Company applauds new EU Tree Free baby diaper
laws, as regulators bringing 449 million European consumers greater
sustainable choices, and announces new CTO to scale product
development and delivery in key global markets
TORONTO and PARIS, July 16,
2024 /PRNewswire/ -- Soft N Dry Diapers Corp. ("Soft N Dry"
or "SDC") today announces the launch of their innovative Tree Free
disposable baby diapers in Europe,
with sales and distribution capabilities in France, Germany, and the UK on a white label basis for
retailers. Soft N Dry is market-ready at scale for its customers in
the EU and complies with the EU Deforestation-Free Regulation
(EUDR) era, which ensures disposable baby diapers sold in the EU do
not cause deforestation and degrade the climate. Under the EUDR,
diaper manufacturers using tree fiber must comply by January 1, 2025. As part of this strategic
growth, the company has also appointed Alexander Valle Burkert as the new Chief
Technology Officer (CTO), effective July 11,
2024.
European Expansion and Compliance with EUDR
The entry of Soft N Dry's Tree Free disposable baby diapers into
the European market marks a significant milestone for the company.
Retailers in France, Germany, and the UK can now offer these
eco-friendly products under their own house or private label
brands, providing a sustainable alternative to traditional
disposable diapers. This move is timely, aligning with the EU's new
Deforestation-Free Regulation (EUDR), which aims to eliminate
deforestation-related products from the market, ensuring that baby
diapers sold do not contribute to environmental degradation.
Manufacturers using tree fiber must comply with the EUDR by
January 1, 2025. Soft N Dry is the
only Tree Free disposable baby diaper on the market at scale to
excel in product performance attributes and compliance in the new
EU Deforestation-Free Regulation (EUDR) era.
Matthew Keddy, CEO of Soft N Dry,
stated, "We applaud elected officials and regulators in the EU for
taking the bold step in bringing about the new era of tree free
disposable diapers. It is understood that 10 million trees a year
are used needlessly in the manufacturing of baby diapers, and we
can now look to innovation as the method to get higher performing
products to consumers at lower costs. They took lead out of
gasoline, and that didn't kill the car market, nor did it
negatively impact our relationship as consumers with petroleum.
We're confident the global market will embrace our revolutionary
tree free diaper and retail partners will thrive with either our
own proprietary products or those of other innovative companies who
also could be looking to one day provide a diaper solution beyond
tree fibers as we have."
Appointment of Alexander Valle
Burkert as CTO
In line with its expansion, Soft N Dry has appointed
Alexander Valle Burkert as its new
Chief Technology Officer. Alexander brings a wealth of experience
in product development and scaling operations, particularly in the
baby diaper industry. His expertise will be instrumental in driving
innovation and ensuring that Soft N Dry continues to deliver
high-performance, sustainable, baby care products.
Ricardo Santana, President of
Soft N Dry de México, commented, "We are thrilled to welcome
Alexander to our team. His track record of success in bringing new
products to market and his deep understanding of the industry will
be invaluable as we continue to expand our footprint and enhance
our product offerings, with manufacturing and fulfillment for
European markets driven by our operations and partners in
Mexico."
Market Opportunities and Strategic Growth
Soft N Dry's Tree Free diapers are designed with proprietary
ecoFlex Core technology, which eliminates the need for tree fiber,
offering superior absorbency and comfort while minimizing
environmental impact. This technology not only aligns with the EU's
sustainability goals but also positions Soft N Dry as a leader in
the eco-friendly diaper market.
Alexander Valle Burkert shared
his vision, stating, "Joining Soft N Dry at this pivotal moment is
an exciting opportunity. I look forward to working with the team to
drive further innovation and expand our product range, ensuring we
meet the evolving needs of our retail partners and their
customers."
About Soft N Dry Diapers Corp.
Soft N Dry Diapers Corp. (SDC) is a Canadian company
specializing in advanced materials within the $60 billion global disposable baby diaper market.
Utilizing its proprietary ecoFlex Core technology, SDC delivers
superior product performance and sustainability to commercial
manufacturing and retail customers across North and Latin America, and now Europe, outperforming traditional tree-pulp
based materials. For more information, visit: www.SoftNDryCorp.com.
For Europe: www.SoftNDry.fr,
www.SoftNDry.de, and www.SoftNDry.co.uk for the UK.
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