What The Good Roll does

The Good Roll B.V., founded in 2017 in Weesp, Netherlands, is a social enterprise that designs, manufactures, and sells sustainable hygiene products — primarily bamboo and recycled-paper toilet paper, kitchen rolls, and tissues — alongside an expanding line of adjacent personal care and bathroom cleaning products. Its technology base is a vertically integrated supply chain anchored by the world's first WFTO-certified Fair Trade bamboo pulp factory in Akosombo, Ghana (25 tonnes/day of pulp plates plus 8 tonnes/day of mother rolls), sourcing from 843 active smallholder farmers (3,877+ registered) in the Volta region, with finishing performed at a European B Corp-certified partner facility. Products are 100% plastic-free, CO2-neutral in Europe, and free of chlorine, perfume, and harmful chemicals; the 2-ply bamboo rolls use 300 sheets per roll and are engineered to match 3-ply strength.

The company monetizes through multiple channels: a self-serve Shopify e-commerce subscription (10% recurring discount, flexible 4–14 week cadence), a one-time purchase option, and gift cards at thegoodroll.nl; Dutch retail distribution through Albert Heijn, Bol.com, Pieter Pot, Crisp, Plein, Hofweb, Odin, and Flumo; a dedicated B2B portal at b2b.thegoodroll.nl and the Ankorstore marketplace for corporate and gift-shop buyers; a multi-year 50 tonnes/day bamboo pulp supply agreement with Ghana's largest toilet paper producer; and continuous retail-investor bond issuance (currently Round 13, €100 minimum, 10% annual interest, 5-year term) via the NPEX platform.

The Good Roll's social model is structural: 50% of The Good Roll B.V. net profit and 5% of TGRG Pulp Limited Company revenue are routed to Stichting The Good Roll Foundation (ANBI-registered since 2021), which has built 243 school toilets in Ghana and provided menstrual health products to over 8,000 girls. The B Corp score of 151.2 places the company in the top 1% globally. Group structure comprises Goodroll Holding B.V. and Lisama Holding B.V. as parent entities, with ~35 HQ staff in Weesp, 342 employees at the Ghana factory, and 140 workers at social workplace Pantar for wrapping and packaging. Dutch operations turned EBITDA-positive in March 2026.

Name

The Good Roll

Legal name

The Good Roll B.V.

Website

https://thegoodroll.nl

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

51–100 employees

Short description

The Good Roll is a Dutch social enterprise that produces and sells bamboo and recycled-paper toilet paper, kitchen rolls, and adjacent hygiene products via D2C subscriptions, Dutch retail, B2B channels, and third-party bamboo pulp supply, with 50% of net profit funding toilet construction in Ghana through its Foundation.

Ownership category

akta.pro rank

Product category

Sustainable paper and hygiene products

NAICS

Sanitary Paper Product Manufacturing (322291), Converted Paper Product Manufacturing (3222), Pulp, Paper, and Paperboard Mills (3221)

SIC

Papers & Allied Products (2600), Paper Mills (2621), Wholesale-Paper & Paper Products (5110)

akta.pro primary industry

Consumer Tissue Paper (Facial, Toilet, Paper Towels, Napkins) (IMAMAGAA)

akta.pro secondary industries

Recycled-Content & Sustainable Tissue/Hygiene Products (IMAMAGAK), Paper Towels & Kitchen Rolls (CRADALAC), Recycled Tissue & Hygiene Products (IMAMAKAF)

Keywords

• Bamboo toilet paper
• Sustainable hygiene products
• Recycled tissue products
• Fair trade pulp manufacturing
• Eco-friendly household paper

Headquarters

HQ city

Weesp

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Bamboo Toilet Paper (D2C): Direct-to-consumer sale of bamboo and recycled toilet paper via thegoodroll.nl. Products include Panda Edition, Smart Choice, Cheerful Choice, Wrapless Choice. Also kitchen rolls, tissues, and bathroom cleaning products. Subscription model with 10% recurring discount.
2. B2B / Corporate Toilet Paper Sales: B2B sales via dedicated portal and Ankorstore to businesses seeking sustainable hygiene products. Corporate clients purchase in bulk for office/hospitality use.
3. Bamboo Pulp Sales to Third Parties: Bamboo mother rolls and pulp plates sold to other toilet paper manufacturers, packaging companies, and hygiene product makers in Europe and Ghana. Multi-year supply agreement with Ghana's largest toilet paper producer for 50 tonnes/day.
4. Bond Issuances (Crowdfunding): Series of bond rounds (currently at round 13) issued to retail investors via NPEX platform. €100 per bond, 10% annual interest, 5-year term. Approximately €13M in outstanding debt as of June 2026.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

The Good Roll manufactures and sells sustainable toilet paper, kitchen rolls, tissues, and adjacent household hygiene products made from bamboo or 100% recycled European paper. The company operates a vertically integrated supply chain including the world's first WFTO-certified fair trade bamboo pulp factory in Akosombo, Ghana, and donates 50% of net profit (and 5% of TGRG Ghana revenue) to The Good Roll Foundation to build school toilets in Ghana.

Product overview

The Good Roll offers a unified portfolio of sustainable hygiene products centered around bamboo and recycled toilet paper. Core products include: The Smart Choice (entry-level bamboo), The Panda Edition (bamboo with/without wrappers), The Cheerful Choice and Wrapless Choice (recycled paper), plus The Bamboo Kitchen Choice (kitchen paper). The product line extends to bamboo tissues, bathroom cleaning products (The Good Cleaner Tabs/Flush), personal care (Your Booty Buddy spray, The Good Soap), home ambiance (Post Poo Candle), and subscription service. Most products are B-Corp certified, made from sustainable bamboo or recycled paper, plastic-free packaged, and support the company's social mission (50% of net profit funds toilet construction in Ghana). Products are sold through direct-to-consumer e-commerce, retail partners (Albert Heijn, bol.com), and B2B channels.

Differentiator

Problem solved

Functional benefit

Brands

• The Good Roll Foundation: Independent charitable foundation building safe school toilets in Ghana, providing menstrual health education and reusable sanitary products for girls. ANBI registered in the Netherlands since March 2021.
• The Good Roll Africa

Products and services

• The Smart Choice Entry-level 2-ply bamboo toilet paper with 24 rolls of 300 sheets each, minimalist wrapper design, CO2-neutral European production. Targeted at sustainable consumers who want a smart price point.
• The Panda Edition - Bamboo Paper #NAKED Super-strong bamboo toilet paper sold without wrapper packaging (#NAKED), available in 2-ply 48 rolls (300 sheets) or 3-ply 27 rolls. Panda-themed branding, produced at a European B Corp facility.
• The Panda Edition - Bamboo Paper Bamboo toilet paper with colorful printed wrappers, 3-ply 27-roll packs. Hand-wrapped at social workshop Pantar. Festive 'Funky Friend' design edition with flowers, rainbows, and tropical fruit prints.
• The Cheerful Choice Recycled European toilet paper with colorful playful 'Funky Friend' wrappers. Available in 2-ply (400 sheets) and 3-ply (250 sheets) in 24/48/96 roll packages, hand-wrapped at social workshop Pantar.
• Wrapless Choice 100% European recycled kraft-paper toilet rolls with no colorful wrappers, available in 2-ply 24-roll or 3-ply 48/96-roll packs. Lowest-packaging option for sustainability-focused buyers.
• The Bamboo Kitchen Choice #Naked Double-thick bamboo kitchen paper, 6 rolls with 110 sheets per roll, no wrapper packaging. Marketed as strong, sustainable, and ideal for a sparkling clean kitchen.
• The Bamboo Kitchen Choice Cheerful 6-pack bamboo kitchen paper with colorful wrappers, double-thick and absorbent, designed for kitchen and eco-friendly cooking/baking.
• The Happy Tissue Bamboo facial tissues in compact plastic-free tissue boxes. 3-ply, 60 sheets per box, hypoallergenic and suitable for sensitive skin. Available in 6- or 20-box packs.

Quantifiable outcome

• 243 toilets built in Ghana, 15,476 people with improved sanitation access
• +5 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Ghana's Largest Toilet Paper ProducercoreChannel Partner/ Reseller/ Distributor · 1 January 2024Multi-year supply agreement for 50 tonnes of bamboo pulp per day, with intent to build four additional production lines together. Critical offtake partner for Ghana factory output.
• PantarcoreStrategic or Co-development PartnerSocial enterprise partnership for wrapping and packaging of toilet paper rolls. 140 workers (people with a distance to the labor market) wrap products and serve as product testers for new wrapper designs. Supported by Stichting DOEN.
• FarmerlinecoreTechnology or IntegrationTechnology partner used to register and manage 3,877 bamboo farmers in Ghana. Enables farmer data management, supply chain traceability, and farmer communications.
• Ghanese Bamboo Farmers (843 active, 3,877+ registered)coreStrategic or Co-development PartnerDirect partnerships with smallholder farmers in Ghana's Volta region. Farmers receive fair prices for bamboo that previously grew as 'weeds' on their land. Average 59% income increase. Company harvests max 20% of available bamboo per farmer to prevent monoculture.
• DaisyconminorGTM or Marketing PartnerAffiliate marketing network partner. Daisycon manages the affiliate program enabling third parties to promote The Good Roll products and earn commission.
• AnkorstoreminorChannel Partner/ Reseller/ DistributorB2B wholesale marketplace where retailers and giftshops order The Good Roll products. Enables small retail partners to stock The Good Roll.
• AFAS LiveminorChannel Partner/ Reseller/ DistributorAmsterdam concert venue that switched entirely to The Good Roll bamboo toilet paper. Notable reference customer in the events/hospitality sector.
• European B Corp FactorycoreTechnology or IntegrationEuropean partner factory (B Corp certified) that produces The Good Roll toilet paper from Ghana bamboo pulp. Completes the supply chain from Ghana bamboo to finished European product.

Scale indicators8 records

Recent moves9 records

Expansion highlights7 records

Direct peers

• Plenty Reasons: German-based bamboo toilet paper DTC brand. Direct European competitor with similar product, mission-driven positioning, and D2C subscription business model.
• Tushy: Bamboo toilet paper brand and bidet attachment company. Competes in the same premium sustainable hygiene category with overlapping customer segments interested in plastic-free and eco-friendly bathroom products.
• Reel: US-based DTC brand selling bamboo and recycled toilet paper, paper towels, and napkins. Similar product portfolio, subscription model, and sustainability positioning, but primarily serves the North American market.
• Who Gives A Crap: Direct competitor selling bamboo and recycled toilet paper via D2C subscription model with strong social mission (50% of profits to sanitation charities). Closely comparable on product, business model, and impact positioning, but with larger international footprint (US, UK, AU).

Emerging players

• Noissue: Sustainable packaging and tissue products company selling custom-printed recycled and bamboo tissue. Adjacent product category with similar eco-friendly positioning and DTC distribution model.
• Bim Bam Bo: Smaller German/Dutch market bamboo toilet paper brand with subscription model. Targets the same sustainability-conscious D2C segment in European markets with similar pricing and impact narrative.
• Caboo: Bamboo-based paper products brand (toilet paper, paper towels, tissues) with sustainability and tree-saving positioning. Comparable product mix and DTC distribution in North American market.

Broad incumbents

• Essity: Global hygiene and health company (Tork, Tempo, Libresse brands). Broad incumbent in tissue and hygiene products with significant resources and retail leverage. Represents the competitive threat from large-scale incumbents that have launched sustainable product lines.
• Seventh Generation: Leading North American sustainable household products brand (owned by Unilever). Overlaps in eco-friendly consumer positioning across cleaning and paper categories, but with much broader product portfolio and corporate backing.

Others

• Suzano: World's largest hardwood pulp producer. Not a direct competitor but a relevant comparable for the bamboo pulp production side of The Good Roll's vertically integrated business, providing a benchmark for pulp industry economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/thegoodroll

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries2 records

Funding overview

Funding rounds2 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Good Roll