Essentia Organic Mattress, an eco-luxury sleeping brand, has eliminated plastic wrap from its roll pack process when shipping its products.  

The announcement is in line with Earth Day 2024's theme, "Planet vs Plastics". 

The company will now use biodegradable, compostable, and recyclable kraft paper for both inner and outer packaging, thereby claiming to become the first company to completely remove plastic wrap. 

The move to kraft paper wrap is expected to be fully implemented by Autumn (September to November).  

Essentia claimed that the improvement of product packaging highlights its commitment to innovation and sustainability. 

Plastic wraps pose environmental hazards due to their long decomposition time and the release of microplastics.  

In contrast, paper is recyclable and the use of kraft paper, which avoids extensive bleaching, promotes a circular economy and reduces the reliance on virgin paper production. 

Essentia Organic Mattress CEO & founder, Jack Dell'Accio said: "Our decision to switch to kraft paper wrap goes beyond mere branding; it reflects our core values of environmental responsibility and sustainability. By sourcing exclusively from sustainably managed forests, we ensure that our commitment to the planet extends throughout our entire supply chain." 

In addition to the packaging overhaul, Essentia's sustainable efforts include the adoption of roll-packing techniques that have significantly reduced the need for truck space and packaging materials usage by 75%.  

The company stated that all packaging materials are made from 100% recycled paper, and the transition to kraft paper wrap will eliminate the use of plastic completely.  

Moreover, in the absence of better recycling options, an Essentia mattress is designed to fully biodegrade in just three years when exposed to the elements.