Norwest company since: 2017
Sector:  Consumer
Stage: Venture Capital
Investor: Jeff Crowe

Worldview Spotlight

Grove Collaborative Seeks to Lead CPG Sustainability


Grove Collaborative helps families create a home that reflects the best of themselves.
Who They Are and What They Do

Grove Collaborative is a direct-to-consumer retailer of household cleaning and personal care products, produced by Grove-owned labels and other environmentally friendly brands. The team at Grove believes sustainable products can build a brighter, better future for everyone and they act on that belief by curating a selection of products that meet the Grove Standard: Everything available at Grove has met standards for non-toxicity, efficacy and sustainability; the products are also cruelty-free.

Why We’re Proud of This Investment
  • Third-party validation: Grove has been a certified B Corp since 2014.
  • Field and regulatory leadership: Grove sets a strong example of climate leadership and uses its platform to advocate for action among peers and relevant regulators, as evidenced by:
  • Stakeholder accountability: In 2021, Grove incorporated as a Public Benefit Corporation.
How this Company Fits into our Worldview

While Grove Collaborative appreciates that big-picture changes are needed to address the climate crisis, the company also believes that every little bit counts. Grove plays a role in climate adaptation and mitigation by giving consumers the ability to make the most environmentally friendly choices for themselves and their families, and by continually aspiring to higher standards of plastic reduction and product cleanliness.

Grove Collaborative is leading a generation of companies using a direct and personal touch to bringing healthier products to consumers. The company has the potential to drive huge positive change in the CPG landscape.
– Jeff Crowe, Managing Partner, Norwest Venture Partners