Press & recognition
EcoPetBox spotlighted by Impact Shakers as a European pet care innovator
Impact Shakers — the European community tracking founders building for a fairer, cleaner economy — has featured EcoPetBox in its "Impact Startups to Watch" spotlight on pet care innovation. The list frames Europe's 340M+ dogs and cats as a category being rethought from the ground up, and highlights five startups reimagining what good pet care looks like. EcoPetBox is the plastic-free litter tray on that list.
"EcoPetBox is producing eco-friendly disposable cat litter trays made from 100% recycled biodegradable paper — giving Estonia's recycled paper waste a second life as plastic- and chemical-free pet products." — Impact Shakers
What Impact Shakers said
Impact Shakers picked five European startups it sees as reshaping pet care — Marleybones (pantry-fresh, vet-formulated dog meals), Petgood (black soldier fly protein for hypoallergenic pet food), Longevity Pet Solutions (personalised supplements plus vet consultations), LampoVet (Italy's first veterinary telemedicine portal with microbiome analysis), and EcoPetBox.
For EcoPetBox, the description was simple and accurate: eco-friendly disposable cat litter trays made from 100% recycled biodegradable paper, giving Estonia's recycled paper waste a second life as plastic- and chemical-free pet products.
Why this recognition matters
Being featured alongside pioneers in fresh nutrition, insect protein, longevity medicine and vet telemedicine is a strong signal that plastic-free litter belongs in the same conversation as food, health and clinical care. Pet hygiene has historically been treated as a hardware problem solved by a plastic tub — this spotlight recognises it as a material and lifecycle problem worth designing out.
It also validates something we hear from vets, shelters, retailers and multi-cat households every week: a tray that is the box, that goes to compost or general waste when it's done, and that never sheds microplastics is a category shift, not just a nicer product.
What EcoPetBox is doing
Our disposable trays are moulded from 100% recycled paper — sourced primarily from Estonian paper waste streams. There is no plastic liner, no PFAS coating (Intertek tested) and no chemical binders. In independent life-cycle analysis the carbon footprint of a single tray is 0.0525 kgCO₂e; at end of life it biodegrades in 3–6 months in home compost or general waste.
The product line has grown beyond the tray: plastic-free bowls, a paper scoop, and pine-wood or recycled-paper litter refills, sold direct in Europe and through wholesale and private-label partners across pet chains, vet clinics and shelters.
The wider shift in European pet care
The five startups Impact Shakers picked share a pattern. Each one takes an assumption pet owners never questioned — kibble in a bag, fishmeal protein, one-size supplements, in-clinic-only care, a plastic tray forever — and rebuilds it around health, sustainability and access. Europe has the cats and dogs, the sustainability sentiment, and a pet-chain retail landscape that is still open to new categories.
For EcoPetBox specifically, the momentum is now on the retail and wholesale side: our 2026 category analysis shows Europe as a first-mover market with no dominant disposable-tray brand, and this kind of editorial spotlight helps close the awareness gap.
Where EcoPetBox fits alongside the other featured startups
- Marleybones — pantry-fresh, vet-formulated dog meals with a lower freezer footprint
- Petgood — insect-protein pet food, backed by university research
- Longevity Pet Solutions — personalised supplements plus 1:1 vet consultations
- LampoVet — Italian veterinary telemedicine with microbiome-informed care
- EcoPetBox — plastic-free, biodegradable disposable cat litter trays from recycled paper
Frequently asked questions
Who are Impact Shakers?
Impact Shakers is a European community and platform for impact-driven founders, investors and ecosystem builders. Their "Impact Startups to Watch" series highlights startups reshaping specific industries — this edition focused on pet care innovation across Europe.
Read the full articleWhat did they say about EcoPetBox?
That EcoPetBox produces eco-friendly disposable cat litter trays made from 100% recycled biodegradable paper, giving Estonia's recycled paper waste a second life as plastic- and chemical-free pet products.
Which other startups were featured?
Marleybones, Petgood, Longevity Pet Solutions, LampoVet and EcoPetBox — spanning fresh dog nutrition, insect-protein food, longevity supplements, veterinary telemedicine and plastic-free litter.
Where can I read more about the science and footprint behind EcoPetBox?
Our 2026 Life Cycle Assessment article breaks down the carbon numbers per tray, and our category analysis compares the European disposable tray market with the more mature US category.
Read the full articleBring plastic-free litter to your customers or clinic
We work with retailers, distributors, vet clinics and shelters across Europe. Get in touch for wholesale pricing, private label or a sample pack.