The milestone marks the brand’s first retail availability for US customers and makes Who Gives A Crap the only premium, 100% recycled toilet paper brand on select Whole Foods Market’s shelves to donate half its profits to water and sanitation solutions

Who Gives A Crap, the conscious toilet paper company on a mission to reduce deforestation and provide access to clean water and toilets for all, has launched its 100 percent recycled fiber toilet paper in Whole Foods Market. The product is now available in select US store locations nationwide, following an exclusive retail launch through June 2024.

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The accessibility and new quantity offerings of 4-roll and 8-roll packages encourage new customers to try toilet paper without straying from the convenience of their existing shopping routine. (Photo: Business Wire)

Now available in select Whole Foods Market stores nationwide are 4-roll and 8-roll colorful design packages of extra long, soft and strong toilet paper, a new quantity offering that strays from the bulk packs that have been available only through the Who Gives A Crap website.

“We understand that environmentally friendly purchases come more easily when the product is high quality, aesthetically pleasing and conveniently plugs into an already existing shopping routine,” explained Danny Alexander, Co-Founder Who Gives A Crap, “Collaborating with Whole Foods Market is an effective way to encourage new customers to try our super soft toilet paper, designed to elevate the standards of recycled TP, while feeling confident that their spending is helping to reduce deforestation and provide clean water and sanitation to people around the world.”

Who Gives A Crap launched in Australia in 2012 when co-founders Simon Griffiths, Danny Alexander and Jehan Ratnatunga learned 2.4 billion people didn’t have access to a toilet and saw the opportunity to develop an eco-friendly product that can help solve the sanitation crisis. The brand donates 50 percent of its profits towards building water, hygiene and sanitation solutions and has so far raised more than $13,378,250 AUD to date¹.

In 2022, Who Gives A Crap commissioned a study² that found traditional toilet paper production requires cutting down more than 1 million trees every day. The data only reinforced what the company already knew to be true: unsustainable poo habits are contributing to deforestation in a way most aren’t considering. But, because toilet paper is a low consideration—yet essential—daily product, there is immense opportunity and benefit to inspiring a simple product swap among eco-curious shoppers.

“Who Gives A Crap is an award-winning brand that has seemingly integrated into Whole Foods Market stores, celebrated for their mission-driven approach,” said Ruby Rios, Category Merchant at Whole Foods Market. “Who Gives A Crap set out to make a thoughtful product, down to its vibrant packaging, which will now bring new excitement to the toilet paper aisle while adhering to the high-quality standards customers have come to expect inside our stores.”

Though Who Gives A Crap is new to US supermarkets, its popularity and cheeky branding have made it a top toilet paper company in Australia, where its colorful rolls can be found in most grocery stores, and the UK, where it continues to expand retail reach. They’ve recently won the 2024 NEXTY Award for Best People-Forward Product, further signaling stateside success. Following the brand's introduction to the US market in 2016, the US retail launch demonstrates consumer demand for purposeful products.

Who Gives A Crap’s retail exclusivity in Whole Foods Market ends June 1. To learn more about the company’s impact work and mission, visit us.whogivesacrap.org.

Product Specifications:

• Toilet Paper made from 100% Recycled Fibers
• Soft & Strong—our eco-friendliest rolls are soft and scrunchable
• Suuuuper long TP, 20% longer than the average roll; 360 sheets
• Super comfy 3 ply
• 100% recycled paper (no virgin trees used!)
• Biodegradable and plays well with most septic tanks

About Who Gives A Crap

Who Gives A Crap is a B Corp™ certified business, recognised for the highest levels of environmental and social impact. All of their products are made with sustainable materials that are FSC Chain-of-Custody certified and available in nearly 40 countries.

The business launched in 2012 when co-founders Simon Griffiths, Danny Alexander and Jehan Ratnatunga learnt that billions of people do not have access to a toilet. From the beginning, the company has donated 50% of its profits to clean water and sanitation non-profits worldwide. To date, Who Gives A Crap has donated over $13 million AUD to partners around the world that work with local communities to improve access to water, toilets and hygiene solutions. The company strives to continually reduce its environmental footprint whilst helping billions of people in need.

Press kit: here

¹ To date, Who Gives A Crap raised AUD $13,378,250 of which AUD $12,630,717 is from the 50% donations model directly and AUD $747,533 is from the additional donations to the Crap Foundation that the business helped to make possible

² Environmental Impacts of Traditional Toilet Paper Usage, 7 April 2022: Edge Environment for Who Gives A Crap

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