Company Name: TrueChoicePack
Location: Cincinnati, Ohio
Year Founded: 2013
Website: truechoicepack.com
TrueChoicePack of Cincinnati, Ohio, has been named a 2024 CO—100 Champion of Adaptability. The company was recognized for its remarkable ability to overcome challenges using strategic foresight and innovative solutions.
Co-founded in 2013 by Heena Rathore, a former healthcare professional and Biodegradable Products Institute Board Member, and Rakesh Rathore, Ph.D., a biochemist and Chief Operating Officer, the company leverages their combined expertise to innovate in the sustainable products industry. Amid changing regulations and growing consumer demand for eco-conscious products, TrueChoicePack has thrived by delivering cutting-edge, market-ready solutions tailored to environmental needs.
Pioneering sustainability by building a solid foundation
From the beginning, the team behind TrueChoicePack has focused on building a strong foundation. The company has continually innovated and expanded by reinvesting its early profits into research and development, solidifying its reputation as a trailblazer in the sustainable products industry.
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"Our pioneering use of innovative compostable materials has kept us at the forefront of the eco-friendly market, ensuring that we meet the highest standards of quality and sustainability," explained Rakesh Rathore.
TrueChoicePack's innovative approach has not gone unnoticed. The company was featured in Kroger's Small Business Resource Guide, recognizing its expertise and commitment to supporting sustainable solutions for businesses of all sizes.
The Rathores' continuous reinvestment into research and development allowed the team to create groundbreaking products like polyhydroxyalkanoates (PHA) bioplastics, PFAS-free materials, home-compostable products, and fully plastic-free solutions. Rathore noted that these innovations not only helped the company meet rising regulatory demands but also positioned it as a one-stop shop for customers' disposable product needs.
"By staying true to our values and maintaining our focus on innovation, efficiency, and adaptability, we are confident in our ability to sustain long-term profitability," Rathore said. "TrueChoicePack’s business model is designed for resilience and long-term success, ensuring we thrive amidst external challenges."
By staying true to our values and maintaining our focus on innovation, efficiency, and adaptability, we are confident in our ability to sustain long-term profitability. TrueChoicePack' s business model is designed for resilience and long-term success, ensuring we thrive amidst external challenges.Rakesh Rathore, Ph.D.
Overcoming adversity by strategically evolving
Through adaptability and innovation, TrueChoicePack has faced and overcome external pressures, from the COVID-19 pandemic to inflation and hiring challenges. During the pandemic, the company quickly responded to the surge in demand for disposable sanitary products while staying true to its sustainability goals. At the same time, it proactively tackled increasing regulations on single-use plastics, unlocking new revenue streams and broadening its customer base.
"The increasing stringency of single-use plastics regulations has created a pressing need for sustainable alternatives," Rathore explained. "TrueChoicePack has proactively helped customers comply with these regulations … [while aligning] with our client's sustainability goals, making us a preferred partner for businesses transitioning to eco-friendly options."
To address inflation and rising interest rates, TrueChoicePack has employed strategic financial management techniques, such as optimizing inventory levels, building a global supply chain network to ensure consistent sourcing, and maintaining strong supplier and distributor relationships.
"By working closely with suppliers and distributors, we secure favorable terms and a stable supply of high-quality materials," Rathore said. "These relationships help maintain our cost structure and protect profit margins, even in volatile economic conditions."
With suppliers and distributors spread across the globe, Rathore and the TrueChoicePack team had to learn how to build trust across time zones and cultures. The company's expertise in global and regional single-use plastics regulations, coupled with preparedness for duty and tariff shifts, has been a key differentiator in establishing and strengthening relationships.
"By leveraging ERP [enterprise resource planning] and EDI [electronic data interchange] systems, we streamlined processes and enhanced reliability while a diversified global supply chain ensured resilience during global uncertainties," Rathore added.
Promoting growth through diversity and collaboration
As a Women's Business Enterprise National Council- and National Minority Supplier Development Council-certified business, TrueChoicePack strongly emphasizes diversity and inclusion. The company actively collaborates with other woman- and minority-owned businesses, creating a network of shared growth and innovation while strengthening its supply chain and contributing to its mission.
"Inspiration is a core value at TrueChoicePack," Rathore highlighted. "Our leadership in this area underscores our dedication to empowering underrepresented groups and promoting equality in entrepreneurship."
One of the company's most notable collaborations was partnering with Kroger to launch its Simple Truth Compostable 10-inch plates. This initial success built trust and paved the way for TrueChoicePack to develop Kroger's entire line of Simple Truth disposable products. These efforts were highlighted in Kroger's 2017 Sustainability Report, showcasing how TrueChoicePack’s innovative products supported the grocery retailer's commitment to environmental stewardship.
"This partnership exemplifies how mutual growth can be achieved through shared goals and delivering consistent value," Rathore told CO—.
As the company looks ahead, its vision for sustainability and dedication to empowering others promise to leave a lasting impact on its community and beyond.
"We are proud to contribute to a greener future and to support the growth and success of other small businesses in our community," Rathore said.
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