Apart from the coronavirus outbreak, which is everywhere in news these days, a Los Angeles-based startup named Mi Terro has suddenly gained various environmentalists’ attention. And the sole reason behind is the sustainable idea proposed by the company out of food wastage, which has remained an evergreen matter of ponderance for societies
Robert Luo, the founder and chief executive of Mi Terro, said- the startup is looking for a strategic partnership with the Chinese dairy firms that can execute the startups’ plan of recycling the unused milk so as to produce t-shirts from it. Mi Terro’s Robert Luo said startups are discussing investments with a dominant company in the Chinese dairy market that supplies raw materials. Luo has made over $100,000 in sales through online sales in more than 40 countries since after launching a t-shirt with fabric produced from excess milk in June 2019, as stated by Luo in an interview.
Similar to various small fashion brands, Mi Terro, is trying to direct the consumer demand so as to drive consumer purchases towards companies that are sustainable in the industry. It is evident on account of concerns regarding wastage and overproduction, and most of the times a lack of match in between. According to a 2019 white paper led by Center for Sustainable Fashion, small and medium-sized businesses account for nearly half of the fashion industry and are in a good position to innovate sustainability.
The idea behind turning a product from an edible source has emerged here from food wastage, and not to promote clothing, in particular. When visiting his uncle’s dairy farm in China
Mi Terro will be available in China and Japan on June 18 in the next two months. Luo said. In 2019, the company launched two kick starter campaigns to quickly reach its funding goals and counts the startup accelerator Lair East Labs among its sponsors. Luo said Mi Terro is currently in the process of raising $800,000 in new financing from strategic partners in China and around the world.
According to a report by McKinsey and industry publisher Business of Fashion, venture capital’s apparel and footwear investments increased from $43.6 million in 2007 to $566 million in 2017.
This start-up is now seemed to prepare for the upcoming expansion of food waste innovation afar fashion. As a part of this preparation, the company is on its journey to develop new technologies that can assist dairy manufacturers recycle whey waste into decomposable food packaging films, which is an eco-friendly approach as well. Luo expects this business concept to steadily move away from straight selling it to consumers. Mi Terro has planned to license this technology in the upcoming years and is further looking to apply for a patent in China.
