out there and the new things that are

590
00:30:21,840 --> 00:30:23,699
there because you're absolutely right.

591
00:30:23,970 --> 00:30:26,459
They change the minds of the
legacy players every time

592
00:30:26,459 --> 00:30:28,649
they buy something different.

593
00:30:29,280 --> 00:30:29,760
Absolutely.

594
00:30:29,760 --> 00:30:30,475
Thank you so much, Ralph.

595
00:30:30,475 --> 00:30:31,195
Really appreciate it.

596
00:30:32,355 --> 00:30:32,985
Great seeing.

597
00:30:35,370 --> 00:30:37,770
Thank you Ra, for joining us
on today's episode of the How

598
00:30:37,770 --> 00:30:38,760
to Protect the Ocean Podcast.

599
00:30:38,760 --> 00:30:43,020
Love what you have been doing for
the last nearly four decades and are

600
00:30:43,020 --> 00:30:45,120
gonna be doing well into the future.

601
00:30:45,120 --> 00:30:46,470
You have a great team surrounding you.

602
00:30:46,590 --> 00:30:49,530
You have a great team that's
communicating a lot of great things

603
00:30:49,530 --> 00:30:52,169
about the products and why it's
important to have these products.

604
00:30:52,320 --> 00:30:55,169
You have a podcast, which we'll
link down in the show notes, and

605
00:30:55,169 --> 00:30:57,720
you'll see throughout this intro
and outro, you'll probably see the

606
00:30:57,720 --> 00:31:00,810
footage of the types of products
that they have and the environment

607
00:31:00,810 --> 00:31:02,280
that they live in is always great.

608
00:31:02,280 --> 00:31:05,790
If you are listening to this and
you are a C-level suite person

609
00:31:05,790 --> 00:31:08,939
who can make decisions on buying
products for your corporation that

610
00:31:08,939 --> 00:31:10,860
are sustainable, I highly recommend.

611
00:31:11,195 --> 00:31:15,695
You go over to Emerald ovations, give
them a call, get in contact, and let

612
00:31:15,695 --> 00:31:18,035
them change your corporation's world.

613
00:31:18,035 --> 00:31:20,014
I think it's really great
to be able to do that.

614
00:31:20,014 --> 00:31:23,495
So I think companies like this is what
we need to talk about more because

615
00:31:23,495 --> 00:31:26,495
they're changing the world, and I
really appreciate them for doing that.

616
00:31:26,495 --> 00:31:28,295
So thank you, Ralph, for joining us.

617
00:31:28,415 --> 00:31:29,915
I wanna thank you for listening to us.

618
00:31:29,915 --> 00:31:32,195
If you have any questions or
comments about this episode, please

619
00:31:32,195 --> 00:31:33,545
let me know in the comments below.

620
00:31:33,545 --> 00:31:34,240
If you're watching this on YouTube.

621
00:31:34,785 --> 00:31:37,755
And if you're listening to this on your
favorite podcast app, apple, Spotify,

622
00:31:37,845 --> 00:31:42,345
Amazon, whatever that might be, please
get in touch with me through two ways.

623
00:31:42,405 --> 00:31:46,065
You can go to Instagram and DM
me on at how to protect the Ocean

624
00:31:46,065 --> 00:31:47,895
that's at How to Protect the Ocean.

625
00:31:48,135 --> 00:31:52,995
Or you can go to speak up for
blue.com/contact, fill out the form.

626
00:31:52,995 --> 00:31:54,465
It goes straight to my personal email.

627
00:31:54,585 --> 00:31:57,735
Other than that, I wanna thank you so
much, so, so, so much for listening

628
00:31:57,735 --> 00:32:00,375
to this episode and all the other
episodes that you've listened to.

629
00:32:00,585 --> 00:32:03,765
Don't forget to subscribe and share
these episodes with people that you love.

630
00:32:03,845 --> 00:32:07,565
And you want to see change in a
beautiful world that we can have

631
00:32:07,595 --> 00:32:09,755
sustainable products at scale.

632
00:32:10,055 --> 00:32:12,485
I wanna thank you so much for
joining us on today's episode of the

633
00:32:12,485 --> 00:32:13,745
How to Protect the Ocean Podcast.

634
00:32:13,985 --> 00:32:16,295
I'm your host Angela, and from
the True Nord strong and free.

635
00:32:16,295 --> 00:32:16,985
Have a great day.

636
00:32:16,985 --> 00:32:19,205
We'll talk to you next time
and happy conservation.