November 5th, 2025
Rolling with purpose
Founded in 2017 and headquartered in Weesp, Netherlands, The Good Roll was born out of the realisation that, while billions lack safe toilets, for those that do have this luxury, hundreds of thousands of trees are felled daily for paper production. Motivated by these statistics, the founders, Sander de Klerk and Melle Schellekens, launched a venture offering 100% tree-friendly toilet paper made from European recycled and bamboo fibres, never from fresh trees. Each roll also donates 50% of its net profit toward building toilets in developing countries.
What makes The Good Roll stand out is its insistence on eco-conscious design, their products use no chlorine, dyes or fragrances and come in plastic-free packaging. While also offering double the paper per roll for added value. Their products are engineered for both comfort and performance, with both variants dissolving quickly in water. Their bamboo paper passed the rigorous PAS3 flush-ability test, with over 80% disintegration within 30 minutes.
Rolling in style
No only does Good Roll create high-functioning, quality products with ethical and sustainable consciousness, they do it in style. Their products are made from 100% recycled European paper and printed with bio or eco inks, derived from vegetable oil, therefore reinforcing the brand’s sustainability ethos and given then a unique identity which allows them to stand out on the shelf.
Rolling with impact
The Good Roll is about more than paper, it’s about purpose and impact. At The Good Roll, half of their profits go to toilet construction projects. Through their fantastic initiative ‘The Good Roll Foundation’, these projects are situated all over Africa, primarily in Ghana. Their impact extends locally too, as they run a sheltered workshop in Weesp where over 75 people with a distance to the labor market assist in wrapping and packaging. Additional external workshops in cities like Gouda, Lelystad and Amsterdam further reinforce their social mission in the Netherlands.
Their model has caught the attention of partners like Corendon Hotels & Resorts, who use The Good Roll’s products to align with their own sustainability commitments.
Rolling forward
Since achieving their B Corporation Certification in June 2022, The Good Roll has formal recognition for meeting high standards in environmental and social performance. As well as in these areas, the company is maintains its responsibility though its business as a whole. Such as with their crowdfunding campaign in 2022, raising nearly €780,000, fuelling growth and marketing expansion. Also allowing for the building of over 213 toilets in Ghana and Uganda, doubling annual turnover to reach €2.5 million and positioning them to set an ambitious target of €300 million in turnover by 2028.
Incredib-roll
The Good Roll makes it possible to maintain a responsible lifestyle even everyday essentials like toilet paper. They’ve created a product that’s not only soft, strong and sustainable, but also socially impactful and design-forward. By marrying green materials, bold branding and real-world philanthropy. They’ve rolled their way into a new model for conscientious consumption and a cleaner, more equitable future.
Created by Jessica Marwood.
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