Friendlier, a local startup tackling Canada’s single-use plastic problem head-on, recently closed a $4.5 million dollar funding round. The company, founded in 2019 by University of Waterloo alumni Jacqueline Hanton (BASc ’20) and Kayli Smith (BASc ’20), has raised a total of $10 million and kept almost 3.7 million food and beverage containers out of landfills.
With operations at more than 200 locations in Ontario, British Columbia, Nova Scotia, Manitoba and Quebec, Friendlier is swiftly building a national presence. The latest funding will expand business operations across more of the country with investments in new technologies, infrastructure and logistics — helping Canadians reduce their plastic waste even further by making reuseable choices easier and more accessible.
“Canada is one of the leaders in the circular economy space globally. People are looking at Canada to see what is being done,” Hanton says. “At Friendlier, we are pushing the needle, making reuse the norm.”
Student experiences and startup successes
Hanton and Smith, both chemical engineering students, completed a work term in Sweden that opened their eyes to the power of conscious consumerism. Immediately following that shared experience, Hanton lived in Hong Kong during a co-op work term and experienced a stark contrast — the impact of climate change evident in the densely populated city.
These experiences ignited their determination to preserve the planet and minimize the effects that humans are having on the environment — which led to the creation of Friendlier.
The two founders credit their Waterloo training with equipping them to solve real-world problems.
“We learned how to be effective problem solvers and think on our feet,” Hanton explains. “Through our chemical engineering training we gained expertise in scaling up our technology. These skills gave us the tools to step into an unfamiliar industry right out of university and make it work.”
Hanton and Smith understood from the outset that starting a business would inevitably be more challenging for them as women, particularly at their young age.
“We knew it was going to be harder for us, but we decided early on not to let biased attitudes shut us down but rather fuel us. That mindset continues to inspire us as we grow,” Smith says. “Also, we’re not alone. We’ve found a community of women mentors who have carved impressive entrepreneurial paths against many odds, and we plan to do the same.”
Friendlier has grown to a team of more than 60 employees across Canada — including Waterloo co-op students. For Smith and Hanton, building their team is one of their proudest accomplishments.
“We have come full circle,” Smith says. “We’ve learned a lot from Waterloo, and now we get to give back by hiring the next generation of problem solvers.”
Living up to the name
Friendlier’s strategy is to meet people where they already are — at workplaces, schools, and public attractions — and tap into their daily routines to make reuse easy and habitual. Universities, including Waterloo, are among the early adopters of the program.
A collaboration with Coca-Cola means Friendlier’s reusable cups are available at every fountain beverage at the Toronto Zoo, a project that has drawn national attention.
Over the next five years, Friendlier’s vision is ambitious: to create a North American-wide infrastructure for collecting, washing and sanitizing reusable food and beverage containers, maintaining the quality and safety of food containers throughout the supply chain.
From its origins in a student idea sparked from experiences abroad, Friendlier is now driving Canada’s reuse movement forward — proving that with vision, investment and grit, sustainable change is possible.
Friendlier has raised a total of $10 million since 2019. The latest funding round introduces Toronto-based impact investment firm Good & Well as a new partner, alongside continuing support from Friendlier’s existing investors.
Feature image: Kayli Smith (left) and Jacqueline Hanton at the Toronto Zoo. Copyright @Friendlier.
