News and Events

WBO Partner Spotlight: NooTrees

Why NooTrees?                             by Michaela Humby

“No trees were harmed during the making of these products.”

Who is Behind the Launch?

The tagline coined by David Ward, environmental advocate, Founder and General Manager of NooTrees, passionately welcomes an exciting new bamboo tissue products company that is wholly owned by the renowned Singapore based F.J. Benjamin Group, who for more than fifty years have led the field in South East Asia in bringing new ideas and brands to consumers based in the region. Mr. Ward says that the principle behind NooTrees is a desire to see bamboo for paper and pulp products offered at the same common market level that consumers are used to paying. He also recognizes that consumers are seeking alternatives to wood pulp based products and plastic based wet wipes, diapers and sanitary pads in growing numbers.

NooTrees in the Present

Currently producing a super soft 3-ply bamboo toilet paper, 2-ply bamboo facial tissue and several variations of bamboo wet wipes aimed at both family use and skin care, they are also private licensing the U.S. based bamboo brand, Bum Boosa Bamboo Products. Bum Boosa Bamboo Baby Wipes, the first bamboo wipes to be sold in the United States with a market presence since 2009, are now being distributed alongside the NooTrees product line with plans for the brand’s expansion. Distribution to major retailers first began in late 2014 in Singapore, Malaysia, and Hong Kong (and soon to be in the Philippines); NooTrees just launched in North America in the first quarter of this year. In the U.S. the NooTrees line has been taken on by KeHe Distributors LLC, the largest specialty distributor in the U.S. with 9 distribution centers in the United States and 3 in Canada, servicing 40,000 grocery stores and natural markets. NooTrees has also entered into distribution agreements with California-based Monterrey Provisions, FoodMX in Mexico, and has landed several agreements with major online retailers, such as Lucky Vitamin, and

NooTrees is a company that believes bamboo is the answer to offsetting both consumption of trees and reducing our carbon footprint at the same time. Director of Sales for the North American Region, Jonathan Antflick says, “I am truly thrilled and humbled at the opportunity of being at the forefront of the NooTrees launch in the U.S. and continuing Bum Boosa's ever growing name in the bamboo paper products industry. NooTrees and Bum Boosa will continue to foster the development and growth of the bamboo industry, while offering everyday lifestyle consumer products that truly benefit the planet.”

Exciting Plans Ahead

Later this year NooTrees has plans to launch disposable diapers, sanitary pads and kitchen rolls all made from 100% bamboo inputs. Their diapers and sanitary pads will be the world’s first 100% bamboo core versions of these products, and both are highly compostable as a result. They also have their eye on producing bamboo non-woven products for the medical industries. “I say all this with great humility as it was both Sonja [Sheasley] and Susanne [Lucas] in their roles within WBO who took a mere novice, with an idea to try and to change the world, under their wing… helping me develop NooTrees from a worthy idea to a great idea”, says David Ward.

The WBO is pleased to have such partners who are dedicated to promoting the use of bamboo products for the sake of the environment and economy. Congratulations to NooTrees and Bum Boosa!

In the USA, you can order their products direct at NooTreesUSA

For purchases in Asia, please go to