The story begins with the founder Jin becoming a first-time dog owner. Taking the dog for walks, he often had to carry a plastic dog poop bag and dispose of it multiple times a day.
This made him wonder about the environmental impact of such behaviour, especially considering the pet industry’s contribution to environmental degradation.
He switched to buying more sustainable products for his dog but soon realised that it wasn’t always easy. Greenwashing is prevalent, and he had to browse multiple brands’ websites, sign up on several platforms and read numerous blogs from different sites. The process was messy.
So, the founder decided to create a community-driven marketplace where consumers could find all the sustainable pet products they needed in one place and access relevant content.
The goal was to help pet owners like Jin himself, to easily contribute to reducing the environmental impact of pet products, challenge greenwashing, and contribute to building a better Earth through informed purchasing.
