Who Gives A Crap turns to coffee to boost toilet paper usage

Eco-friendly toilet paper startup Who Gives a Crap has expanded outside of the bathroom, launching a limited edition coffee product. Because if anything will get you using more loo roll in the morning, it’s a steaming cup of Joe.

The fair-trade Blend No. 2 coffee claims to come with notes of ‘juicy ripe apple’ and dark chocolate, and is available as a whole bean or ground. It also comes in a compostable packet.

But the startup’s MO is clear: to get more people on the can and using Who Gives A Crap’s flagship toilet paper products. Each coffee purchase even comes with a roll.

Who Gives A Crap donates half of its profits to water and sanitation charities.

Founded in 2012, it has donated more than $10 million to good causes since, with more than half of that donated after the great run on toilet paper in 2020.

In September, Who Gives A Crap raised $41.5 million in its first venture capital funding round.

At that time, founder and chief Simon Griffiths told SmartCompany the business had goals of donating billions to charity through sales of toilet paper and other products.

Who Gives a Crap co-founders Danny Alexander, Simon Griffiths and Jehan Ratnatunga. Source: supplied.

Coffee seemed like as good a place as any to start.

“We’ve heard from reliable sources that coffee makes some people need to go to the bathroom,” Griffiths said in a statement.

“As a toilet paper business, we found that pretty interesting.

“After all, the more toilet paper people use, the more we can donate to the billions of people living without safe access to a toilet.”

 

 

 

 

 

 

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