CNBC writes that US toilet paper, made from wood pulp, is sourced from Canadian forests, which ends up wiping thousands of hectares every year. At the same time, some of the most popular brands only score F with regards to sustainability as far as experts at the National Resources Defense Council are concerned, as their products are made almost entirely from forest product.

In a mission to change the industry, Reel Paper makes use of bamboo, instead of trees, to reduce the environmental impact on the ecosystems. Being the fastest-growing plant on Earth, at over one meter per day, bamboo truly has the power to help us produce toilet paper with a minimal impact on the environment.

Reel Paper CEO David VanHimbergen said that "when you cut it down, it regenerates from the same root structure, and you can harvest that every three years, so we’ve found it’s the best sustainable resource to create high-quality paper good items."

"It’s a small change that, as people can transition to something more sustainable, can have a meaningful impact because of the frequency of usage", he added.

Following increasing consumer demand for these sustainable alternatives, investors are looking at startups such as Reel Paper, as a cleaner and less polluting alternative for the industry.

Bluestein, Squared Circles, Montage Ventures and Great Oaks Venture Capital are some of the investors that so far backed the California-based company.

The company's CEO said that currently, Reel Paper ships bamboo from China, resulting in a high carbon footprint that the company offsets through carbon credits. However, recent bamboo farms development in Central America might help cut that footprint down.