Investment Highlights
- Leading in the development and commercialization of tree-free hygiene products, including the SGS-certified TreeFree Diaper®
- Patented technology platform for sustainable hygiene products with strong IP positioning and global expansion potential
- Significant environmental benefits: Up to 90% fewer CO₂ emissions and 85% less water consumption compared to conventional pulp products
- Retail-oriented business model with a focus on private label, planogram-certified shelf swaps, and QR-based traceability
- Scalable supply chain in Europe, including through a strategic partnership with Merkas Tekstil to supply over 5,000 points of sale by the end of 2026
- Experienced management team with international expertise in production, technology, ESG, and retail strategies
Company & Strategy
GreenCore Solutions Corp. is a Canada-based company with a strong presence in Europe, revolutionizing the hygiene industry through its TreeFree technology. The focus is on the development, production, and marketing of tree-free hygiene products that combine sustainability, performance, and retail integration.
The company positions itself at the intersection of growing consumer demand for sustainable products, stricter ESG regulations, and the trend towards private label brands in retail. With the TreeFree Diaper® — the world’s first tree-free baby diaper — and the FemCare UltraThin line, GreenCore relies on a scalable platform that offers both ecological and economic benefits.
GreenCore’s strategic core is to combine sustainability with marketability. Through its proprietary digital infrastructure TreeFree Connexion®, the company enables data-driven supply chain management, ESG transparency, and planogram-compatible shelf swaps, allowing retailers to implement a complete category conversion to sustainable products with minimal risk.
Market Environment
The global market for hygiene products — including baby, feminine, and incontinence products — exceeds an annual volume of 100 billion US dollars. While consumption remains largely constant, demand is changing: consumers and regulators are increasingly demanding products with demonstrably sustainable materials and lower environmental impact.
Traditional pulp products are increasingly criticized because their production requires high amounts of wood, water, and energy. In parallel, private label products are steadily gaining market share in retail, as they offer higher margins for retailers and fulfill customers’ desire for transparent, trustworthy brands.
GreenCore thus operates in an environment characterized by three central trends:
- Sustainability and ESG Compliance: Regulatory requirements such as the EUDR (EU Deforestation Regulation) enforce transparent, deforestation-free supply chains.
- Digitalization of the Value Chain: Consumers expect traceability, digital authentication, and real-time information on product impact.
- Growth in the Private Label Segment: Retailers are increasingly relying on their own brands to achieve differentiation, control, and margin growth.
In this combination, GreenCore offers a future-proof solution that clearly differentiates itself from conventional manufacturers.
Project Portfolio
TreeFree Diaper® — Europe’s First Tree-Free Diaper
The TreeFree Diaper® is GreenCore’s flagship product and represents a sustainable alternative to conventional, pulp-based baby diapers. It utilizes econoLiite Core® technology, a verified tree-free absorbent layer that excels in both performance and sustainability.
SGS-certified values:
- Absorbency: 426 g
- Dryness: 85%
- Leak protection: 84%
In addition to its superior material properties, the diaper offers significant ecological benefits:
- 47% lower CO₂ footprint
- 58% lower water consumption
- 100% tree-free composition
The TreeFree Diaper® is planogram-fit certified, meaning it can be integrated into existing retail shelves without extensive restructuring. The product is equipped with QR-enabled batch traceability, allowing consumers to access real-time data on origin, sustainability, and performance certification via smartphone.
(Fig. 1: TreeFree Diaper®)
FemCare UltraThin — Next-Generation Sustainable Feminine Hygiene
With the FemCare UltraThin, launched in May 2025, GreenCore expands its portfolio with a tree-free feminine hygiene line. The products combine an ultra-thin form with high absorbency and antibacterial properties.
The line uses the same technology platform as the TreeFree Diaper® and specifically targets the European private label market. Through universal packaging design, SGS-certified quality, and integration into the digital traceability system TreeFree Passport®, retailers can build sustainable private labels with minimal market entry effort.
TreeFree Connexion® — the Digital Backbone for Retail
TreeFree Connexion® is GreenCore’s AI-powered operating system that bridges the gap between product, ESG compliance, and retail operations. It helps retailers convert entire shelf sections to tree-free products – efficiently, data-driven, and without interrupting the supply chain.
Core Modules:
- VELO: Forecasts SKU-specific sales velocities before listing and identifies margin potential.
- SWAP: Enables seamless shelf replacements without capital expenditure – the entire shelf can be converted to TreeFree products in one step.
- iESG: Automated ESG compliance system that meets EUDR, Scope 3, and packaging regulations and provides audit-relevant data in real-time.
This combination of sustainability, digitalization, and retail know-how gives GreenCore a unique position in the European hygiene products market.
TreeFree Passport® — Transparency through Technology
The TreeFree Passport® is a certification and transparency system integrated at the packaging level. It not only confirms the tree-free material composition but also covers ESG and performance data for each batch.
Key Features:
- QR-based system for consumer information
- Batch-level verification of ESG and performance data
- Coverage of EUDR, Scope 3, and packaging legislation
While FSC or PEFC merely certify the origin of pulp products, the TreeFree Passport® proves the complete absence of pulp — thereby creating a new category of sustainability verification in retail.
Partnerships & Supply Chain
In September 2025, GreenCore concluded a strategic supply agreement (MOU) with Merkas Tekstil Sanayi ve Ticaret A.Ş., a leading European manufacturer of nonwoven materials.
Merkas will act as the exclusive supplier of topsheets and absorbent layers (ADL, TopSheet) for the TreeFree Diaper® and FemCare UltraThin. This agreement strengthens GreenCore’s scalability and supply security and ensures EU-compliant traceability of material flows.
Production capacity is expected to increase from 500 million m² to 2 billion m² per year by the end of 2026, to enable the planned expansion to approximately 5,000 points of sale in Europe.
Additionally, a partnership has been concluded with Emerson TEN OÜ for the implementation of modern POS displays and shelf placements, to increase visibility and turnover frequency in retail.
ESG and Regulation
GreenCore positions itself as an EUDR and Scope 3 compliant provider. The company’s proprietary digital infrastructure not only allows for ESG-compliant material verification but also transforms compliance requirements into competitive advantages.
The company collaborates with the Partner Alliance for Traceable Hygiene (PATH+) to establish a fully traceable supply chain. Each packaging unit is linked via the TreeFree Passport® to real-time data, which is accessible to both consumers and regulatory authorities.
GreenCore thus offers a robust answer to the increasing risk of “greenwashing” accusations and insufficient transparency in the consumer goods industry.
Management
GreenCore is led by an experienced international team:
- Matthew Keddy, CEO – Leads the company with a strategic focus on scaling and international expansion.
- Terrance Owen, PhD, CFO – Responsible for financial strategy, compliance, and capital management.
- Alexander Burkert, CTO – Specialist in material technology and process innovation.
- Ricardo Santana, President of Global Sales – Responsible for market entry strategies and retail relationships.
The management team is advised by Dr. Tanja Hacker, Robert Sjöström, Julia Turley, and Jim Daly, who bring extensive experience in ESG strategy, international supply chains, and the market launch of sustainable consumer products.
Outlook
With a scalable technology platform, strategic manufacturing partners, and growing retail acceptance, GreenCore is ideally positioned to redefine the European market for sustainable hygiene products.
The company aims for rapid geographical expansion, particularly in growing private label segments of major retail chains. Through the integration of digital verification systems (TreeFree Passport®) and AI-based retail processes (TreeFree Connexion®), GreenCore combines ecological innovation with economic efficiency — a decisive advantage in an increasingly regulated market environment.
Conclusion
GreenCore Solutions Corp. represents a clear investment story at the intersection of sustainability, digitalization, and retail innovation. With its patented TreeFree technology, the company offers a compelling solution for an industry in transition: moving away from resource-intensive pulp products towards fully traceable, ESG-compliant alternatives.
The combination of strong environmental metrics, proven product performance, partnerships with established industry players, and a data-driven business model creates a robust foundation for further growth.
Given regulatory developments in Europe and the ongoing trend towards sustainable private label products, GreenCore positions itself as a future-proof provider with clear differentiation potential — both for investors and for retail.
