Interview with Melissa Lush, Co-Founder, Force of Nature
Tell us the story behind Force of Nature.
We created Force of Nature to make cleaning healthy and safe for people and our planet. We learned about a technology called electrolyzed water that was being used in the industrial space, where an antibacterial called hypochlorous acid is made from salt, water, and electricity. Hypochlorous acid is so safe and effective that it is used in wound healing and eye care products, but it had never been developed into a consumer product because it has a short shelf life. We thought that if we could create a countertop appliance that created hypochlorous acid fresh, it would be perfect for the cleaning category because traditional cleaning products are so unhealthy. We were able to design Force of Nature, our first appliance, to create a multi-purpose cleaner and EPA registered disinfectant that kills 99.9% of germs. People loved being able to clean around their kids and pet without having to worry about dangerous fumes and residues, and without single-use plastic bottles.
What product, innovation, or accomplishment are you most proud of from a sustainability standpoint?
Our Force of Nature appliance solves two major sustainability problems with traditional cleaners. First, our system replaces single-use plastic bottles with a little capsule of salt, water, and vinegar, so our customers can reduce their plastic waste by 98%. Our carbon footprint is actually ten times smaller than that of a typical cleaning product. In addition, Force of Nature eliminates the problem of toxic chemicals like quaternary ammonium compounds (quats) going into our water systems. Quats are ubiquitous in disinfectants and have been found in water and wastewater, and they’ve been shown to be toxic to aquatic life. There are also concerns about their persistence in the environment leading to antibiotic resistant bacteria. We are really proud to have developed a multi-surface cleaner and disinfectant that is safe for people and our environment.
What kind of health or sustainability features and information are your customers looking for today?
We have two types of customers. Families who use Force of Nature to keep their homes clean are looking for safe ingredients because they clean around their children and pets so frequently. That means they want to avoid ingredients like bleach, quats, phthalates, dyes, and fragrances. They don’t have time for rinsing and wiping off toxic residues. Families are also looking for easy ways to be more sustainable that don’t cost a lot. We have business customers who are looking for non-toxic ingredients because they’re concerned about the health and safety of their employees and customers. About 30% of US adults have asthma or allergies, and the CDC recommends not using cleaners with bleach, quats, or fragrances around this population. Businesses are also looking to reduce their carbon footprints and want to do that while lowering their operating costs.
Why do you think consumers are responding to refillable cleaning systems right now?
Refillable cleaning systems like Force of Nature dramatically reduce plastic waste, are much cheaper to ship, and can save a ton of space. Our system saves people up to 80% per ounce versus traditional cleaning products, which is pretty unique in the cleaning category. Typically, the “greener” products cost more than traditional cleaners, but we knew that we had to provide cost-savings if we were going to make Force of Nature accessible to everyone. Force of Nature reduces waste by 98%, and from a space-savings standpoint, it reduces storage space by 93% versus typical bottled cleaners. We give people the gift of extra cabinet space!
Why do you partner with Green Seal?
Green Seal brings us credibility that our products are highly effective and safe for people and our planet. We’re offering a totally new approach to cleaning – no one has ever made an EPA registered disinfectant on their countertop with salt, water, and vinegar before! We knew that a Green Seal partnership would reassure our customers that our product really delivers what we say it does, in terms of cleaning efficacy and environmental impact. We chose Green Seal as our first partner because they have so much credibility with consumers.
How has Green Seal certification impacted your business?
Green Seal certification has helped us to overcome the skepticism that comes from being an unknown brand with an unknown technology. It can be hard to believe that you can transform salt, water, and vinegar into a cleaner as effective as bleach – one that kills staph, MRSA, norovirus, etc. Being able to show customers our Green Seal certification has allowed us to convert at-home customers and business customers that we might not have been able to convert otherwise.
What’s next for Force of Nature?
There are lots of unmet needs in the cleaning category, and so much to clean! It’s a category that a lot of people dislike because of the toxic chemicals, the drudgery of the cleaning experience, and the expense. We recently tackled laundry detergent by launching laundry detergent sheets that allow people to eliminate all those heavy plastic jugs. We’ve got new products coming for our business customers who want to be more sustainable but need to do it while reducing costs. We’ve got a lot more innovations in the works to make cleaning healthier and safer for people and our planet!