StrawZ
StrawZ is a Netherlands-based sustainable goods company that manufactures and sells 100% natural wheat-stem and reed-stem drinking straws (HAY! Straws®) to hospitality businesses and consumers across Europe via e-commerce, wholesale distribution, and white-label channels.
- Company typePrivate
- Founded2018
- HeadquartersHooglanderveen, Netherlands
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What StrawZ does
StrawZ (legal entity: Je moet wat B.V.) is a Netherlands-based sustainable consumer goods company founded in late 2018 that manufactures and sells natural drinking straws under the HAY! Straws® brand. Its core products are wheat-stem straws (Original family: Cocktail 5", Tall 7.75", Tall XXL 9.5" and wrapped variants) and reed-stem straws (Jumbo family: Martini 6", 8", XL 8", XXL 9.8", Boba 8" and wrapped variants), all marketed as 100% natural, biodegradable, compostable within 42 days, gluten-free, allergen-free, and non-GMO. The straws are produced through minimal-intervention processing — stems are cut to length, rinsed in sterile water, and dried in a food-grade system without chemicals, bleaching, coatings, or additives — with full chain traceability from seed to straw via batch barcoding. The company has expanded product scope in 2023 to include bamboo cutlery and edible drinking cups.
The business operates a multi-channel revenue model combining direct-to-consumer e-commerce (www.strawz.eu) with a B2B wholesale channel serving bars, restaurants, hotels, catering companies, and event organizers across Europe. A network of European distributors and wholesalers holds stock, and the company offers white-label/private-label production with custom branding for larger orders. Price points range from €3.99 (50-pack consumer cocktail straws) to €167.95 (full case milkshake straws), with tiered wholesale discounts above 3,000 and 9,000 straws and free sample boxes used as customer acquisition. Geographic reach spans Europe (with Dutch distribution from Hooglanderveen headquarters) and global e-commerce, supported by sourcing operations in Ukraine and China and farm supply in Eastern Europe and South East Asia. Certifications include USDA 100% Biobased, EU Migration Test compliance, ISO 22000 (reed straws), and FDA Food Contact Safety Guidelines. The company is small (7 employees) and bootstrapped, with no disclosed funding rounds and Pieter identified as the point of contact for international customers.
StrawZ firmographics
Firmographics- Name
- StrawZ
- Legal name
- Je moet wat B.V.
- Website
- https://strawz.eu
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- StrawZ is a Netherlands-based sustainable goods company that manufactures and sells 100% natural wheat-stem and reed-stem drinking straws (HAY! Straws®) to hospitality businesses and consumers across Europe via e-commerce, wholesale distribution, and white-label channels.
- Ownership category
- akta.pro rank
StrawZ industry classification
Industry- Product category
- Eco-Friendly Drinking Straws / Sustainable Food Service Supplies
- akta.pro primary industry
- Straw & Bedding Roughage (Baled Straw, Chaff, Stover) (AFADAHAE)
Keywords
Where StrawZ is headquartered
LocationHeadquarters
- HQ city
- Hooglanderveen
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
StrawZ business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure
Revenue model
- E-commerce Product Sales: Direct online sales through www.strawz.eu for both Home & Family and Wholesale segments. Products sold in various pack sizes with volume discounts for larger quantities. Wholesale pricing available for orders above 9000 straws. Free samples offered to acquire new customers with subsequent discount.
- Wholesale and Distribution: B2B sales to bars, restaurants, catering companies, and events industry through wholesale channel. Discounts offered for half cases and full cases. Additional discounts for restaurant groups or chains with multiple locations. Resale pricing available for retailers in 15, 50 and 100 pack sizes.
- White-Label/Licensing: White-labeling available for larger quantities with customizable wraps featuring customer logos. Custom length specifications possible depending on quantity needed.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Cocktail Straws 5 inch - Consumer Packs |
| Unit Pricing | Pay-as-you-go | Cocktail Straws 5 inch - Wholesale Packs |
| Unit Pricing | Pay-as-you-go | Smoothie Straws Jumbo 8 inch - Consumer Packs |
| Unit Pricing | Pay-as-you-go | Smoothie Straws Jumbo 8 inch - Wholesale Packs |
| Unit Pricing | Pay-as-you-go | Long Drink Straws wrapped Tall 7.75 inch |
| Unit Pricing | Pay-as-you-go | Cocktail Straws Jumbo Martini 6 inch |
| Unit Pricing | Pay-as-you-go | Milkshake Straws Jumbo XL 8 inch |
| Unit Pricing | Pay-as-you-go | Bubble Tea Straws Boba 8 inch |
| Freemium | Pay-as-you-go | Free Sample Box |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
StrawZ product offering
Product offeringCore offering
StrawZ manufactures and sells HAY! Straws®, a line of natural drinking straws made from wheat and reed plant stems (agricultural byproducts) processed with sterile water rinsing and food-grade drying — no chemicals, bleaching, coatings, or additives. The straws are 100% natural, biodegradable, compostable within 42 days, gluten-free/allergen-free, and sold in multiple sizes (cocktail, tall, martini, smoothie, milkshake, bubble tea) across consumer Home & Family packs and B2B wholesale packs for hospitality. Complementary bamboo cutlery and edible drinking cups are sold as sustainable extension products.
Product overview
StrawZ operates as an e-commerce company selling HAY! Straws®, a portfolio of natural drinking straws made from agricultural byproducts. The product line consists of two main families: (1) HAY! Straws® Original made from wheat plant stems (Cocktail 5", Tall 7.75", Tall XXL 9.5", and wrapped variants), and (2) HAY! Straws® Jumbo made from reed stems (Martini 6", 8", XL 8", XXL 9.8", Boba 8", and wrapped variants). All straws are 100% natural, gluten-free/allergen-free, biodegradable, and compostable within 42 days. The company also offers bamboo cutlery and edible drinking cups as expansion products. Straws are sold in retail packs (Home & Family) and wholesale quantities through their e-commerce platform.
Differentiator
Problem solved
Functional benefit
Brands
- HAY! Straws®: The company's core product line of sustainable wheat and reed drinking straws. Includes Original family (wheat-based cocktail and tall straws) and Jumbo family (reed-based smoothie and larger straws). HAY! Straws® are 100% natural, biodegradable, compostable, gluten-free, and certified by USDA and EU.
Products and services
- HAY! Straws® Original - Cocktail 5" Natural wheat-stem drinking straw, 13cm length with 3.5-5mm diameter. Gluten-free, 100% compostable, non-soggy. Designed for cocktails, lowballs, rocks, whiskey, margaritas, and shot glasses.
- HAY! Straws® Original - Tall XXL 9.5" Longer wheat-stem drinking straw, 24cm length with 3.5-5mm diameter. 100% natural, biodegradable, and compostable; designed for very long longdrink glasses or 33cl soda bottles.
- HAY! Straws® Original - Tall 7.75" Wrapped Wrapped variant of the Tall wheat straw, individually paper-sleeve wrapped. 19.7cm length with 3-5.5mm diameter. Designed for the catering industry, to-go drinks, and food trucks.
- HAY! Straws® Jumbo - Martini 6" Wider, more robust reed straw, 15cm length with 5-7.5mm diameter. Gluten-free and allergen-free; designed for thicker drinks such as smoothies, Bloody Marys, juices, and crushed-ice cocktails.
- HAY! Straws® Jumbo - 8" Wider reed straw for thicker beverages, 20cm length with 5-7.5mm diameter. Allergen-free, 100% compostable, non-soggy; designed for cocktails, smoothies, and crushed-ice drinks.
- HAY! Straws® Jumbo - XL 8" Wider reed straw for milkshakes, 20cm length with 7.5-10mm diameter. Allergen-free and 100% biodegradable; designed for thicker drinks like milkshakes and smoothies.
- HAY! Straws® Jumbo - Boba 8" Extra-wide reed straw for bubble tea and tapioca drinks, 20cm length with 10-13mm diameter. Reusable at home; suitable for popping fruit pearls; allergen-free.
- HAY! Straws® Jumbo - 8" Wrapped Wrapped variant of the Jumbo reed straw, individually wrapped for catering hygiene. 20cm length with 5.5-7.5mm diameter. Allergen-free; suitable for hot and cold drinks.
- Bamboo Cutlery 100% biodegradable bamboo cutlery, extending the StrawZ sustainable product range beyond drinking straws.
- Edible Drinking Cups Edible drinking cups, part of the sustainable product range expansion.
- Free Sample Box
Quantifiable outcome
- Composts within 42 days in soil - verified by independent research facility
- +2 more outcomes
Companies that use StrawZ
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
StrawZ technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
StrawZ partnerships and signals
Strategic signalScale indicators4 records
Recent moves5 records
Expansion highlights5 records
StrawZ competitors and assessment
Company assessmentDirect peers
- BioPak: Australia-headquartered sustainable food-service packaging company offering compostable straws, cutlery, cups, and containers. Competes with StrawZ in the eco-disposable hospitality segment and has a wider product portfolio.
- Simply Straws: US-based maker of natural wheat and glass drinking straws with a comparable eco-friendly, reusable/single-use positioning targeting hospitality and home consumers. Closest direct competitor in the natural straw category.
- Aardvark Straws: US manufacturer of paper and natural straws serving foodservice and hospitality. Overlaps with StrawZ in the bar and restaurant B2B channel for single-use sustainable straws.
- Stroodles: UK-based brand of pasta and wheat drinking straws sold to bars, restaurants, and consumers. Direct competitor in the edible/natural wheat-straw niche with similar B2B hospitality focus and EU distribution.
Emerging players
- Footprint (Footprint Technology): US-based sustainable food packaging company developing plant-based straws and fiber-based alternatives. Emerging player in the natural straw space with technology-driven positioning.
- EcNow Products: Eco-friendly straw and cutlery distributor offering bamboo, paper, and plant-based straws to hospitality and retail. Comparable product mix with a focus on bar/restaurant customers.
Broad incumbents
- Huhtamaki: Global food and beverage packaging major with compostable and paper straws for hospitality and retail. A broad incumbent operating in the same end markets with much larger scale.
- Lollicup (Karat Earth): Large foodservice disposables distributor offering eco-friendly straw lines (including paper and PLA) across global hospitality. Broader portfolio but overlapping sustainable straw category.
- Vegware: UK-headquartered specialist in compostable food packaging including straws, cups, and cutlery. Wide sustainable disposables portfolio with overlapping hospitality customers.
Regional players
- Switch Boisson: European competitor in sustainable drinking straw category serving hospitality with paper and plant-based alternatives. Regional peer in the same geography with overlapping B2B hospitality customer base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
StrawZ social profiles
Digital presenceStrawZ compliance and trust
Trust signalCompliance4 records
StrawZ financial estimates
Financial estimateRevenue estimate
Valuation estimate
StrawZ leadership team
Management profileNumber of profiles
Profiles1 record
StrawZ funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
StrawZ M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about StrawZ
What does StrawZ do?
StrawZ manufactures and sells HAY! Straws®, a line of natural drinking straws made from wheat and reed plant stems (agricultural byproducts) processed with sterile water rinsing and food-grade drying — no chemicals, bleaching, coatings, or additives. The straws are 100% natural, biodegradable, compostable within 42 days, gluten-free/allergen-free, and sold in multiple sizes (cocktail, tall, martini, smoothie, milkshake, bubble tea) across consumer Home & Family packs and B2B wholesale packs for hospitality. Complementary bamboo cutlery and edible drinking cups are sold as sustainable extension products.
Is StrawZ a public or private company?
StrawZ is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was StrawZ founded?
StrawZ was founded in 2018. It employs 1 to 10 people.
Where is StrawZ based?
StrawZ is headquartered in Hooglanderveen, Netherlands, in the Europe region.
How does StrawZ make money?
Three revenue lines are on record. E-commerce Product Sales are the primary driver. The others are wholesale and Distribution and white-Label/Licensing.
Who are StrawZ's main competitors?
Direct peers on record are BioPak, Simply Straws, Aardvark Straws and Stroodles. Emerging players are Footprint (Footprint Technology) and EcNow Products. Broad incumbents are Huhtamaki, Lollicup (Karat Earth) and Vegware. Switch Boisson is listed as a regional player.
Does StrawZ have an API?
No public API is recorded for StrawZ.
What industry is StrawZ in?
StrawZ's product category is Eco-Friendly Drinking Straws / Sustainable Food Service Supplies. Its primary akta.pro industry code is AFADAHAE, Straw & Bedding Roughage (Baled Straw, Chaff, Stover).