Plastic Pollution Challenge
The demand for straws in Ha Long is growing strongly, following the boom of the tourism industry. Quang Ninh province received more than 14 million visitors in 2019, 14% more than 2018. Among 8 million tons of plastic end up in the ocean every year, straws comprise just 0.025 percent, but significantly impacts ocean and water fauna, leading to the deaths of millions of seabirds, hundreds of thousands of sea animals and countless fish each year.
Green Joy is producing biodegradable and sustainable straws made in Viet Nam from the natural grass Lepironia.
- 1st Prize
- 2nd Prize
- Top 4 Viet Nam
Green Joy is replacing plastic straws with environmentally friendly, natural straws made of Lepironia grass, which is abundant only in the Mekong Delta of Viet Nam. The production process is eco-friendly, with 90% of the process being automated and relying on solar energy, reducing electricity and water consumption and resulting in minimal carbon emissions. We are also piloting AI technologies in the sorting process to automate the production line.
||Falling Walls Lab Viet Nam 2018|
||Blue Venture Award 2019|
||Circular Innovation Jam 2020|
SDG 12: Responsible Consumption and Production
Using 100% natural grass straws, helping to preserve the natural grass ecosystem (100 hectares of grass fields), and reduce 5 billion plastic straws by 2026.
SDG 14: Life Below Water
Avoiding the use of plastic straws to keep the ocean clean.
SDG 8: Decent Work and Economic Growth
Through our production and partnership, Greenjoy provides people with decent jobs and helps to improve local economies.
SDG 1: No poverty
Improving the livelihoods of over 1000 farmers and local people in the Mekong Delta region by 2025.
SDG 5: Gender Equality
Creating job opportunities for local women and girls. Greenjoy is a women-led startup and 70% of the staff are women and girls.
SDG 13: Climate Action
The whole production process is eco-friendly, with minimal carbon emission, no landfill and no plastic recycling.
SDG 17: Partnerships For The Goals
GreenJoy partners with farmers, local communities, NGOs, government and tech labs/universities to support the growth and development of the enterprise.
Selling to B2B HoReCa customers domestically (D2C) and wholesaler/distributors for export to Europe, America, Japan, South Korean and APAC
Revenue split: 90% wholesale, 10% retail.
The market demand for grass straws is growing exponentially, as single-use plastic ones are gradually banned in Europe, the US, Asia, in 2020 -2021. In the US alone, about 500 million straws are used every single day, and according to Statista.com, Eunomia. Straw Wars , 23.5 billion plastic straws were used in Europe as of March 2018.
With this, we calculate that the total addressable market for grass straws is about USD 2.5 billion, in which the Service Available Market and Serviceable Obtainable Market is around USD 1 billion and USD 50 million, respectively. This market potential is about 30 times larger than our current manufacturing capabilities, about 36 million straws per year
To meet such high market demand, we plan to optimize our production by gradually automating more steps of the production process.
Traction and Key Metrics
Have sold 30 million straws since Nov2018
Domestically: over 500 B2B HoReCa customers In HCMC, Phu Quoc, Nha Trang, Da Nang, Hai Phong, Hanoi
Internationally: reaching over 30 countries across Europe, America, Japan, South Korea, Oceanna and APAC
To become the number one grass straw supplier in Viet Nam and export to more than 100 countries, replacing 5 billion plastic straws and reaching a turnover of USD 50 million by 2025.
Accelerate the phasing-out of single-use plastic by making the most sustainable and affordable grass straws for the F&B sectors and individuals.
- To automate and scale up the production line
- To plant, grow and preserve 100 hectares of grass fields
- For marketing and brand exposure
- For R&D and to register IP
- For global expansion