The Good Roll began as a European consumer brand selling sustainable toilet paper and using part of its revenue to improve access to sanitation. It has since evolved into a much broader industrial business, processing Ghanaian bamboo into pulp for the global paper industry, tissue products for its consumer brand, and, from 2027, biochar and carbon credits produced from bamboo waste.
The company generated more than €5.5 million in revenue in 2025 and has secured a $50 million long term pulp offtake agreement. Its production facility in Akosombo employs more than 86 people, while over 3,000 farmers are ready to supply bamboo. By 2030, The Good Roll aims to operate seven production lines, work with 15,000 farmers and generate more than €175 million in annual group turnover.
In this episode, Sander discusses the company’s €5.2 million investment raise, and explains why The Good Roll is moving beyond sustainable toilet paper to challenge the structure of the global paper industry. He explores the economics of processing bamboo close to where it grows, what it takes to make Ghanaian pulp competitive in international markets, and why controlling the value chain could allow more income and industrial value to remain in Ghana.
What We Discuss With Sander
• Why The Good Roll is inviting members of the public to become shareholders through its €5.2 million investment raise.
• Why The Good Roll is betting that Ghanaian bamboo can disrupt a $350 billion global paper industry.
• Can bamboo pulp produced in Ghana genuinely compete with the world’s established suppliers?
• Why does Africa continue exporting raw materials while surrendering most of their economic value?
• Does a $50 million offtake agreement prove demand, or simply introduce a much bigger execution risk?
• Can The Good Roll reach €175 million in annual turnover without sacrificing the social and environmental mission that made it distinctive?
Did you miss my previous episode where I discuss Why Do So Many African Businesses Die With Their Founders? Succession, Stewardship and Legacy? (https://www.buzzsprout.com/1901592/episodes/19762475) Make sure to check it out!
Connect with Terser:
LinkedIn - Terser Adamu (https://www.linkedin.com/in/terseradamu/)
Instagram - unlockingafrica (https://www.instagram.com/unlockingafrica/)
Twitter (X) - @TerserAdamu (https://twitter.com/TerserAdamu)
Connect with Sander:
LinkedIn - Sander de Klerk (https://www.linkedin.com/in/sander-de-klerk-2982ab7/) and The Good Roll | B Corp (https://www.linkedin.com/company/the-good-roll/)
Website - thegoodroll.co.uk (https://shop.thegoodroll.co.uk/en-nl/)
Many of the businesses unlocking opportunities in Africa don’t do it alone. If you’d like strategic support on entering or expanding across African markets, reach out to our partners ETK Group:
www.etkgroup.co.uk (https://www.etkgroup.co.uk/)
info@etkgroup.co.uk (mailto: info@etkgroup.co.uk)