Better Earth Products

I have never used your products before. How can I confirm they’ll perform as needed and comply with my community’s environmental standards?

We have built our reputation on producing the highest-quality compostable foodservice packaging, certified by the Biodegradable Products Institute (BPI) and OK Compost, among others. Our mission is to manufacture products that are the safe and sustainable solution for cities enacting single-use plastic bans.

To ensure our products meet your performance and sustainability needs, we invite you to request samples through your region’s broker prior to ordering. Please contact our Vice President of Sustainability at  if you have any additional questions about our products’ sustainability features and alignment with your community’s environmental standards.

What materials does Better Earth use for its compostable products?

Sourcing hyper-renewable, regenerative, and sustainable materials is paramount for us. We also strive for organic and non-GMO options wherever feasible. Please refer below for more information on the environmental profiles of our most popular substrates.

Better Earth utilizes three key materials: rapidly renewable plant fibers, sustainably sourced paper, and a bioplastic called PLA (Polylactic Acid).

  • Plant Fiber: Bamboo, sugarcane, miscanthus, switchgrass, and sorghum are all rapidly renewable resources that Better Earth shapes into our molded fiber food service packaging. Utilizing these fibers supports forest conservation, creates dignified green jobs, supports small farming operations, and builds demand for composting infrastructure. 
  • Paper: Better Earth has a commitment to utilizing the most regenerative and renewable plant-based materials, and therefore minimizing our use of tree-based fiber. Better Earth paperboard products, including our Hot and Cold Food Collection and Better Collections, are made from sustainably-sourced tree or bamboo paper. 
  • PLA (Polylactic Acid): PLA is a plant-based and compostable alternative to petroleum-based plastic made from renewable resources like corn, sugarcane, cassava, and sugar beet pulp. This bioplastic is fashioned from plant sugars and is more environmentally friendly in production, emitting fewer greenhouse gasses than certain traditional petroleum-based plastics.

Our Sugarcane collection is made from the byproduct of the sugar extraction process that would otherwise be landfilled or incinerated. Bamboo, one of our most popular substrates, is hyper-renewable and grows up to three feet per day. Switchgrass and miscanthus are some of the native perennial grasses that make up our domestic Farmer’s Fiber Collection. They are powerful soil regenerators. After being planted, they will continue to grow, be harvested, and nourish the soil for more than 20 years.

Are your items edible?

No, they are not meant for consumption. Consult a doctor if ingested.

Are there concerns for corn allergies with your products?

The processing alters the chemical structure of the corn, eliminating allergic concerns.

Are the products gluten-free?

Yes, our items are gluten-free.

Is the corn in Ingeo™ PLA GMO-free?

The corn is a mix of non-GMO and GMO. Processing removes any traces of genetic material. We strive to reduce dependence on petroleum-based products and hope to shift entirely to non-GMO in the future.

What is the difference between your fiber lines?

Each of our fiber lines has a unique aesthetic and performance profile.

  • Our Eco-Bamboo line is a bamboo-based fiber collection that is tan in color. Its longer fibers provide strength for holding foods with moderate moisture content.
  • Our Sugarcane line is the most commonly seen compostable foodservice packaging material and is among the earliest in the market. It is white in color.

Our plant fiber products are primarily derived from bamboo, sugarcane bagasse, miscanthus, switchgrass, and sorghum.

Can I put your products in the microwave/oven/freezer?

Our products are designed to simultaneously withstand a wide variety of temperatures and break down within 90 days in a commercial composter. However, they are not designed to bare the extreme temperatures found in microwaves, ovens and freezers. We recommend heating up or freezing food-products in glassware whenever possible.

  • Freezer: Our clamshell collections can go in the freezer but are not airtight. This means foods may be subject to freezer burn or reduced freshness. Our PLA products are also not recommended for the freezer and can become brittle when frozen.
  • Microwave: Our Fiber Collection products are microwave safe for reheating–they are not designed for extremely high heat. We recommend testing our Fiber Collection products to confirm that they comply with your specific conditions.
  • Oven: While our hot cups, soup cups and some containers are designed to withstand high-temperatures, including boiling water, our product-line is not designed for the extreme high heat of the oven, which can cause them to warp, leak or even catch on fire.

Plant fiber items can handle up to 450°F. They’re microwave-safe for up to 2-3/4 minutes (unlined) and 5-3/4 minutes (lined). Always test in your specific conditions.

Are Better Earth’s products validated for their compostability?

Better Earth’s products are validated for their compostability by globally recognized organizations such as the Biodegradable Products Institute (BPI). This means that you can be confident that Better Earth products will break down completely into organic matter in a commercial composting facility. Please refer below for Better Earth’s member profile and associated certified products with each certifying body:

What’s the identifier for compostable versus regular products?

While traditional plastics usually bear resin codes #1-6, our compostable items are considered #7. However, for clarity, Better Earth bioplastics are distinctly marked “compostable” and/or bear the BPI Certified stamp.

What are your certifications?

Our mission is to provide our customers the safe and sustainable solutions they need to meet and exceed their own environmental commitments. That’s why we’re constantly in the lab and working with industry leaders to ensure our products go beyond today’s rigorous environmental certifications and standards. For example, we test our products using the American Society for Testing and Materials (ASTM) standards to ensure they break down in commercial composting facilities. These tests are then verified by several third-party organizations. Refer below for more information:

  • Biodegradable Products Institute (BPI): BPI-certified products undergo rigorous, third-party testing to verify that their products meet ASTM D6460 and/or ASTM D6868 standards (refer to “ASTM D6460” and “ASTM D6868” in our Key Terms). You can always find the latest list of Better Earth BPI product certifications by visiting BPI’s website.

Ordering & Account Info

How can I purchase your products?

Thanks for your interest in Better Earth! You can ask your local distributor if they stock our products, and if not, email and we will put you in touch with a local representative.

I am a restaurant owner and interested in your products. Can I order directly from you?

We currently work through distributors and brokers. Please contact your local distributor or broker, or email us at and we will put you in touch with a local representative.

Composting & Environment

Why should I buy compostable products?

Takeout orders account for around 269,000 US tons of plastic waste that has entered the oceans. According to the NOAA Ocean Service, plastic doesn’t decompose and can stick around indefinitely.  And every day, more cities, counties, states and even countries are joining the movement to ban single-use plastics in favor of sustainable alternatives like compostable and reusable products.

Our customers purchase compostable products because they know the disposables landscape is changing and their end-users are demanding more sustainable options. At Better Earth, we help our customers meet their sustainability goals with innovative products that offer the same quality and similar performance to conventional plastic and Styrofoam.

How should items made of PLA be stored?

Store PLA products in a location with temperatures under 110°F and shield them from direct sun exposure.

How long does it take for your products to compost?

All Better Earth products are third-party certified to break down in a commercial or municipal composting facility within 90-180 days or less. There is still not a viable American home compostability certification, but Better Earth looks forward to verifying applicable products under this standard once available. 



Are your compostable products marine degradable?

We are happy to see so much discussion about the marine degradability of foodservice packaging and are more committed than ever to ensuring our products are the safe and sustainable solution for protecting marine life. Better Earth is advocating for a single standard to define marine degradability within the industry and supports efforts to design and produce certified marine-degradable products.

What do you mean by “compostable”? How is this defined?

Composting is the natural degradation of organic matter by microorganisms, producing nutrient-rich soil. Composting can happen at a small scale through home and backyard composting methods, or at a large scale via commercial composting facilities.

A product can break down into carbon dioxide, water, inorganic compounds and biomass in about 90 – 180 days or less with the support of aerobic microorganisms, and that the process leaves no toxicity in the soil (for more information, refer to “composting” in our Key Terms).

Compostable products can include food scraps, paper, leaves, as well as certified-compostable foodservice packaging materials like Better Earth. The speed of degradability will vary based on the composition of the product.

Labels can be misleading. When purchasing compostable products, always look for the words “certified compostable,” “OK Compost,” “BPI-certified,” or “meets ASTM-D6400 standard.”

What is the difference between biodegradable and compostable packaging?

  • Biodegradable: Anything can be considered “biodegradable” because there is no legal definition for how long it takes for an item to “biodegrade.” The term has become so synonymous and confusing that “biodegradable” as a marketing term is now banned for marketing packaging in Maryland, Washington, Colorado, and California. 
  • Compostable: is a legally binding term. Any product using this term for marketing purposes must be certified to break down into compost in 90 to 180 days in a commercial composting facility and leave no toxicity in the soil.

Do you use genetically modified materials (“GMOs”)?

While we always try to use exactly what nature gives us and in its intended form, we do need to deviate occasionally to ensure the raw material can stand up to the process and performance required to expand the market for sustainable products. For example, the corn we use is genetically modified to have a higher sucrose content which allows for better and more consistent fermentation.

Where can I find a commercial composter near me?

Contact your local waste management or check the Find a Composter site and ensure the facility accepts compostable items. But what if commercial composting isn’t available yet in your area? You can still transform most of your food waste and yard trimmings into nutrient-rich fertilizer using a backyard composter.

What’s the big deal with styrofoam?

The world produces more than 14 million US tons of polystyrene (otherwise known as Styrofoam) each year. There are several well-known qualities that have led to its widespread usage, such as its low cost, light weight and insulation properties. However, these same benefits carry several indirect or hidden environmental and health costs.

  • Styrofoam is made from petroleum, a non-renewable resource
  • The chemicals used in the manufacturing process (benzene and styrene) have been identified as harmful neurotoxins and carcinogens
  • Furthermore, Styrofoam’s lightweight and air-like qualities make it difficult and expensive to recycle, leading to Styrofoam comprising as much as 30% of total landfill volume

Comparatively, compostable products like Better Earth are comprised of renewable, agriculture-based resources and will break down in a commercial composting facility in 90 days or less.

Can I recycle your products?

Better Earth compostable products are designed to efficiently break down in a commercial composting facility and are not optimized for the demands of municipal recycling facilities (or MRFs). 

How should I dispose of compostable items?

Better Earth compostable packaging should be sent to a commercial composting facility. If unavailable, please dispose of Better Earth packaging in the landfill, and join the conversation to advocate for composting in your city.

Why use compostable products if not accepted at my compost facility?

Yes! Unlike petroleum-based plastic or Styrofoam products, compostable products are comprised of hyper-renewable raw materials like bamboo and wheatgrass, as well as the waste products of renewable raw materials like sugarcane bagasse, that naturally sequester carbon through the agricultural process. This means that in the undesirable scenario that our products end up in a landfill, they still have a lesser environmental footprint across their lifecycle than alternatives made from fossil fuels.

What’s the scoop on PLA?

Polylactic acid, or PLA, is a bio-based plastic that is typically made from fermented plant starch such as corn, cassava, sugarcane, or sugar beet pulp. It’s fashioned by transforming sugars from these plants into lactic acid, which is then made into polymer form. When compared to conventional plastics, PLA has a lower environmental footprint. Store PLA products below 110°F and away from direct sunlight.

Can I use PLA products for hot food or liquids?

  • PLA items are best for cold contents and must be stored below 110°F.
  • CPLA hot cup lids can handle up to 200°F.
  • Paper cups and bowls with a PLA lining are suitable for up to 220°F.
  • Products made of plant fiber can endure up to 200°F.
  • CPLA Cutlery is suitable for temperatures up to 200°F.

How do bioplastics from Better Earth compare with regular plastics?

Better Earth bioplastics look, feel, and perform like petroleum-based plastic but are made entirely from plants. Typical petroleum-based plastics are highly dependent on fossil fuels, have very low levels of recyclability, and persist within our environment and food supply as microplastics. Alternatively, Better Earth bioplastics are born from renewable plant-based resources and break down completely in a commercial composting facility in 90-180 days or less.

Where are Better Earth’s offerings manufactured?

Better Earth has a diversified international supply chain to ensure quality and resilience for our customers. Better Earth’s primary manufacturing hubs are in Asia due to its robust existing infrastructure capabilities for compostable packaging. However, Better Earth is proud to offer our domestic Farmers Fiber Collection as part of our initiative to directly invest in expanding domestic manufacturing capabilities in the United States, with the goal of sourcing 50% domestic by 2025. 

What’s the expected shelf life of Better Earth’s products?

Life expectancy varies based on product type: 

  • Items made of plant fiber: 3 years
  • Paper-based containers and cups: 2 years
  • Disposable items from PLA: 2 years
  • CPLA utensils: 1 year
  • Eco-friendly paper straws: 2 years
  • T-shirt bags for carryout: 12 months
  • CPLA lids resistant to heat: 12 months

To maximize longevity, keep in a cool, moisture-free environment.

What happens to your products if they end up in the landfill?

Our products are designed specifically for the environmental conditions of a commercial composting facility, which means they must have access to microorganisms, carbon, water, heat and oxygen to biodegrade within 90 days. Oxygen is especially important for breaking down organic material through a process called oxidation.

Compostable items break down at about the same rate as other biodegradable materials in landfills, such as paper and organic waste. This is because landfills are typically low in oxygen, a key component of the composting process, which slows down the overall decomposition process. We encourage our customers to be skeptical of any products that claim to biodegrade or “compost” quickly in a landfill setting.

  • If placed in an open-air landfill where oxygen is available, commercially compostable products can biodegrade at similar rates to other organic materials in the same setting. However, open-air landfills often pose anaerobic conditions (without oxygen) if overcrowded and compacted tightly.
  • If placed in a capped landfill, the most common type in the US, compostable products will be deprived of oxygen and microorganisms and the composting process will be severely restricted. This is true for all organic material, like banana peels and yard waste, placed in this air-tight environment.

If you do not have access to commercial composting in your area, you can still transform most of your food waste and yard trimmings into nutrient-rich fertilizer using a backyard composter. Check out this Better Earth blog post to learn how to build your own backyard composter in 10 minutes or less. If none of these options are available for you, please dispose of Better Earth products in the waste bin.

But most importantly, we encourage you to join us in advocating for more composting infrastructure in the United States so that we can all close the loop between compostable products and their rightful home: the soil.

Is it worth buying compostable products if my community does not offer commercial or municipal composting services?

Yes! Unlike petroleum-based plastic or Styrofoam products, compostable products are comprised of renewable raw materials like bamboo and wheatgrass, as well as the waste products of renewable raw materials like sugarcane bagasse. This means that in the undesirable scenario that our products end up in a landfill, they still have a lesser environmental footprint across their lifecycle.

What makes Better Earth products preferable to conventional alternatives?

Better Earth products are plant-based, compostable, and made from naturally renewable resources, making them a more sustainable choice than conventional plastic products.

  • Compostability: Better Earth products meet ASTM D6400/D6868 compostability standards, meaning they can be safely broken down into organic matter in a commercial composting facility. This helps to reduce waste and create nutrient-rich compost that can be used to improve soil health.
  • Renewable resources: Better Earth products are made from renewable resources, which reduces reliance on non-renewable petroleum and helps to protect the environment.

In contrast, conventional plastic products are typically made from non-renewable petroleum and can take hundreds or even thousands of years to decompose. This means they can end up in landfills or persist within our environment as microplastics and release harmful chemicals into the soil and water.

Are your products packaged in biodegradable or recyclable materials?

Better Earth products are packaged in clear sleeves within corrugate cardboard boxes.

  • The sleeves are currently comprised of recyclable PE plastic due to recent instability in the PLA (compostable bioplastic) raw material market. We believe this instability up the supply chain could compromise our other core commitment of providing you quality products consistently and at a stable price – which is something we will not risk. Please contact your local recycling provider to confirm if they accept PE plastic film.
  • Our corrugate cardboard boxes are just about universally recyclable. Please contact your local recycling provider to confirm where you can drop off cardboard in your area.

Samples

Can we get samples of your product offerings?

Absolutely! Please contact your local broker or distributor, or email us at for more information on our product offerings and how to submit a sample request.

Custom Design & Printing

Can I customize your packaging with my company logo, sustainability messaging or other custom graphics? Do you do custom branding?

Yes! Yes, custom branding is available on our clamshells, fiber bowl lids, Better Box, hot cups, and food containers and our in-house design team is here to support you. Minimum quantities vary for production and shipping. Please contact your local broker or distributor for more information, or email us at and we will put you in touch with a local representative.

Can you print on hot cups and food containers? What are the minimums?

Yes, we can print on single and double wall hot cups and food containers. Minimum quantities are 100,000 pieces per SKU.

What are your print minimums for printed hinged containers? Number of colors? Lead time?

Custom printing is available in our Clarkston, GA print facility, and our in-house design team is here to support you. We have a 2-pallet minimum per print job, but this minimum can include 1 pallet of 1 size, and 1 pallet of another size. Generally, there are no limits on number of colors nor are there per-color charges. This is subject to the actual print request. The lead time is generally 6 weeks.

Pricing & Discounts

How can I obtain pricing?

Need a quote? Contact your local broker or for more information.

Shipping & Handling

What is your lead time for standard orders?

General packaging products usually ship within 10 business days of order confirmation unless notified. Domestic Custom Print Items have a lead time of six weeks upon approval of the orders. Overseas Custom Print Items have a lead time of 10-12 weeks.

Composter Map

Organic Material

Organic materials include grass clippings, leaves, tree trimmings, food scraps and certified compostable packaging, crop residues, animal manure, and biosolids (byproduct of wastewater treatment). Please utilize the filter tool within the Composter Map to understand which organic materials your local composter accepts.

Composting Facility

Composting facilities turn organic material into compost, a nutrient rich soil amendment. They use management techniques or technologies, such as physical turning, windrowing, aeration, in-vessel equipment, or aerobic digestion, to convert the materials, or “feedstocks,” into finished compost. Composting facilities range in scale from community scale (typically a neighborhood to a few neighborhoods) to commercial sale (typically services a whole city or region). Depending on the scale and technologies used, composters can transform the feedstock into finished compost within 45 to 180 days.

Hauler

While there are vertically integrated composters that do both the hauling and processing of the materials, you will most often need to partner with a hauling service to get your compostables to a composting facility. Haulers can be standalone businesses or part of a larger waste collection company such as those that service your landfill and recycling bins.

Drop Off Location

Where residents, and in some instances, businesses, can drop off their organic waste. From there, the community’s organic waste is picked up and taken to a composting facility. Drop off locations are a great way to create more access in more rural locations, where residential service is less feasible.

Better Earth Marketing Standard Operating Procedures Manual

Version 1.0 | November 2025

Mission Statement

Better Earth exists to make circular packaging practical, profitable, and scalable.
We design compostable, BPI-certified food-service products that advance regenerative agriculture, build resilient supply chains, and help operators meet new packaging laws with confidence.
Our work unites farmers, manufacturers, and food-service leaders to prove that sustainability is good business.


Table of Contents

  1. Purpose and Scope

  2. Governance & Change Control

  3. Brand & Messaging Governance
     3.1 Brand Identity
     3.2 Tone of Voice and Editorial Standards
     3.3 Messaging Framework
     3.4 Claims and Compliance Guardrails
     3.5 Brand Asset Approvals and Change Process
     3.6 RACI Matrix – Brand Governance


1. Purpose and Scope

1.1 Purpose

This manual establishes a single, living reference for how Better Earth plans, produces, approves, and measures marketing communications.
It ensures that every outward-facing message—whether a national campaign, a product label, or a LinkedIn post—reflects:

  • Integrity: every claim is substantiated and compliant.

  • Clarity: our tone remains consistent and easy to understand.

  • Impact: communications drive measurable awareness, engagement, and sales aligned with business goals.

1.2 Scope

These procedures govern all marketing and communications work conducted under the Better Earth brand, including but not limited to:

  • Corporate, product, and sustainability marketing

  • Trade-show and event marketing

  • Digital channels (web, email, social, video)

  • Media and public-relations outreach

  • Internal and partner communications that reference Better Earth’s certifications or sustainability performance

They apply to all employees, contractors, and partners authorized to produce content on behalf of Better Earth.
Finance, HR, and legal functions are referenced only where their input affects marketing workflows (e.g., vendor onboarding, claims substantiation).

1.3 Objectives

  1. Provide consistent, efficient workflows for recurring marketing activities.

  2. Clarify roles and accountability across departments.

  3. Reduce risk related to inaccurate environmental claims.

  4. Preserve brand equity and compliance as Better Earth scales.

  5. Enable quick onboarding of new employees and vendors.


2. Governance & Change Control

2.1 Ownership and Review Cycle

Role Responsibility
Owner VP Marketing (Mark Marinozzi) – maintains manual and ensures alignment with strategy
Approvers CEO + VP Sustainability + VP Sales + Director of Operations
Review Cycle Semi-annual (June & December)
Change Process Proposed edits → Owner review → Approvers sign-off → issue new version
Archive Google Drive → Marketing → SOPs → Versioned Manuals

2.2 Document Format

  • Master file maintained in Word (.docx).

  • Portable versions available as PDF (one-pagers) and PowerPoint (onboarding).

  • Version number and date must appear in footer of every page.

2.3 Amendment Log

All revisions require a brief summary and signature in the Appendix E Change Log. Minor style updates do not reset version numbers; process changes do.


3. Brand & Messaging Governance

3.1 Brand Identity

Logo Usage

  • Primary logo: Better Earth wordmark in Better Earth Green (#64A70B).

  • Secondary logo: white reversed on Forest (#3B3B3B).

  • Clear space: equal to height of the “B.”

  • Never re-create, stretch, add drop shadows, or place over conflicting backgrounds.

  • Logo files stored in Drive → Marketing → Brand Assets → Finals.

Typography

  • Headings: Poppins SemiBold, tracking +1 pt.

  • Body: Lora Regular 11 pt (min line spacing 1.15).

  • Use only brand fonts for digital and print to maintain consistency.

Color Palette

Color HEX Use
Better Earth Green #64A70B Primary brand, buttons, headlines
Forest #3B3B3B Body text
Sage #B2C8A1 Backgrounds and accents
White #FFFFFF Primary background
Soil Brown (optional) #7E6651 Secondary accent for natural themes

Imagery

  • Favor natural light, authentic people, and real foodservice environments.

  • Avoid stock imagery that implies “eco” through generic green filters or leaves.

  • Highlight real Better Earth products and partner locations whenever possible.


3.2 Tone of Voice and Editorial Standards

Voice Attributes

Trait Description Example
Knowledgeable We speak with authority on compostable packaging laws and science. “Compostability standards such as ASTM D6400 define the path to a true circular economy.”
Warm & Accessible We invite participation without jargon. “Better packaging starts with better choices.”
Purpose-Driven We connect action to impact. “Every cup returned to compost moves soil health forward.”

Editorial Rules

  • Write at a 10th-grade reading level.

  • Prefer active voice; avoid excess acronyms.

  • Spell out first reference of any standard (e.g., ASTM D6400 before abbreviation).

  • Oxford comma required.

  • Avoid green-washing adjectives like “eco-friendly” or “planet-safe.”


3.3 Messaging Framework

Core Brand Pillars

  1. Compostable by Design – Packaging that returns to soil under industrial conditions.

  2. Made for Circularity – Every product is part of a closed-loop supply chain.

  3. Regenerative Origins – Sourced from U.S. perennial grasses that sequester carbon.

  4. Partners in Transition – Helping operators shift from plastic to compostable solutions.

  5. Certified Trust – B Corp, BPI, and USDA BioPreferred verification.

Message Hierarchy

Level Purpose Tone
Corporate Mission Why Better Earth exists Inspirational
Product Line What it does for operators Practical
Campaign Why it matters now Timely and energetic
Call to Action What we want them to do Direct and friendly

3.4 Claims and Compliance Guardrails

Environmental Claims Policy

All environmental claims must be substantiated with verifiable third-party documentation.
Marketing cannot publish claims until Sustainability and Legal approve.

Claim Type Approved Language Requires Sign-Off From
Compostable “Commercially compostable where accepted.” Sustainability + Marketing
PFAS “Made without added PFAS chemicals.” Sustainability
Renewable “Made from rapidly renewable plant fiber.” Sustainability + Marketing
Carbon “Perennial grasses sequester up to 1 ton CO₂ per acre per year.” Sustainability
Biodegradable 🚫 Prohibited

Substantiation Archive

  • Certificates and test results stored in Drive → Compliance → Product Files.

  • Each asset must include a link or file reference to supporting evidence.

  • Marketing Comms Manager maintains index of claims and expiration dates.


3.5 Brand Asset Approvals and Change Process

  1. Initiate – Any employee may submit a request for new or updated brand assets via the Marketing Asset Form.

  2. Review – Design team verifies technical feasibility and brand fit.

  3. Sustainability Check – Ensure new icons or language do not imply unverified claims.

  4. Approval – VP Marketing sign-off.

  5. Distribution – Final files uploaded to Drive and announcement made in #marketing Slack channel.

Turnaround Time: 5 business days for minor assets, 10 for major updates.


3.6 RACI Matrix – Brand Governance

Task Responsible Accountable Consulted Informed
Logo update Kaitlyn Bernhardt Mark Marinozzi Joseph Bild All departments
Color palette revision Mark Marinozzi Joseph Bild Savannah Seydel Design team
New certification icon Savannah Seydel Mark Marinozzi Legal Advisor Design
Voice & tone guide edit Olivia Burnett Mark Marinozzi VP Sustainability All writers

4 Content & Channel Operations

4.1 Editorial Governance

All written, visual, and audio communications represent Better Earth’s brand promise.
Every asset must pass through an Editorial Lifecycle:

Ideation → Brief → Draft → SME Review → Design → Compliance → Publication → Distribution → Measurement → Repurpose

Stage Owner Required Approvals Deliverables Typical SLA
Ideation Marketing Comms Manager VP Marketing Campaign Brief 2 days
Drafting Writer / Content Lead Draft 1 3 days
SME Review VP Sustainability / VP Sales Comments + data corrections 2 days
Design & Layout Senior Designer VP Marketing Final art file + copyfit 5 days
Compliance Sustainability + Legal VP Marketing Approved PDF ready to publish 3 days
Publication & Distribution Marketing Comms Manager VP Marketing Blog post, email, social 1 day
Measurement Marketing Ops VP Marketing Analytics dashboard 5 days after launch

Quality Control:
• Run grammar + readability checks (10th grade target).
• Confirm factual alignment with sustainability certifications.
• Confirm all imagery features authentic Better Earth packaging.
• Ensure SEO meta data fields are completed before upload.


4.2 Content Formats & Requirements

Format Purpose Word Count / Length Core Distribution
Blog / Article Educate + SEO 900–1 100 words BeCompostable.com Blog, LinkedIn
White Paper Deep analysis / sales enablement 4–6 pages Download gated content
Email Announce / nurture 100–125 words HubSpot Campaigns
Social Engage audience / advocacy 1–2 sentences LinkedIn, Instagram, TikTok
Video Demonstrate impact / storytelling 1–3 minutes Lumen5, YouTube, social cutdowns
One-Pager / Brochure Sales enablement 1 page front + back Trade shows, PDF downloads

Formatting Rules

  • Always include Better Earth logo, URL, and “Certified Compostable where accepted” disclaimer.

  • Use green (#64A70B) headings and forest (#3B3B3B) body text.

  • Each asset must reference a specific call to action (CTA).


4.3 SEO & Metadata Protocol

  1. Select one primary keyword and two secondary keywords.

  2. Insert primary keyword in title and first 100 words.

  3. Add meta description ≤ 160 characters and include CTA.

  4. Use H2 headings for subtopics; avoid over-nesting.

  5. All images require alt text describing content and sustainability context.

  6. Cross-link to related Better Earth pages to improve crawlability.

  7. Track performance via Google Search Console monthly.


4.4 Email Marketing Standard Procedure

Objective: nurture leads and communicate product updates efficiently.

Workflow

  1. Audience Build – segment HubSpot contacts by persona (food service ops, universities, retailers).

  2. Draft + Design – use approved template; no custom fonts.

  3. QA Checklist (before send):

    • ✅ Subject ≤ 45 chars

    • ✅ Preheader adds context

    • ✅ Links tested + UTMs present

    • ✅ Images optimized < 150 KB

    • ✅ Alt text added

    • ✅ Accessibility checked

  4. Approval Chain – Writer → Marketing Comms Mgr → VP Marketing.

  5. Post-Send Report – 72-hour metrics: open rate, CTR, bounces, unsubscribes.

Benchmarks:
Open Rate ≥ 35 % CTR ≥ 6 % Unsub ≤ 0.5 %.


4.5 Social Media Operations

Goal: build brand authority and community around sustainable packaging.

Posting Cadence: 3–4 posts per week (Mon/Wed/Fri/Sun).
Content Mix: 40 % education + 30 % product + 20 % partnership + 10 % culture.
Scheduling: HubSpot Social or Meta Business Suite.
Response Time: Engage comments within 24 hours.

Hashtag Guidelines
#BeCompostable #FarmersFiber #CompostablePackaging #BetterEarth #CircularEconomy

Escalation: If negative comment references claims or laws, escalate to Marketing Comms Mgr within 4 hrs.


4.6 Asset Management & Archiving

  • File naming: BE_[AssetType]_[Line]_[Market]_[YYYYMMDD]_v#.

  • Store masters in Drive → Marketing → Assets → Finals.

  • Retire and archive assets after 18 months.

  • Maintain an Asset Register spreadsheet listing file location, version, and owner.


5 Campaign & Lead Management

5.1 Integrated Campaign Lifecycle

  1. Briefing: define objective, audience, offer, KPIs.

  2. Budget Alignment: confirm funding with Finance and VP Marketing.

  3. Asset Creation: content developed per Section 4 standards.

  4. Launch Channels: email, social, events, web.

  5. Monitoring: daily for first week then weekly.

  6. Wrap-Up Report: due within 14 days post-campaign.

Primary KPIs

Metric Target Owner
Cost per Lead (CPL) ≤ $2.00 Marketing Ops
Lead Conversion Rate ≥ 20 % VP Sales
ROI on Spend ≥ 3× VP Marketing
Engagement Rate ≥ 5 % social avg Marketing Comms

5.2 UTM & Tracking Standards

All outbound links must contain UTMs for analytics.

Required Fields

  • utm_source (channel)

  • utm_medium (type)

  • utm_campaign (campaign name YYYYMM)

  • utm_content (creative variant)

Example:
https://becompostable.com/?utm_source=linkedin&utm_medium=social&utm_campaign=FarmersFiber2025&utm_content=imageA

Track UTMs in the “Campaign Tracker” Google Sheet. Each row includes launch date, asset, budget, and performance.


5.3 Lead Capture Workflow

Tools: HubSpot forms + CRM automations.

  1. Form Completion: Prospect submits website form.

  2. Contact Record Created: auto-populates industry, location, lead source.

  3. Lead Scoring:

    • MQL ≥ 60 points → Sales assigned within 24 hrs.

    • Below 60 → enter 30-day nurture sequence.

  4. Handoff: Sales rep receives notification + contextual notes.

  5. Follow-Up SLA: first contact within 24 hours via email or call.

  6. Nurture Sequence: 3 emails over 4 weeks with educational content.

  7. Pipeline Status: tracked weekly in CRM dashboard.


5.4 Data Integrity & Compliance

  • Do not import external lists without explicit opt-in proof.

  • Marketing Comms Manager monitors data quality and duplicate records.

  • Delete inactive leads > 12 months old per GDPR / CCPA rules.

  • Quarterly audit with Sales Ops to validate lead ownership.


5.5 Reporting & Attribution

Dashboards: HubSpot + Google Analytics + Mailchimp (if used).
Cadence: Monthly report presented to Executive Team first Monday each month.

Attribution Model

  • First Touch: credit for awareness channel.

  • Last Touch: credit for conversion.

  • Multi-Touch: reference for campaign optimization.

Report Template Includes

  1. Campaign Summary

  2. Spend vs Budget

  3. Top Performing Channels

  4. Lead Quality Analysis

  5. ROI and Recommendations

6 PR & Thought Leadership

6.1 Purpose

Public Relations builds credibility and visibility for Better Earth as a thought leader in compostable packaging and regenerative materials.
Every external communication must reflect our values: authenticity, transparency, collaboration, and measurable impact.


6.2 Media Relations Workflow

Stage Owner Approvers Deliverables Timing
1. Topic Selection VP Marketing + Marketing Comms Mgr CEO Story angle aligned to quarterly priorities 2 days
2. Draft Press Release Marketing Comms Mgr VP Marketing 400–600 word draft + headline options 3 days
3. Fact Check & Claims Review VP Sustainability VP Marketing Verified data + certifications 2 days
4. Approval CEO Final sign-off 1 day
5. Distribution Marketing Comms Mgr Wire service + media list send 1 day
6. Archive & Report Marketing Comms Mgr VP Marketing Drive folder + coverage report 2 days

Response Time Standard: All inbound media inquiries answered within 24 hours.
Spokespeople:

  • Joseph Bild – vision, leadership, business impact

  • Savannah Seydel – sustainability and policy

  • Mark Marinozzi – brand and partnerships


6.3 Press Release Format

  • Headline: ≤ 80 characters; active voice.

  • Subhead: succinct expansion of the story.

  • Lead Paragraph: who / what / when / where / why.

  • Body: proof points, certifications, partner quotes.

  • Boilerplate: standard Better Earth company description.

  • Contact: press@becompostable.com.

Use AP Style for punctuation and titles.


6.4 Editorial Calendar

A shared calendar lists:

  • Quarterly focus themes (e.g., Compost Awareness Week, Earth Month).

  • Targeted trade publications and submission deadlines.

  • Awards + conference opportunities.
    Reviewed in Marketing Team Meeting first week of each quarter.


6.5 Thought Leadership Program

Objective: position Better Earth executives as trusted experts on packaging legislation, circularity, and regenerative sourcing.

Deliverables per Quarter

  • 1 long-form article (“Earth Pulse” series)

  • 1 podcast or panel appearance

  • 1 LinkedIn op-ed

Process:

  1. Topic proposal → approval by VP Marketing.

  2. Research and SME interviews.

  3. Draft article (≈ 1 000 words).

  4. Sustainability review for accuracy.

  5. Design with visual elements if needed.

  6. Publish and promote via email + social.

  7. Measure views, shares, and lead generation.


6.6 Crisis Communications Protocol

Trigger Events: negative press, supplier issues, false claims, or social controversy.

  1. Alert: employee notifies VP Marketing + CEO immediately.

  2. Assemble Team: CEO, VP Marketing, VP Sustainability, Ops Director.

  3. Fact Collection: within 30 min of notification.

  4. Holding Statement: released within 60 min.

  5. Full Response: publish within 24 hours after verification.

  6. Monitor: social and media mentions for 72 hours.

  7. Post-Mortem: 5-day review → process updates logged in Appendix E.


7 Events & Trade Shows

7.1 Purpose

Events and trade shows connect Better Earth with buyers, distributors, and sustainability leaders.
Each event must demonstrate our brand through product education and closed-loop operations.


7.2 Event Lifecycle SOP

Stage Owner Approvers Outputs Time Frame
1. Event Brief Marketing Comms Mgr VP Marketing Justification + budget estimate 2 weeks pre-decision
2. Budget Approval VP Marketing + CEO Finance PO + expenditure plan 1 week
3. Booth Design Senior Designer VP Marketing Layout + graphics 3 weeks
4. Sample Logistics Director of Ops VP Marketing Packing list + shipping labels 2 weeks
5. Pre-Show Outreach Sales Team VP Sales Email + social invites 1 week
6. At-Show Execution Sales + Marketing team VP Marketing Lead capture + social posts During show
7. Post-Show Follow-Up Sales Team VP Sales Email follow-ups + samples 48–72 hrs after
8. ROI Report Marketing Comms Mgr VP Marketing Leads + cost analysis 14 days after

7.3 Booth Design Guidelines

  • Use compostable or recyclable materials only.

  • Integrate Farmer’s Fiber and U.S.-made themes in visuals.

  • Feature interactive education (kiosks, Better Bin demo videos).

  • Include clear QR codes linking to product specs and composter map.

  • Provide compost collection at booth when possible.


7.4 Sample Management

  • Ship bulk pallets to reduce packaging.

  • Track inventory in Event Sample Sheet (Drive → Events).

  • After show: donate unused items to food banks or local composters.

  • Return reusable displays to warehouse within 10 days.


7.5 Lead Capture and Follow-Up

Lead Form Fields
Name | Company | Email | Market Segment | Products of Interest | Notes | Assigned Rep

Process

  1. Leads entered into HubSpot within 24 hours.

  2. Segment by region and priority.

  3. First follow-up email within 72 hours.

  4. Marketing Comms Mgr sends thank-you newsletter within 1 week.

  5. Report lead conversion rates monthly.


7.6 Sustainability Practices at Events

  • Source local vendors and print shops to cut freight emissions.

  • Encourage attendees to use digital QR codes instead of handouts.

  • Power booth electronics with renewable credits when available.

  • Compost on-site waste through event partners where accepted.

Metrics Tracked: waste diversion %, number of compost samples donated, carbon offset purchased.


7.7 RACI – Trade Show Execution

Task R A C I
Booth Design + Graphics Kaitlyn Bernhardt Mark Marinozzi Joseph Bild Sales Team
Logistics & Shipping Jimmy Chang Mark Marinozzi Warehouse Lead CEO
Lead Collection + Follow-Up Sales Team Mark Stephany Marketing Comms VP Marketing

7.8 Evaluation & Reporting

Within 14 days post-event, deliver a two-page report summarizing:

  1. Event objective and attendance metrics.

  2. Number of qualified leads captured.

  3. Top customer insights and competitive notes.

  4. Total spend vs budget.

  5. ROI and recommendations for future participation.

Archive all reports in Drive → Marketing → Events → Post-Show Reports.


8 Partnerships & Influencer Programs

8.1 Partnership Strategy

Better Earth partners with organizations that extend the impact of compostable packaging and regenerative agriculture.
Partnerships must serve at least one of these goals:

  • Accelerate adoption of certified compostable packaging.

  • Educate consumers and operators on proper disposal.

  • Advance regenerative agriculture and circular-economy initiatives.

  • Strengthen community engagement and policy influence.

Partner Types

Category Examples Primary Owner
Industry Alliances Green Sports Alliance, USCC VP Sustainability
Retail / Food Service Firehouse Subs, UMASS, HEB VP Sales
Community / Advocacy Tam Velo Club events, compost non-profits VP Marketing
Technology Partners Mapme (Compost Map), BetterBin App VP Marketing + Ops

Approval Process

  1. Partnership brief submitted to VP Marketing.

  2. Alignment review by VP Sustainability and CEO.

  3. MOU or SOW drafted and approved by Finance.

  4. Marketing Comms Manager creates launch plan (press + social).

  5. Quarterly check-in to measure ROI and brand alignment.


8.2 Influencer Program SOP

Objective: Leverage credible sustainability voices to educate audiences and build trust.

Selection Criteria

  • Authentic focus on sustainability / food waste / circular economy.

  • Engagement rate ≥ 4 %.

  • No controversial or green-washing content history.

Workflow

  1. Identify creator and vet content history.

  2. Prepare Influencer Brief (defines deliverables, talking points, usage rights).

  3. Negotiate contract with NDA and payment terms (net 15–30).

  4. Provide assets and brand guidelines (PDF kit + approved claims language).

  5. Review draft content for voice and compliance.

  6. Publish and monitor performance (UTMs + hashtags).

  7. Archive assets and metrics for audit.

Mandatory Disclosures
All posts must include #BetterEarthPartner and #Ad and tag @becompostable.

KPIs: engagement ≥ 4 %, CTR ≥ 2 %, qualified traffic > 500 visits per campaign.

RACI – Influencer Campaign

Task R A C I
Select Creator Olivia Burnett Mark Marinozzi Savannah Seydel CEO
Contract & Payment HR / Finance (April Hodge) Mark Marinozzi Legal Advisor Accounting
Performance Report Olivia Burnett Mark Marinozzi VP Sales Exec Team

9 Sustainability & Compliance Review

9.1 Environmental Claims Review Board

Members: Savannah Seydel (Chair), Mark Marinozzi, Joseph Bild, Jimmy Chang.
Purpose: verify accuracy of environmental statements and ensure alignment with FTC Green Guides and state EPR laws.

Process

  1. Submit claim with substantiating documents to Sustainability team.

  2. Review testing reports (BPI, PFAS, ASTM).

  3. Verify language against approved templates.

  4. Legal review if needed.

  5. Sign-off recorded in Claims Register.

  6. Archive evidence in Drive → Compliance → Claims Archive.

Service Level: 3 business days.


9.2 Testing & Verification

  • Maintain BPI certificates for each SKU.

  • PFAS testing renewed every 12 months or supplier change.

  • ASTM D6400 / D6868 test reports available on request.

  • Store PDFs in Drive → Compliance → Testing Documents.

Owner: VP Sustainability.
Backup: Marketing Comms Manager for reference during content creation.


9.3 Approved / Prohibited Language

Category Approved Prohibited
End of Life “Commercially compostable where accepted.” “Biodegradable”, “Home compostable” (unless verified)
PFAS “Made without added PFAS chemicals.” “PFAS free” (without lab proof)
Source “Made from renewable plant fiber.” “Plastic-free” (if contains bio-resin)
Carbon “Our partners’ grasses sequester ~1 ton CO₂ per acre per year.” Any numerical claim without citation

9.4 Crisis Compliance Response

If a supplier or media incident threatens credibility:

  1. Activate Crisis Team (CEO + VP Marketing + VP Sustainability + Ops Dir).

  2. Suspend promotion of impacted product.

  3. Investigate root cause and issue statement within 24 hours.

  4. Record timeline and resolution in Claims Register.

  5. Resume marketing after written approval by CEO.


10 Budgeting, Vendors & Data Governance

10.1 Budget Management

Owner: VP Marketing.
Cycle: Annual budget approved by CEO and Finance Q4; monthly variance review first Monday each month.

Categories: Campaigns | Events | Creative | Software | Testing | Sponsorships.
Variance Rule: > 10 % deviation requires CEO approval.
Tracking: Budget Tracker Spreadsheet + QuickBooks summary.


10.2 Vendor Onboarding & Payment

  1. Submit vendor brief and quote → VP Marketing approval.

  2. Collect W-9 and NDA.

  3. Add vendor to Accounting System (via HR/Finance).

  4. Issue PO and track invoice payment (net 30).

  5. Evaluate vendor performance semi-annually (price, quality, timeliness).


10.3 Freelancer Management

  • Required docs: W-9 and NDA.

  • Temporary drive access only; no CRM access without approval.

  • Offboard within 24 hours after contract end.

  • Archive deliverables in Drive → Marketing → Freelancer Projects.


10.4 Data Governance & Privacy

Principles: Consent, Minimization, Security, Retention.

Area Requirement Owner
Consent All forms include explicit opt-in checkbox. Marketing Comms Mgr
Unsubscribe Every email includes link and preference center. Marketing Comms Mgr
Data Exports Only authorized admins may export CRM data. VP Marketing
Retention Delete inactive contacts > 12 months. Marketing Ops
Security Two-factor authentication on HubSpot and Drive. IT Support

Quarterly audit performed with Sales Ops to verify accuracy and compliance.


Appendices

Appendix A – Marketing Brief Template

Field Description
Objective Goal (e.g., lead gen, brand awareness).
Audience Primary + secondary segments.
Message Core idea and desired takeaway.
Proof Points Data, certifications, case studies.
Deliverables Blog, email, video, brochure, etc.
KPIs CPL, CTR, sales leads.
Timeline Key milestones + launch date.
Approvals Sign-offs & dates.

Appendix B – Compliance Checklist

✅ BPI certificate on file
✅ PFAS report < 12 months
✅ ASTM D6400 / D6868 verified
✅ No unapproved terms (“biodegradable”, “eco-friendly”)
✅ Compostability disclaimer present
✅ VP Sustainability approval logged


Appendix C – UTM Conventions & File Naming

UTM Template:
?utm_source=[channel]&utm_medium=[type]&utm_campaign=[name]&utm_content=[variant]

File Naming Format:
BE_[AssetType]_[ProductLine]_[Market]_[YYYYMMDD]_v#

Examples:

  • BE_Brochure_FarmersFiber_USA_20251101_v1

  • BE_Email_TradeShowFollowUp_CU_20250415_v2


Appendix D – Email QA Checklist

  • Subject ≤ 45 chars

  • Preheader adds context

  • All links tested & UTM-tagged

  • Images < 150 KB

  • Alt text present

  • Plain-text version included

  • Accessibility contrast passed


Appendix E – Version Control / Change Log

Version Date Description of Change Author Approver
1.0 Nov 2025 Initial release – Expanded manual

Contact Us

Let us know how our Better Earth team can further help you.
We look forward to hearing from you!

Our Locations

Atlanta

715 Park North Boulevard, #100
Clarkston, GA 30021
(844) 243-6333

Chicago

7447 S. Central Ave., Suite A
Chicago, IL 60638
(844) 243-6333

    This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.