Few people realize condoms, the very product designed to protect, can actually do harm ‘ to the environment, to the workers and to the body. That’s about to change with the debut of Sustain, a toxin-free, Fair Trade certified condom marketed primarily to women.
‘We want to empower women to express ownership of their sexuality, while giving them the confidence that they’re making the right choice for their health, bodies and the world,’ said Meika Hollender, Sustain’s 26-year-old co-founder and marketing manager. ‘Condoms aren’t just about sex. They’re about making a responsible personal choice.’
When most people think condoms, they think safe sex. But the condom industry is fraught with conflicting issues. They safeguard against pregnancy yet most are made with latex from plantations that offer no child labor protection. While condoms protect users from disease, they also expose them to the risk of toxins and chemical-laden lubricants.
It’s what’s not in Sustain condoms the company’s founders think will resonate most with women. Unlike competitors, Sustain condoms have eliminated any carcinogenic chemicals associated with potentially toxic and physiological effects. They’re also vegan, GMO-free and sustainably sourced. ‘Our priority is establishing the trust that comes from transparency,’ said Meika Hollender. ‘Some things don’t belong in a woman’s body and the sad truth is that far too many products are made with potentially hazardous chemicals. It doesn’t have to be that way.’
Sustain’s co-founder is Meika’s father, Jeffrey Hollender. He co-founded Seventh Generation, the iconic green household and personal care brand, taking it from mom-and-pop health food stores to mass market retail over the course of 25 years, disrupting and shifting the conventional cleaning industry in the process. Since his departure from Seventh Generation in 2011, Hollender has been searching for a new business venture with the potential to help solve some of the world’s greatest social and environmental challenges. The idea of sustainably produced condoms was one that first intrigued Hollender in the early 90s, when rainforest destruction was making headlines. While his ‘rainforest rubbers’ project remained a drawing board concept for the next two decades, it was the genesis of Sustain and the heart of Hollender’s vision of bringing a net positive product to market.
‘Companies today are primarily concerned with making products that are ‘less bad’ than those of their competitors,’ said Hollender. ‘Instead we need to be focused on making products that are good. Sustain represents a shift in this paradigm, a movement to create products that are restorative and regenerative. We place tremendous value on what condoms ‘do,’ but almost never ask where they come from. When we peer behind the supply chain curtain, we reveal child labor, toxic chemicals, human rights violations, environmental destruction, and billions of dollars in profits that depend on externalizing costs onto our society and planet.’
Sustain’s supply chain is relatively straightforward. Its latex is a natural product made from sap tapped from rubber trees. The trees are not harmed in the process and can produce latex for more than 35 years. The latex used in Sustain condoms is sourced from Southern India and certified by the Fair Rubber Council, and is independently audited by Scientific Certification Systems to ensure the highest quality environmental and working conditions, including living wages, collective bargaining, strict environmental management and a policy that forbids child labor. Sustain also intends to become B-Corp Certified in 2014. And the package itself is made from 100% recycled, post-consumer content.
Hollender Sustainable Brands hopes to inspire a new generation of women through Sustain, and is giving back in the process. Ten percent of all profits will finance the increased availability of reproductive healthcare to low-income women in America. The philanthropic initiative, called 10%4Women, will be promoted on Sustain packaging and online, and serve as a clear indicator to consumers and other companies of a sincere commitment to the women’s reproductive healthcare movement. Hollender is optimistic that his ties to a broad network of responsible businesses will accelerate the involvement of other businesses to generate donations of approximately $500,000 in its first four years of operations.
With sales efforts underway, Sustain should hit store shelves early in 2014 with its e-commerce store ready to take orders by January. And while the mass channel represents the largest volume opportunity, non-traditional retail and direct-to-consumer is promising. ‘Seventy-one percent of the women we polled are involved in the condom decision process and while few women currently buy condoms online, or at specialty stores, they’ve indicated a purchase intent that suggests this is rich territory,’ said Meika Hollender. ‘We’re looking for partners in unexpected places and focusing on retailers who have never sold condoms,’ she continued. ‘Imagine being able to purchase your fair trade condom with your fair trade coffee. It could happen.’
About Sustain Condoms
Sustain believes that making better condoms makes for better sex and a better world. Sustain provides a better choice for women interested in high quality condoms that are safe for her body and the planet by using all-natural, toxin-free, sustainable, fair trade latex. Providing 10 percent of all profits to support women's health initiatives in the United States, Sustain is committed to empowering women. To learn more about sustainable condoms and Sustain’s philanthropic efforts go to www.sustaincondoms.com.
BURLINGTON, Vt.--(BUSINESS WIRE)--11.13.2013
Ex-Seventh Generation CEO launches Sustain
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