Innovation

Mrs. Greenway has positioned its company as a pioneer in the sustainable retail space through a refilling scheme that allows customers to come in with empty containers to refill products at the store. By offering such a solution, the company not only reduces the use of plastic containers but also changes product purchasing norms in an eco-friendly way. Starting as the first refillery in Ontario, the refill model has expanded to include around 100 items including laundry, cleaning, and self-care products that are deemed suitable for eco-friendly consumers.

It isn’t just about sustainable goods – it’s also about a system that embraces the customer in an ethical scenario where all materials are ethically sourced, clearly declared, and reasonable in price. This solution is designed as a preventive measure against greenwashing and in the long run protects the environment. Mrs. Greenway aims to change consumer behaviour by altering shopping habits that are more sustainably friendly and tackles this challenge by gaining trust with transparency and high standards in all products.

Founders Of Mrs. Greenway

Inspiration

Mrs. Greenway's business innovation was based on the co-owners family values and particular experiences, during which she was looking for organic, eco-friendly options while expecting her first child. Seeing that there were no truly safe and sustainable household products available on the market, she decided to build a safe space for families who are in need of honest products that do not contain toxins.

 As Christine states “I grew up in the countryside. I was outside all the time and I remember having a huge appreciation for the Earth and nature and I want my kids to have that”. Her business innovation of a refillery was inspired by creating a stronger future for her daughters and the Earth ahead. There is no better compromise and motivation to look for safer alternatives than her family, which proves that no difference is a small one. It is upon this basis that Mrs. Greenway started filling the gap, building a store that helps customers with their sustainability journey by selling reliable eco-products.

Overall impact

Following the model of business management of Mrs. Greenway, it is easy to see how it highly aligns with the UN Sustainable Development Goals with particular reference to responsible consumption and production (SDG 12) and Climate Action (SDG 13). The company strives to work against plastic waste and repeated consumption by implementing a refill system and encouraging responsible sourcing. The refillery system challenges the norm of single-use containers, encouraging customers to reuse rather than dispose to help reduce the harmful effects on the environment. 

Mrs. Greenway ensures its products and ingredients are from suppliers whose operations follow ethical and earth-conscious standards. Christine dedicates time to researching suppliers, ensuring that each one upholds ethical working conditions and follows environmental protection laws by requiring proof of certification. Additionally, Christine checks up on suppliers to ensure these standards are upheld. Overall, the business guarantees to purchase raw materials that have been grown or made in an environmentally friendly and ethically responsible way while instilling climate change-friendly ideals in society.

Business benefit

Not only has Mrs. Greenway's refill model resonated with eco-friendly consumers, it has also played a role in the development and growth of the brand. Over time the store has increased the range of available refillables in order to keep up with the high demand in the competitive retail sector. As a result, this approach has built a customer base of individuals actively participating in sustainable consumption and improved their consumer loyalty and revenue growth.

Mrs. Greenway has transformed this innovative idea into a one-stop eco-shopping center, which has positioned itself in the market successfully. Furthermore, their customer-centred approach prioritizes consumer demands by integrating their product requests and giving them an understanding of preferences and evolving trends. 

Social and environmental benefit

The business practices of Mrs Greenway are evidence of the owner's dedication to its social and environmental cause. The refill store enables its customers to go green by making sustainability easy and that in turn, encourages positive environmental changes. The refill model promotes waste reduction and as a result, helps cut down on single-use plastics which has an environmental benefit stretching further. On top of that, their devotion toward ethical sourcing includes practices that have other sustainable methods of production available and fair trade practices that assist the benefit of both local and global communities. The owner's efforts to ensure that their customers get only what is environmentally reliable tends to fabricate loyalty among customers who respect such values and therefore, is bettering Earth one step at a time. 

Interview

Christine Kempf, Founder