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Live from Circularity 22: Grove Collaborative Continues to Push ‘Beyond Plastic’

Danielle Jezienicki, Senior Director of Sustainability for Grove, shares how the company’s ambition to be plastic-free is the first step toward a circular economy.

(l. to r.) Danielle Jezienicki, Senior Director of Sustainability for Grove Collaborative, and Emily Tipaldo, Executive Director of the U.S. Plastics Pact
(l. to r.) Danielle Jezienicki, Senior Director of Sustainability for Grove Collaborative, and Emily Tipaldo, Executive Director of the U.S. Plastics Pact

Grove Collaborative, a creator and curator of 150+ healthy, effective, ethically produced, and cruelty-free personal care and household cleaning brands sold primarily online, has just three short years to meet its goal of being plastic-free by 2025. While the company has a ways to go, Danielle Jezienicki, Senior Director of Sustainability for Grove, says she’s optimistic about the progress made by Grove thus far since the company’s five-year Beyond Plastic™ goal was set in 2020.

We’ve seen a tremendous amount of progress in a short amount of time, and I think the most encouraging thing is how much consumers are leaps and bounds ahead of where we expected them to be, adopting new formats, exploring the brands, and thinking about possible alternatives,” she said. Jezienicki shared these thoughts in an interview with Emily Tipaldo, Executive Director of the U.S. Plastics Pact, during a session, “The Race to 2025: Achieving Plastics & Packaging Goals,” during GreenBiz’s Circularity 22 conference, held in May in Atlanta.

Providing background on Grove’s zero-plastic goal, Jezienicki shared how, in 2020, the company—wanting to set a sustainability commitment—looked across the CPG industry and determined plastics was the number-one issue. “The whole industry has been built on the back of this seemingly disposable, cheap, single-use plastic. Obviously it’s convenient, but what happens to it after?” she said.

“As consumers, we’ve been conditioned to think, ‘I want clean hair, so that means my shampoo bottle’s going to last for 500 years.’ Same thing with the diaper,” Jezienicki continued. “We felt like this challenge was really our opportunity to provide a new perspective. We are sustainability-focused at our core. We’re not a public company, so we had the ability to set a really ambitious goal, really reimagine the future of sustainable products.


Read article   Read this story on Grove Collaborative’s Peach line of plastic-free refillable deodorant.


“Grove’s mission is to have household essentials be a force for positive impact, and simply put, it didn't feel like plastic could be part of that equation in any meaningful way.”

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