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It all started when a friend returning from Europe gave Marie-Pierre Bérubé a reusable towel as a gift. It was beige and unremarkable. But the first time she used it, Marie-Pierre quickly saw its potential. After a few weeks of cleaning up the smallest mess, she was ready to leave conventional paper towels behind.

“People buy and throw out hundreds of rolls of paper towel each year. That’s inconceivable!”

How does one go about shifting a habit so deeply-rooted in North American society? Marie-Pierre had an idea: by offering a better, eco-friendly option and adding eye-catching designs that will be a stylish addition to any home.

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