The Good Roll Foundation

The Good Roll Foundation aims to make sustainable sanitary facilities available to everyone. Furthermore, everything that is directly or indirectly related to the above or that may be conducive thereto, all in the broadest sense of the word.

In short: Our Foundation is there to ensure that the money that we raise from the sales of our toilet rolls is spent as efficiently as possible on building sanitation units, without making a profit.

Cheers to that!

Every year, The Good Roll donates 50% of its net profit to building toilets in developing countries. This is the (net) profit that remains after the costs incurred, such as personnel and rent from our office, have been deducted. Because we believe in our entrepreneurship and our mission, we want to keep a maximum amount that we reserve for the donation to The Good Roll Foundation and Simavi for the construction of toilets. That is why we have fixed our overhead costs to a maximum of 30%. If the costs exceed 30%, the extra costs will be deducted from our profit share and will not be borne by our Foundation. In this way we remain fully focused on our mission- to build toilets and to improve human lives in those countries where they do not have this necessary basic provision… We give a shit!

On April 1 of each financial year, we publish our financial annual figures and these are confirmed by an accountant. The donation goes to our Foundation, which distributes it among our projects with various organisations, such as Simavi. Our impact meter shows how many toilets we have already built and are in the process of building. This makes our impact meter partially fictional, but always gives a good picture of our mission, the current projects and what the state of the counter will be if we prepare our annual figures.

For more info, take a look at our foundation website


The Good Roll originated from a joint frustration.

Every day some 270,000 trees are felled to produce toilet paper, yet still an incredible 2.3 billion people do not have access to safe, clean toilets. That’s about 32% of the world’s total population! Alarming figures if you ask us.

So alarming, in fact, that they inspired us to develop The Good Roll. A unique concept in toilet paper that tackles both problems at once. A concept that uses 50% of net profits to support the building and improvement of sanitary facilities in developing countries through The Good Roll Foundation and our partners… All while using 100% tree-friendly recycled paper!

Take a look at one of our projects: St John's school in Uganda, which we were to support with new toilets.

Happy Wiping!

The Sustainable Development Goals (SDGs) & The Good Roll

Clean drinking water and good and clean sanitation have a positive influence on other Sustainable Development Goals, such as food safety, education and health. Clean toilets in schools ensure that more girls continue going to school, even when they have their period, that children are generally less susceptible to diseases, both of which result in a more educated youth which is better able to contribute to the economy.

Unfortunately, millions of people die every year from diseases caused by poor sanitation and this has a direct impact on the local economy. Currently, 1.8 billion people still get their drinking water from polluted sources and an additional 2.4 billion people still have no access to clean toilets and other sanitary facilities.

According to Goal 6, by 2030 everyone should have access to clean drinking water and proper sanitary facilities.

A lot of waste products are still thrown away in bodies of water. To improve the quality of water across the globe, this form of pollution must stop and waste water must be purified. All countries must also have a properly functioning water management system by 2030.