Change Toothpaste (part of NPC’s cohort in Incubator Alley)

August 21, 2023

Q: What’s the origin story behind Change Toothpaste?
A: In 2019 Edmonton-based startup Change Toothpaste officially launched its zero-waste, all-natural alternative to traditional toothpaste. Inspired by founder Mike
Medicoff’s sixteen-year-old daughter Sydney, who set out to make her family’s home as close to zero-waste as possible, Change Toothpaste offers an innovative solution for an increasingly dire problem. Each year, more than 900 million toothpaste tubes around the world are added to landfills and oceans. Standard tubes cannot be recycled and are made up of 11 layers of plastics, polymers and resins, which take over 500 years to break down.

Q: What’s the best thing anyone has said about your product so far?
“We have been bringing in a competitor for the majority of the time that we have been open.  At the time CHANGE did not have a fluoride option and the competitor was recommended to me by a customer, it was the Nhap that was appealing.  However, CHANGE continues to outsell our competitor by 4 times month over month. “

Q: What’s the most rewarding thing about building your company so far?
We started our business with an idea. We worked through everything internally: regulations, formulation, manufacturing, logistics, website and more. From an idea to taking our brand to over 400 retail locations across North America has been the most rewarding experience.

Q: What are the top 1-3 things that you’re focused on right now?
A: We are focused on wholesale growth, distribution, and increasing brand Awareness.

Q: What is your key objective in attending CHFA?

A: Our ultimate goal is to find a distributor and more retail-partners. I also look forward to having meaningful discussions with other manufacturers to learn what channels have been successful.