Tru Earth, Canada's 2nd Fast Growing StartUp 2020

January 15, 2021 3 min read

Tru Earth Australia, available from Smiling Wallaby, Adelaide, Australia

Tru Earth Declared Canada’s 2nd Fastest Growing Startup Overall and Fastest Growing CPG Startup by Canadian Business Magazine Growth statistics indicate the laundry strip company is the fastest growing environmental company in more than 5 years.

Left to right: Co-Founders Ryan McKenzie, Kevin Hinton and Brad Liski (Photo: Business Wire) October 15, 2020 10:34 AM Eastern Daylight Time VANCOUVER, British Columbia--(BUSINESS WIRE)--Canadian Business today ranked Tru Earth No. 2 on its annual STARTUP LIST, the definitive ranking of Canada’s Top New Growth Companies. Produced by Canada’s premier business and current affairs media brands, the STARTUP LIST ranks Canadian businesses on two-year revenue growth. Growth List winners are profiled in a special print issue of Canadian Business published with Maclean’s magazine and online at and We are so excited to share this news! Today, Canadian Business magazine named Tru Earth the second fastest growing startup in Canada! None of this would have been possible without you! Thanks for being a "Change-Maker" Tweet this Tru Earth dominated the consumer-packaged goods start-up market with a two-year revenue growth of 8408%, from $0 to a current run rate of over $30 Million based entirely on its zero-waste, environmentally friendly laundry strip that completely eliminates the need for heavy plastic detergent jugs. Tru Earth CEO, Brad Liski says the ranking is an exciting validation of the company’s mission. “As a consumer-packaged goods company, launching a zero waste, compact, disruptive product into an established laundry detergent market was intimidating but we knew there was a gap there,” he said. “We are at war with plastic. Our eco-strips come in compostable carboard envelopes and completely dissolve in the laundry process. People want a better way to do laundry that doesn’t involve planet-killing waste, excessive transportation emissions and bulky inconvenience. We have been able to fill that void with a product that addresses those issues head on. This is also just the beginning of a collection of products that will dominate the kitchen, bathroom and laundry rooms in change-makers' homes across the globe.” With a current customer base of 175,000 returning subscribers and purchasers, Tru Earth has grown every month since its inception and so far, customers have purchased enough laundry strips to keep nearly 2-million plastic jugs out of landfills. The Tru Earth team considers those customers to be environmental “change-makers” and the real heroes of the story. The company is also committed to giving back and to date has donated well over 2-million loads of laundry to vulnerable families in Canada, the United States and as a part of an international shipment to Ghana. Company co-founders, Brad Liski, Ryan McKenzie and Kevin Hinton have each played important, defined roles in Tru Earth’s success. With Liski as CEO, McKenzie oversees customer development and marketing while Hinton has built and manages the IT platform that is core to the company’s customer interactions. According to Canadian Business, that entrepreneurism and leadership defines this year’s honorees. “The companies on the 2020 Growth List are really exceptional. Their stories are a masterclass in how to survive when the economy throws a curveball. Despite turbulence, the 2020 Growth List companies showed resilience, spirit and, most importantly, empathy and strong leadership,” says Susan Grimbly, Growth List Editor. “As we celebrate over 30 years of the Canada’s Fastest-Growing Companies program, it’s encouraging to see that the heart of Canada’s entrepreneurial community beats strong, even in tough times.” COME AND JOIN THE Our customers are the heroes. Meet the Tru change-makers! They continue to spread the word about the changes they've made to lower their own carbon footprint. Our community leads by example. They are demonstrating that small changes or hinges, as Tru Earth calls them, can open big doors. Proving that one person can influence thousands of people in making simple, sustainable changes. About Tru Earth: Tru Earth, based in Vancouver, Canada provides global consumers with eco-friendly zero waste laundry detergent strips. Tru Earth is disrupting the laundry industry with its bold leadership, innovation and commitment to putting the health of our planet earth first. With the goal of reducing the environmental impact we have on our planet, one small change at a time, Tru Earth has founded the which has three core values: Simplicity. We believe little hinges swing big doors and small actions add up to big changes. We’re not perfect and we’re not asking anyone else to be. Empowerment: We all have the power to choose. We create products that empower people to choose sustainability, without compromising convenience. Integrity: We will never compromise our values or cut corners to reduce costs. We will not shortchange the environment to make a profit. We will be transparent about production and ingredients.

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