How Repurpose built a brand around eco-friendly disposable products

Most people don't think about the brand behind their disposable plates, but Repurpose is trying to change that. The company, which is now sold in major retailers like Kroger and Costco, makes eco-friendly disposable products like plates, cups napkins, trash bags and toilet paper. While its prices are competitive, they still are at a slight premium to foam and plastic players. "It just felt like, why couldn't this be its own little category and brand that represented a whole kind of better-for-you disposable product?" said Repurpose co-founder and CEO Lauren Gropper. Gropper joined the Modern Retail Podcast and spoke about the 14-year-old company's growth. While Repurpose is in most major retailers today, it took a lot of work to convince buyers. "Any of the buyers that had any experience with it in the past [were] like, 'This doesn't work -- we've tried it, so don't even bother,' said Gropper. But after multiple news headlines around plastic disposable products hurting wildlife, more retailers began to seek out better alternatives. "We went from being in the knocking-down-every-door business to the incoming-call business," she said. Repurpose's growth has helped it figure out a sustainable business model. The idea from the get-go was to make products that could be competitive with the likes of Dixie. While the company had very slim margins at first, volume has helped Repurpose cut down on costs. "In the early days, we just went in with a lower margin knowing we're going to make this up as time goes on," Gropper said.