Grove initially reached out to Margot as an AdWords specialist. They ultimately went with another candidate, but were impressed by her enough to offer her "emerging channels," including direct mail. "I work with our printers to source FSC-certified materials. When we need to use paper, we do our best to source recycled materials." Margot also told us that most people think that 100% recycled paper is best for the environment. But Grove has devised an even better solution: treeless paper, made from bamboo and sugarcane, for products like toilet paper and tissues.
These treeless products comprise their Seedling line, which is partnered with the Arbor Day Foundation: for every 50 units sold, they plant a tree. They're on track to plant ~100,000 new trees this year, and it seems to be pretty good toilet paper. Of course, disrupting the environmental impact of toilet paper only goes so far.