Sustainable packaging, which also looks good.
It's the criteria our Creative Director, Em had in mind while in the throes of launching Beverly’s online store recently – because whether you're dining with us in the restaurant or purchasing a branded keyring online, it's important that every facet of the customer journey embodies our environmental and community-led values.
So, when she came across HeapsGood Packaging, Em knew we'd found our match.
Based in Melbourne and environment-first through and through, HeapsGood is a forward-thinking business led by two passionate brothers – who are supported by an equally driven team – and all of the company’s products are either compostable, recyclable or built to last. Plus, for every order, they plant a tree.
With the festive season fast approaching, we quizzed one half of HeapsGood's founding team, Adam Sarfati, who is also CEO, about how the concept came about, making "sustainability cool," his tips for weaving best practices in our own lives, and the company's goal of creating a bigger impact as it grows.
How did you both meet, and what are your professional backgrounds?
Strangely enough, we're brothers, even though we have different surnames. So I met the little guy at birth. Luckily, we got on pretty well even with the age gap, and around 2020 we decided to start a business together.
We actually kicked things off during COVID, which was a really unique time. While it was a tough period for many businesses, it gave us the space to spend a lot of time together and put real energy into building something from the ground up.
How did the HeapsGood Packaging concept first come about, and what prompted the focus on sustainable practices?
Before starting HeapsGood, I’d spent a fair bit of time overseas, especially in Southeast Asia, teaching English and traveling. Over there, the environmental damage caused by plastic waste is impossible to ignore. You see it everywhere. It really stayed with me, and when I came back to Australia, I knew I wanted to start a business, but also one that made a difference.
The idea for HeapsGood came from a practical place. Ace was already running his own business, ThreadHeads, and we were searching for mailers for him. That sent us down a bit of a rabbit hole. We couldn’t find anything that ticked all the boxes, so we decided to create something better ourselves.
How would you describe your ethos, and how do you uphold it?
Our ethos has always been about leading with function. We design everything around our customers’ needs with sustainability at the centre. If a product doesn't work well, people won’t use it no matter how sustainable it is. So we focus on making packaging that’s smart, practical and genuinely better for the planet.
HeapsGood is built around a few core pillars. First, sustainability without compromise. Every product we release has to be either compostable, recyclable or built to last. No greenwashing, no soft plastics pretending to be a solution.
Second, we're built for ecommerce brands. That means our products are tailored to how real online businesses operate today. Third, customer experience is everything. From design advice to support emails, we try to be as helpful and human as possible. And finally, we try to make sustainability cool. We’ve taken what was a pretty beige, boring space and made it something brands can actually be proud to use.
What role does B Corp play in HeapsGood’s operations?
Getting B Corp certified was a huge milestone for us. It was one of the biggest undertakings we’ve tackled apart from our Birchal raise. It helped validate what we were building, especially as one of the first Australian packaging companies to earn it.
That said, we’ve also noticed the certification becoming a bit diluted lately. So while it’s a valuable part of our story, we try not to lean on it too heavily. We prefer to let our actions speak louder.
What would your top tips be for others looking to lead more sustainable lives or businesses?
On a personal level, it sounds simple but one of my biggest ones is using a keep cup. I have at least two coffees a day, sometimes three, and when you start thinking about how many takeaway cups that adds up to in a year, it's huge. Most of them can’t be recycled or composted properly, so they just end up in landfill.
For businesses, I think the main thing is to get started and not feel overwhelmed. You don’t have to reinvent the wheel. Just lean on people who’ve already figured some of it out. That’s kind of why we’re here.
If we can make it easier for other businesses to make better packaging choices, then we’re doing our job. And if you're someone looking to build something sustainable, you probably already have that instinct in you. Let that guide the decisions and the rest will follow.
There truly is no planet B: how does HeapsGood Packaging aim to continue to make a difference?
This is something we talk about a lot. We’re a product-based business in a consumer-driven world, so there’s always going to be tension there. But we’ve taken inspiration from people like the founder of Patagonia and asked ourselves how we can create a bigger impact through our growth.
The answer for us is pretty simple. As we grow, we get to do more good. That means donating more, planting more trees, and investing more in genuinely better alternatives.
It always comes back to the product. If everything we make is more sustainable than the status quo, then we’re doing our bit. We’re constantly expanding the range, and we always take cues from what our customers are asking for.
One big area we’re excited to lean into this year is merch. We’re aiming to become a one-stop shop for everything a sustainably minded business needs. That’s the long game for us. Better products, less waste, more impact.
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