Qinzhu Xin
Case Western Reserve University - Weatherhead School of Management
Anasha Kannan Poyil
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Leafy Products addresses environmental sustainability by offering bamboo-based paper goods that reduce deforestation and carbon emissions associated with traditional toilet paper. By promoting responsible consumption and production (UN SDG 12) and supporting climate action (UN SDG 13), the business helps consumers make eco-conscious choices. Leafy also advances reduced inequalities (UN SDG 10) through community donations and support for minority-owned businesses.
Leafy Products, founded in 2020 in Columbus, Ohio, emerged during the early days of the COVID-19 pandemic when co-founder Marvin Green envisioned a sustainable alternative to traditional toilet paper. Recognizing the environmental impact of deforestation and the need for more sustainable consumer goods, Leafy introduced bamboo-based paper products that are biodegradable and chemical-free. Bamboo's rapid growth and minimal resource requirements make it an eco-friendly substitute for tree-based paper, directly supporting UN Sustainable Development Goals (SDGs) 12 (Responsible Consumption and Production) and 13 (Climate Action). Beyond environmental sustainability, Leafy integrates social equity into its business model. The company donates a portion of its profits to support Black-owned businesses affected by the pandemic and provides free products to homeless shelters and other organizations in need, aligning with SDG 10 (Reduced Inequalities). Additionally, Leafy's EcoPartnerPay affiliate program empowers individuals to promote eco-conscious living, further extending its impact on sustainable communities (SDG 11). Through these initiatives, Leafy demonstrates that innovative consumer products can serve as vehicles for systemic change, harmonizing profit, planet, and people for a better world.
Marvin Green’s inspiration for Leafy Products began with a moment of unexpected clarity in the middle of the night. As he described in interviews, he woke up around 2 or 3 a.m. from a dream about toilet paper. Recognizing the urgency of the pandemic-era shortages and the broader environmental impact of traditional paper products, Marvin immediately called his longtime friend and future co-founder, Charles Peak. What began as a spontaneous late-night conversation about bamboo toilet paper soon evolved into the foundational idea for Leafy Products. That early vision, sparked in the quiet hours of the night, would grow into a full-fledged company rooted in both sustainability and social impact. For Marvin, who had already launched CareCutz to serve marginalized communities, Leafy became another expression of his drive to build businesses that make a difference. The dream may have seemed random, but it planted the seeds for a solution to real-world challenges, combining eco-conscious innovation with a deep commitment to community uplift.
In the short term, Leafy’s bamboo-based paper products offered a timely solution to pandemic-induced shortages while promoting more sustainable consumer behavior. The switch to bamboo helped reduce dependence on tree-based paper, and the company’s direct-to-consumer model, bolstered by the EcoPartnerPay affiliate network, generated traction through grassroots marketing. Evidence of impact includes a strong customer base built during the first year, national media exposure through the Chase Bank spotlight, and consistent community distribution of free products to shelters and nonprofits. These early outcomes demonstrated both product viability and consumer readiness to support environmentally responsible alternatives. Long-term effects include Leafy’s influence on reshaping consumer habits around household essentials and embedding social equity into its business model. The company continues to support Black-owned businesses and marginalized communities through profit-sharing and outreach, aligning with broader DEI goals. Evidence of sustained impact is visible in ongoing partnerships, such as those with local organizations in Ohio, as well as the brand’s growing presence in sustainability and entrepreneurship discussions. Leafy has also contributed to increased awareness of bamboo as a regenerative material, reinforcing the role small businesses can play in advancing climate action and responsible consumption.
This innovation benefits Leafy Products by differentiating the brand in a competitive market while aligning it with growing consumer demand for sustainable, values-driven companies. By offering biodegradable bamboo paper goods and embedding social impact into its business model, Leafy has cultivated a loyal customer base that values both environmental responsibility and community empowerment. This has translated into strong brand recognition, increased customer retention, and national scalability through e-commerce and hospitality partnerships. Moreover, programs like EcoPartnerPay and the upcoming equity crowdfunding campaign foster deeper customer engagement and brand ambassadorship, turning buyers into advocates and investors. These innovative strategies not only drive revenue growth but also build a community-driven ecosystem that supports long-term resilience and expansion. In short, Leafy’s innovation turns sustainability and equity into business assets, fueling both purpose and profit.
Leafy Products’ innovation benefits society and the environment by offering a sustainable alternative to conventional paper goods while uplifting communities affected by economic hardship. By using fast-growing, biodegradable bamboo instead of traditional tree-based materials, Leafy reduces deforestation and waste, helping consumers make environmentally responsible choices without sacrificing convenience. Socially, Leafy goes beyond product innovation by actively supporting other small businesses that were hit hard by the COVID-19 pandemic. As a Black-owned, community-centered company, Leafy reinvests a portion of its profits to aid fellow minority-owned and underserved businesses, providing funding, visibility, and product donations. This ripple effect strengthens local economies, promotes entrepreneurship, and builds a support network that extends far beyond the brand itself.
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Marvin Green, Co-Founder
Leafy Products is a sustainable consumer goods company that produces eco-friendly, bamboo-based toilet paper and paper products. Founded in 2020 in Columbus, Ohio, Leafy was created to address the environmental impact of traditional paper goods while promoting community-driven values. The company emphasizes social equity by donating a portion of its profits to support marginalized communities and supplying free products to shelters and nonprofits. Leafy also engages in direct-to-consumer sales and educational outreach to promote sustainability in everyday choices.