Ideal Founder Series 016 Benson Chen, Co-Founder of Wonder Greener
Mar 8, 2024
( English Version Below v v v v )
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About Wonder Greener
《 蒲草吸管 》
蒲草，從一度被遺忘的植物，變成一支支為地方、也為環境帶來了新契機 - 蒲草吸管。
玩艸植造專注於提供環保解決方案，將天然蒲草製成的吸管，希望可以藉此降低塑膠吸管對環境帶來的負擔。蒲草吸管100%天然，無化學添加，並能在3至6個月內自然分解。同事也透過蒲草的種植來復育廢耕地，而這也為在地居民增加了額外的收入，協助地方成長。
About Benson
《 Wonder Tree x Wonder Greener 》
「Benson 創立玩艸植造的緣由，很好的展現了新創存在的價值之一 - 解決問題，對 Benson 自己的咖啡廳 - Wonder Tree 以及其他餐飲業者來說，問題便是如何提供消費者們更環保的選擇，而答案正是蒲草吸管」
本身經營咖啡廳，開店時就期許自已盡量少用塑膠類的用品，尤其是吸管，但不管是不鏽鋼或是玻璃吸管，由於對於衛生的重視，不時會發現客人將吸管拿起放置旁邊，其中會有四成的人會回頭跟櫃台要一次性的吸管。
一次性吸管的替代品在當時首選便是紙吸管，但很快地變開始到了客訴 - 吸管過軟、容易爛掉。於是我開始思考純植物做的吸管是否有機會完美的解決這樣的問題呢。
當時的市場便出現了咖啡渣、甘蔗吸管，但不久後多數人便意識到這些吸管本質上，仍是塑膠吸管，當時的我們為了更好的解方，於是便開始了我們的研究。
《 冒險 》
「Benson 是個行動力極強的人，可以現在解決的事情，Benson 不會留到未來。」
研究初期我們看到了一篇很早期的報導，報導中分享了越南的原住民有在經營一些手作坊，且有在使用純天然的植物去製作吸管，然而這些產品並沒有外銷到台灣，於事我便和現在的研發長買了機票飛到當地一探究竟。
憑藉著報導的照片，我們從機場開始，一路到到周圍的店家、咖啡廳一家一家的問，終於在其中一間咖啡廳發現了植物做的吸管，我們也間接得知了可能的源頭 - 湄公河河畔。
於是我們又跳上了車，經過顛簸的四小時車程來到了湄公河河畔，在那我們看到了可能可以當作吸管原料的蒲草，也透過一位熱心農夫的介紹，進一步認識了用這種蒲草製作吸管的作坊。
《 起源 》
在現場瞭解了吸管的原料及製程，也確定沒有額外的添加後，我們便覺決定帶一些乾燥版本回到台灣。就這樣，我們兩個都買了附加的行李，塞滿了吸管，將十萬支希望帶回台灣。
回台後先在自己的店裡測試了三個月，令人意外的是我們竟然沒有收到任何相關客訴，雖然也沒有特別被讚揚或是驚豔大家，但我認為這正是我們要的效果，無痛、無痕的將更好的生活選擇帶給身邊的人，於是我們便有了和其他餐飲業者分享的念頭，起初是希望可以大家一起叫一貨櫃的貨回台，但由於成本過高，最終放棄了進口的想法。
每支吸管 3-4 塊的單價並不是一個可以負擔的數字，因此這個想法始終沒有實現，往後其他方法也都不斷遇到瓶頸，我們若引進越南當地作物將會被視為引進外來種、台灣多數號稱中空的植物也都多少都含有棉絮結構，處理將太過複雜。
正當我們對於蒲草吸管的可行性煩惱時，編織產業的歷史竟成了一切的轉機。
《 南投乾爹 》
我們透過介紹輾轉認識了一位研究生，發現台灣過去曾有種蒲草被當做編織的原料，抱著試試看的心態，驅車前往了南投一探這種蒲草的潛力。
在南投不斷找尋的過程中，遇到了我們團隊尊稱的「南投乾爹」，當時這位大哥和我們分享他曾在家中的祖田，找到了一些蒲草，於是便帶我們到現場探勘，而最後我們的確在這塊荒廢已久的田地中找到了解答。
在找到適合製作蒲草吸管的原物料後，我們又花了大概兩年的時間開始規劃，我們也是在這時候開始了我們的公司，並同時以「蒲草田的復育計畫」作為主題進行了嘖嘖募資。
即便當時因為疫情的關係，投資的風氣仍相對保守，但仍幸運的遇到了許多相信我們的人們，這造就了今天的我們，真的很感謝南投乾爹和所有的支持者！
Wonder Greener X Industry Insights
《餐飲x疫情x塑膠》
疫情期間，民眾對於外帶、外送餐點的需求上升，而餐具器皿的消耗是不可避免的，塑膠以及紙吸管也是眾多塑膠耗材中的一部分。
塑膠吸管，無庸置疑地為環境帶來了的負擔 ，紙吸管的成分也同樣的包含了不少的塑膠，但在這樣的時空背景下，是不可以避免的，也因此我們希望可以透過蒲草吸管，在不影響日常生活習慣的情況下，為環境及社會帶來一點點改變，並期望藉由去年年底到今年餐飲業的逐漸復甦，將蒲草吸管帶到更多人的視野中。
《價格敏感》
餐飲業一向是個價格敏感的產業，任何食材及耗材的價格波動都時刻撥動著餐飲業者的神經，因此儘管在疫情過後， ESG 及更多永續相關議題被更加的重視，但價格才是普遍餐飲業者們最大的現實。
可以發現近年越來越多業者願意以紙吸管代替塑膠吸管，但紙吸管因本身的特質不耐用，加上價格的驅使，塑膠吸管仍是多數業者的第一選擇，台灣在塑膠退場的進度也的確較慢，在政策未有明顯地推進力道時，業者的注意力迅速就會回到價格上面，而這也正是我們希望可以解決的問題，透過規模化並建立直營種植點以降低蒲草吸管的生產成本，進而提升餐飲業者們的使用意願。
《品牌溝通工具》
有更好的選擇相信大家都會願意嘗試，但就像剛剛說的，價格是個不爭的事實，在我們規模化以前，即使目前生產成本已經和紙吸管差不多，塑膠吸管的價格仍是餐飲業者採用與否最大的關鍵。
也因此我們不將蒲草吸管定位在一個單純的耗材，在蒲草吸管的背後，更多的價值在於它可以是品牌溝通的工具，店家可以讓消費者感受到，業者們在意的不僅是消費者們對餐點及體驗的滿意度，也在意大家所在的環境，需要為這份餐點承擔什麼樣的代價。
根據我們目前的計算，每根蒲草吸管的碳排在 -0,3 克左右，這樣的數據對於中大型餐飲業來說，將會是個非常適合的合作切入點，而我們目前也正在跑第三方驗證的流程中，我希望我們在做的一切可以盡可能的透明公開。
《 全球市場 》
吸管本身並不會因為地區的不同而演變出太大的變化，長一點也好、短一點也好，但始終就是吸管的樣子。
我們希望未來可以逐漸將蒲草吸管推廣到更多的地區，目前正在評估將越南和馬來西亞做為我們的第二、第三直營種植點，當然這樣的做法也有人問過我們難道不擔心被抄襲嗎？
當然是有可能，即使我們已經為我們的生產機器做了 IP 保護，但真的有心的人一定有辦法做得出相似的機器，但我認為最大的壁壘在於蒲草這項原物料取得非常不容易，再來就是在如此藍海的市場中，單獨一家公司的影響力絕對是不夠的，我們很期待可以看到更多對植物性吸管或是相關主題有興趣的團隊出現，不同技術和觀點的交流，才有辦法促使整個產業的正向成長！
Personal Reflections & Advice
《 Costco 財富自由 》
在玩艸植造開始以前，我就從餐飲業開始了我的創業旅程，對成功兩個字的定義還是相對的模糊和廣泛，但若是要以現在的狀況來說，我希望有天我們的團隊可以不要再為錢工作，大家都能有個可以安心住下來的家，一起達到 Costco 財富自由，一起為了我們相信的事情努力！
《觀點》
當然有遇到過各式各樣的挑戰和危機，但遇到這些問題的時候，最重要的事情就是我們要如何解決問題本身，
事情發生的時候就是發生了，他並不會因為我們的感受而有變化，因此我們怎麼面對這些事情才是重點，當然可以把它視為一個「問題」、一個「麻煩」，但我們也可以選擇單純將它看成另一個需要被解決的事情而已。
所以並沒有什麼所謂最困難的挑戰，每個階段的能力、遇到的挑戰都不一樣，是隨著時間變動的，我們能做的真的就是盡我們所能的解決他們而已。
About Wonder Greener
《Bullrush Straw》
Bullrush, once a forgotten plant, has now become a source of new opportunities for both the local community and the environment – introducing the Bullrush Straw.
Wonder Greener is dedicated to providing eco-friendly solutions, crafting straws from natural bullrush to reduce the environmental burden caused by plastic straws. Our Bullrush Straws are 100% natural, free from any chemical additives, and naturally decompose within 3 to 6 months. Additionally, through bullrush cultivation, we contribute to cultivating abandoned farmland and creating extra income for local residents, fostering community growth.
《 Wonder Tree x Wonder Greener》
“Benson's founding of Wonder Greener beautifully illustrates one of the core values of startups – solving problems.
For Benson, the problem lay in his own coffee shop, Wonder Tree, and among other restaurants. The question was how to offer consumers a more eco-friendly choice, and one of the answers is Bullrush Straws.”
As a coffee shop owner, I aim to minimize the use of plastic products, especially straws in my case. However, whether it was stainless steel or glass straws, due to hygiene concerns, I noticed customers picking up straws and requested disposable ones from time to time.
The primary alternative to disposable straws at the time was paper straws, but they quickly turned into an issue – too soft and prone to becoming soggy. That's when I started wondering if straws made entirely from plants could be a possible perfect solution.
At that time, the market saw the emergence of coffee grounds and sugarcane straws, but it didn't take long for most people to realize that these straws were still fundamentally plastic.
We were determined to find a real solution, so we began our journey.
《The Adventure》
“Benson is an incredibly proactive individual who doesn't procrastinate.”
During the early stages of our research, we came across an old news report that discussed the indigenous communities in Vietnam operating craft workshops, using all-natural plants to make straws. However, these products were not exported to Taiwan. So, with our current CTO, we bought plane tickets and flew to Vietnam to investigate.
With pictures from the news, our quest started from the airport, visiting various shops and cafes one by one. Finally, in one cafe, we discovered straws made from plants, which allowed us to trace back to a possible source - the banks of the Mekong River.
We then hopped on a cab, after a four-hour bumpy ride, we got to the banks of the Mekong River. Where we saw bullrushes that could potentially be used as straw materials. With help from a passionate farmer, we knew the workshop where these bullrush straws were being crafted.
《 The Origin 》
After gaining insights into straw materials and the manufacturing process on site, as well as confirming the absence of any additional additives, we decided to bring some back to Taiwan.
And so, both of us bought extra luggages, filled with straws, carrying a hundred thousand units of our hope back to Taiwan.
Surprisingly, after three months of testing in our own cafe, we received no complaints at all, even though we weren't particularly praised or wowed by our customers, I felt like that was precisely what we’re looking for. That is to quietly and seamlessly introduce a better choice without any fuss to those around us.
This led us to consider sharing them with other food and beverage businesses. Initially, we hoped to share a container full of straws, but due to the high cost, we eventually dropped the idea.
The unit price of 3-4 dollars per straw was not affordable, and so, this idea was never realized. We encountered various difficulties in pursuing alternative approaches.
Introducing Vietnamese crops into Taiwan would be viewed as introducing foreign species. Most of Taiwan's so-called hollow plants also contain cotton-like structures, making the processing too complex.
Just when we were troubled by the feasibility of bullrush straws, the history of the weaving industry became the turning point for everything.
《 Nantou Godfather 》
Through some references, we came across a postgraduate student who shared that Taiwan had a history of using a specific bullrush as a weaving material. With a mindset of experimentation, we drove to Nantou to explore the potential of this bullrush.
During our search in Nantou, we had the pleasure of meeting someone our team fondly referred to as the "Nantou Sugar Daddy." This gentleman shared that he had found some bullrush on hisland, and he took us to the site for further exploration.
Eventually, in this long-abandoned field, we found the answer we were looking for, for a long long time.
After identifying the suitable raw materials for making straws, we spent approximately two years planning. It was during this time that we established our company, and simultaneously launched our "Bullrush Field Restoration Project" as a crowdfunding campaign theme.
Despite the cautious investment environment due to the pandemic at the time, we were fortunate to encounter many individuals who believed in our mission. This is what has brought us to where we are today, and we are truly grateful to the Nantou Sugar Daddy and all our supporters!
Wonder Greener X Industry Insights
《F&B, Pandemics,Plastics》
During the pandemic, there was a surge in demand for takeout and delivery meals, inevitably leading to increased consumption of disposable tableware. Plastic and paper straws were among the many plastic disposables used.
Plastic straws no doubt burden the environment, and paper straws also contain a significant amount of plastic components, which given the circumstances, was unavoidable. Therefore, we hope to make a slight change for the environment and society through bullrush straws, without disrupting people’s habits. With the gradual recovery of the F&B industry from Q4 last year to this year, we aim to bring bullrush straws into the spotlight for more people.
《Price-sensitive》
The F&B industry has always been price-sensitive, with fluctuations in the prices of ingredients and disposables constantly on the minds of restaurant owners. Therefore, despite the increased focus on ESG and sustainability issues after the pandemic, price remains the truest reality for most shop owners.
In recent years, we have seen more and more businesses willing to replace plastic straws with paper straws. However, due to the inherent fragility of paper straws and the cost, plastic straws continue to be the go-to choice for the majority.
Taiwan's progress in phasing out plastics is also relatively slow, and when there is no significant policy push, the attention of businesses quickly returns to the price. This is the problem we hope to address by scaling up and establishing our own cultivation sites to reduce the production costs of bullrush straws, thereby increasing the willingness of restaurant owners to adopt this new concept.
《Brand Communication》
I believe everyone would be willing to give it a try whenever there’s a better choice. However, as I mentioned earlier, the unaffordable price is an undeniable factor. Before we achieve economies of scale, even though the current production costs are comparable to paper straws, the price of plastic straws remains the key consideration for restaurant owners.
That's why we don't position bullrush straws solely as consumables. Behind bullrush straws, there's more value as a tool for brand communication. Restaurants can make consumers understand that what matters to the businesses is not only their satisfaction with the food and experience but also the environment everyone is in and what price needs to be paid for the meal.
The carbon footprint per bullrush straw is approximately -0.3 grams according to our current calculations. Such data would make our straw a very suitable angle of collaboration for medium to large-scale restaurant businesses. We are currently in the process of third-party verification, and I hope that everything we are doing can be as transparent and open as possible.
《Global Market》
Straws around the world don't have that much of a difference, concerning their shape and function; they may be longer or shorter, but they still fundamentally look like straws.
We hope to gradually introduce bullrush straws to more regions. Currently, we are evaluating Vietnam and Malaysia as our second and third direct cultivation sites. Of course, some people have asked us if we are worried about being copied.
Certainly, it's possible. Even though we have implemented IP protection for our production machinery, determined individuals can find ways to create similar machines. However, I believe the biggest barrier lies in the difficulty of sourcing the raw material, bullrush. Additionally, in such a blue ocean market, the influence of a single company is not sufficient. We look forward to seeing more teams interested in plant-based straws or related topics. It's through the exchange of different technologies and perspectives that we can drive positive growth for the entire industry!
Personal Reflections & Advice
《 Costco Freedom》
Before I started Wonder Greener, I started on my entrepreneurial journey in the F&B industry. The definition of success was relatively vague and broad at that time, but if I were to define it based on our current situation, I hope that one day our team won't have to work for money anymore. Instead, everyone can have a place to call home and achieve financial freedom in a sense that we could shop at Costco and worry nothing about whether we’re gonna spend too much.
And together, we strive for what we believe in!
《Perspective》
Of course, we've encountered various challenges and crises along the way. When facing these issues, the most important thing is how we tackle the problems themselves.
When something happens, it happens, and it doesn't change based on our feelings. So, the key is how we confront these situations. We can certainly view them as "problems" or "troubles," but we can also choose to see them as another thing that needs to be done.
There's really no such thing as the "most difficult" challenge. Our abilities and the challenges we face evolve with each stage, changing over time. What we can do is simply our best to address them.
