“We simply have the better arguments” - An interview with the two EccoClean founders

They live in Switzerland, they are father and son, and for years they have been pursuing an ambitious goal: to establish a washing powder on the market that is more environmentally friendly than all others. A conversation with EccoClean founders Michael and Jason Zimmerer about sustainability and convenience, thousands of hours in the laboratory and the need to free green products from their luxury image.

 

 

 

You produce sustainable washing powder in sustainable packaging. You are not alone in using the ecological argument in this area. How do you plan to convince consumers?

 

Michael Zimmerer : Green products often fail not because of the price, but because of a lack of consumer friendliness. We have always assumed that sustainability and convenience must go hand in hand. Our EccoClean Power Washing Sticks combine these two areas. For example, through their small volume: each stick contains seven grams of washing powder - exactly the amount that is enough for a full load of the washing machine - and 24 of these sticks are packed in a very compact package. This means that lugging around ten kilos of liquid detergent is a thing of the past.

 

Jason Zimmerer : The seven grams also mean that consumers can no longer overdose – which experience shows that almost everyone does unconsciously.

 

Michael Zimmerer : In addition, they are extremely easy to use: you can put the washing sticks in the washing compartment or in the drum of the washing machine and of course also use them for hand washing. Another cornerstone is consumer protection: users do not come into contact with the powder concentrate, which is an important factor for allergy sufferers. The paper of the sachets is also harmless for allergy sufferers.

 

Speaking of sachets: They advertise that the paper dissolves in water after a very short time without leaving any residue. Doesn't something like that already exist?

 

Michael Zimmerer : No, not in this form. I know of plastic packaging that dissolves. But it has not yet been proven that no microplastics remain. And there is another problem: In order to produce pressed bars or tablets, there are various types of tableting aids. These can make up more than half of the total volume. You won't find that with us; the sticks really only contain the pure powder, the pure active ingredient.

 

Jason Zimmerer : And we are of course aware that the subject of "paper in the washing machine" raises doubts. We have all probably forgotten a paper tissue in the laundry at some point. But in the past two years we have done well over a thousand loads of laundry, including black laundry - and we have not once had the slightest problem with residue. Neither on the laundry nor in the lint filter.

 

You have to convince not only consumers but also retailers. Do you have to work harder?

 

Michael Zimmerer : I don't think so. Our main argument is that retailers generate more sales per shelf meter with EccoClean. Of course, it is also important for a retailer's image to list a modern detergent in innovative packaging that combines sustainability and convenience. But ultimately, they have to make money with it.

 

Jason Zimmerer : We passed around the first versions of our packaging in stores and got feedback. That was extremely valuable and led to some optimizations. The packaging now has a certain unique selling point thanks to the slope that we integrated. But above all, we optimized the shelf space: The packaging is wide enough to attract attention, but at the same time so narrow and vertical that it takes up little shelf space. This means that hundreds of loads of laundry fit on the shelf.

 

What pricing do you pursue? Sustainable products are subject to the prejudice that they are generally more expensive.

 

Michael Zimmerer : That's an important point. Sustainable products must be affordable for all levels of society, otherwise they will always remain in their niche. We therefore deliberately position ourselves as inexpensive - in the lower mid-range. If retailers stick to the usual markups - which we cannot influence - we should be at around 30 to 35 euro cents per load of laundry. A large washing powder brand currently costs 40 to 45 cents at Penny.

 

We are of course well aware of the prejudices against "eco" products. Our first packaging design emphasised sustainability - feedback from retailers has led to this aspect now taking a back seat to washing power. I think that was very wise advice.

 

So you are not afraid of getting lost in the competition?

 

Michael Zimmerer : No, because we simply have the better arguments. Our product is always compared with the washing strips or detergent sheets of a competitor. But it takes a lot of energy to make washing powder into this form. Not to mention that the outer packaging is made of plastic. I would say that these products still occupy our place in the trade.

 

Jason Zimmerer : We have other arguments to offer retailers. Our washing sticks, for example, are ideal for single households, which are always faced with the problem of over-selling units. They are also ideal for the growing number of city dwellers who no longer own a car.

 

You do not bottle any third-party products, but also produce the washing powder yourself. What makes this more sustainable than other products?

 

Michael Zimmerer : I have literally been in the lab for years, basically every day. Our top priority from the start was to protect the environment, and that is only possible if you develop a product that is as biodegradable as possible. We completely avoid any fillers or flow agents; the washing sticks really only contain washing powder. Since we have freedom in our recipe, we can also design the washing performance as we wish, for example, to adjust the scent or the whitening power. We also carry out permanent performance and stability tests. These are very important to me; we would rather test too much than too little, especially with regard to product stability.

 

All of this is, of course, independently confirmed. Skin compatibility, biodegradability, washing effect and raw material origin - we have a range of certificates that prove the sustainability of the washing powder and packaging.

 

What is your personal background? How did you get into producing detergent?

 

Michael Zimmerer : I have been producing cleaning products and cosmetics for 30 years. I did not study chemistry, but have always started from a practical perspective. The subject of washing in particular has occupied me for decades, as I have always assumed that more must be possible here: less environmental damage, more ecological packaging, more intelligent portioning. And as I mentioned at the beginning: I have long been concerned with the optimal combination of sustainability and convenience.

 

Jason Zimmerer : I'm studying e-commerce and online marketing, and my background is more of a hobby in graphic and packaging design. Parallel to my studies, I sort of slipped into our product development, and today I commute between development, marketing and communication.

 

What happens next? You don't necessarily seem like you're out of ideas.

 

Michael Zimmerer : I certainly don't plan on giving up any time soon. We want to develop many more products. A company recently approached us and asked if we could develop a toilet cleaner that doesn't produce any toxic fumes. That would be an exciting task, for example.

 

Jason Zimmerer : Yes, I can only agree with that.