Is the tech maker taking a risk by going 100% green?


Technology maker Juice Global is planning an industry first this year, using only 100% recycled materials in its products.

Juice makes accessories such as mobile phone charging cables and in 2020 became the first company of its kind in the UK to remove all virgin plastic from its packaging.

Led by CEO Steph Cotterill, who took over 18 months ago, it has just experienced its most successful year to date, with sales up 66% and an online presence growing 124%.

“The big challenge for us in 2022 is to go one step further and remove all single-use plastics from our products: that means our cables, power banks, speakers, mains chargers… every single product we sell, in the next 12 months, ”Cotterill tells BusinessCloud.

“There are some product areas that will be complicated, like our cables, because they are made of soft materials rather than plastic; however, where recycled plastics cannot be used, we are committed to using environmentally friendly materials instead. “

Established as another industry first, Cotterill insists the quality of its products will not be affected by the relocation. He hopes to encourage others in the industry to follow suit.

“We love plastic! The main reason for us is to try to reuse materials that are already available: 91% of the plastic is currently not recycled, which is shocking, ”he explains.

“There is plastic in our packaging and products, but it is plastic that already exists, it needs to be recycled and is therefore 100% recyclable. Why not use a readily available resource? There are over 30 billion tons of plastic in our oceans and landfills and we want to use it. Why generate more virgin plastics?

“We avoid using biodegradable, plant-based materials and any other natural alternative materials as we believe they should be left alone. Instead, we want to reuse plastic that would otherwise be redundant. “

Big risk?

After such a successful year, doesn’t the move represent a big risk for the company?

“I thought I might be afraid [about it] as yes, we are taking a huge step, but in reality, the risk of not doing it is much bigger, ”he replies.

“If we don’t make these changes in 2022, I think it’s a bigger risk than moving forward. Businesses and customers shop more ethically and consciously and want to become more responsible as individuals and as families.

“Conscious consumerism has had tremendous press coverage lately and companies that aren’t at the forefront and allow it will be left behind, so it’s a greater risk to ignore it.

“The dealers we are dealing with now [also] we have a big goal internally to become more environmentally friendly and while we as a brand are completely separate from them, they may choose not to use us moving forward if we don’t start making these changes now.

“Companies need to change and evolve with the times. I believe it is absolutely the right thing to do: it is our corporate and social responsibility as a company. “

Factory Challenge

Working closely with factories to prepare for the relocation means Juice Global doesn’t expect to suffer a financial blow despite not raising the prices of its products.

We have been working on it for some time [so it won’t impact us financially] – but if you had asked me six months ago, I could have given you a different answer! We have worked very hard in the background to ensure this is not a factor as we need to run a profitable business.

“Sourcing recycled plastic is more expensive than using virgin plastic as it has to go through a process before it can be used, but we are a strong and market-leading brand with great relationships and should be able to use it as a motivator. .

“It’s a slightly different story with our factories and definitely more of a challenge as they have to make the changes to produce what we ask for, but as far as timing is concerned it’s the right time every time, that’s expected. I am able to source the materials directly and technology is not an obstacle.

“Our factories work with us rather than being a place we simply buy from. We go through the design process with them so that the products are designed specifically for us. We see them as partners, not as suppliers “.

Is the tech maker taking a risk by going 100% green?

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