A Q&A With Grounded Founder Ben Grant

Grounded is a pioneering force in the sustainable packaging industry, redefining industry standards through innovation and a commitment to circularity. Through a range of renewable and recycled materials, Grounded enables businesses to embrace environmental responsibility without compromising performance or aesthetics. As a fellow B Corp, Wolf & Badger is excited to have recently collaborated with Grounded to develop a custom packaging solution for select Wolf & Badger independent brands, using 100% recyclable materials. 

We caught up with Founder, Ben, to chat more about Grounded’s partnership with Wolf & Badger, why sustainable packaging is important for brands, and get a snapshot of some of the exciting developments that’ll be unrolling in 2025.

W&B: Tell us about Grounded. How did the idea for a sustainable packaging business begin?

BG: Before starting Grounded with my business partner, I had been running a food business which opened my eyes to how challenging packaging and waste management practices can be. We tried to be as conscious as possible with our sourcing and waste practices, and we even became the first business in New Zealand to go fully compostable with all of our packaging. At the time, we thought we were setting a new standard for packaging and waste management. However, we soon realised how complex the packaging and waste management industries are and how far we had to go. 

That experience also made me aware of the environmental impact businesses can have and how much “stuff” flows through a commercial supply chain. Grounded was born from the drive to tackle these issues head-on and make a meaningful difference.

W&B: What makes Grounded different from other sustainable packaging companies?

BG: The biggest difference is that sustainable packaging is all we do. Our focus is entirely on replacing plastics and developing genuinely sustainable materials. Several other companies claim to be sustainable, but for the majority, it’s more of a marketing angle.

We are also agnostic in our approach to materials. There isn’t one silver bullet or “right” material for every situation—every customer and business situation is distinct. We work closely with them to find the best option rather than pushing a one-size-fits-all approach.

Lastly, we’re driven by data. We put considerable effort into understanding the metrics behind different materials and letting the numbers guide us. It means our clients can make informed choices based on solid information, not just buzzwords. 

W&B: Grounded prides itself on using responsible materials. How do you determine a material’s sustainability credentials, and why is this important for brands?

BG: We use a circular approach to assess materials because sustainability isn’t just about whether something can be recycled or composted. Our evaluations look at the full lifecycle of a material, following three core components of the Material Circularity Indicator (MCI):

- How much renewable or recycled content goes into manufacturing

- The “utility”. This looks at the durability of a material and whether things have been designed for single-use or multi-use 

- The end-of-life prospects. For example, can it be recycled, composted or reused?

One area we’re particularly passionate about is using ocean plastic. Using recovered plastic helps tackle the waste crisis directly, so brands get a material that makes a real difference in reducing plastic pollution. 

For brands, having this depth of knowledge about their materials is essential. Consumers today are looking for transparency, and they respect brands that make authentic, responsible choices.

W&B: Tell us about Grounded’s 3D prototyping tool. Any exciting projects developed with it?**

BG: We created our 3D prototyping tool to help clients get a deep understanding of what can be achieved with sustainable materials. Packaging can be a complex world to navigate and we wanted to make it easier. With the 3D tool, our clients can use their login to access the dashboard whenever they need it. They can visualise what’s possible with different materials and make informed decisions on the packaging they choose to implement. 

In terms of what’s next, we are about to launch updates that will allow for live prototype building which we are particularly excited about. 

When we started, we found that clients could feel overwhelmed by all the options and details. Now, with our tool, we can present everything simply and clearly in one single online view. 

W&B: What have been some career highlights as a business founder?

BG: There have been so many highs and lows along the way, but a few things stand out: the team, our customers, and the impact we’re starting to make.

Building a team that believes in what we’re doing has been one of the most rewarding parts, without a doubt. Many of our team members have even invested their own money into Grounded, which is something we’re extremely proud of. Seeing Grounded grow and witnessing its impact on our customers and suppliers has been cool to watch. 

Seeing our overall impact report numbers start to scale up is also something we’re very proud of—in the last year we’ve replaced around 60 million single-use plastic items. This is amazing to see. 

W&B: What advice would you give to others interested in starting their own company?

BG: Just get out and give it a crack. Running a business isn’t for everyone, but you’ll never regret trying, even if it ends up being a challenge. The experience is invaluable.

One thing I’d say is that resilience and persistence are essential. From what I’ve seen, the difference between success and failure is often about sticking with it. There will always be challenges, but there’s always a way forward if you’re determined to find it.

W&B: Grounded is a B Corp. Why is this certification important?

BG: From the start, we set out to make Grounded as impactful as possible, and the B Corp certification felt like a given. It’s like a stamp of legitimacy that shows we’re serious about making a difference. Going through the certification process is also interesting because it requires you to look at every part of your business from an impact perspective.

For us, being a B Corp wasn’t just a nice-to-have—it was essential. It’s the best way to show our commitment to being a responsible business.

W&B: What excites you most about Grounded’s partnership with Wolf & Badger?

BG: We love partnering with brands that share our values, and Wolf & Badger is one of those brands. They’re all about sustainability and transparency, which resonates strongly with us.

Working with Wolf & Badger is also a great platform for us to help educate the next generation of fashion and apparel brands on sustainable packaging. It’s an exciting opportunity to spread the word about sustainable materials and to get innovative packaging into more people’s hands.

W&B: Any exciting developments at Grounded for 2025?

BG: Yes, absolutely—2025 is shaping up to be a big year! We’re expanding our work with ocean plastics and aiming to become the first company to produce food-contact-certified, 100% post-consumer recycled (PCR) bags.

We’re also launching a new transparent paper alternative for the retail and e-commerce sectors. It solves a lot of issues with existing paper ‘poly’ and glassine options which we’re excited about. 

On the software side, we’re rolling out a range of new features for our tools on both the prototyping and also sustainability data and compliance side, to help our customers better understand and report on all things sustainable packaging. 

Keep an eye out at groundedpackaging.co for more!