Growing green

Sustainable plastics manufacturing company expands in Houston and beyond

Houston-based sustainable plastics manufacturer Inhance Technologies has announced recent growth as business continues to boom. Photo via Getty Images

An under-the-radar company in Houston has ramped up its manufacturing capacity as it seeks to seize upon rising interest in sustainable plastics.

Houston-based Inhance Technologies, a sustainable manufacturer that transforms conventional plastics into high-performance materials, has a new site in St. Louis that comprises 75,000 square feet — more than double the size of the company's old facility there. As a result of the expansion, Inhance Technologies' headcount in St. Louis will rise to about 40. The size of the company's entire workforce wasn't available.

"The expansion in St. Louis is a great moment for the company and a sign of the organization's ambition in sustainable solutions for plastics," Patricia van Ee, chief commercial officer at Inhance Technologies, says in a release. "We know consumers are favoring more recyclable plastics, especially in packaging … ."

In January, the company promoted van Ee to her current role. She joined Inhance Technologies in 2019 as senior vice president of sales and marketing.

Patricia van Ee was recently named chief commercial officer at Inhance Technologies. Photo via inhancetechnologies.com

The announcement of van Ee's elevation to chief commercial officer came on the heels of Inhance Technologies occupying its new global headquarters at 22008 N. Berwick Dr. in northwest Houston. The company was founded in 1983, and about 75 people work at the Houston headquarters, which includes a science and technology center. That location is adjacent to one of its Texas manufacturing plants.

Among other products, the new plant in St. Louis makes Enkase, which transforms conventional plastics into fully recyclable packaging, and DuraBloc, which prevents fuel from seeping through plastic tanks on gas-powered equipment like motorcycles and personal watercraft. Customers include original equipment manufacturers, molders, and retailers in sectors such as consumer packaged goods, health care, and transportation.

"With a large expansion of warehouse space, a doubling of our manufacturing capacity, and new rapid-response lead times, our expanded St. Louis operation is equipped to meet new levels of demand as product brands, retailers, and consumers make a conscious choice to [purchase] more sustainable plastics," Michael Koma, chief operating officer at Inhance Technologies, says in a release.

ResearchAndMarkets.com predicts the global market for sustainable plastic packaging will jump from $89 billion in 2020 to $117.3 billion by 2025.

"The sustainable plastic packaging industry has been growing as a result of stringent laws and regulations levied by governments and governing bodies, as well as a shift in consumer preference toward recyclable and eco-friendly packaging materials," the research firm says.

Inhance Technologies' global presence should put it in a good position to capitalize on that market. The Houston and St. Louis sites are among more than 20 Inhance Technologies locations around the world, including offices in Australia, Brazil, Germany, and Mexico.

Los Angeles-based private equity firm Aurora Capital Partners bought Inhance Technologies from New York City-based private equity firm Arsenal Capital Partners in 2018 for an undisclosed amount. Arsenal bought Inhance Technologies from founders Monty Ballard and Bill Brown in 2012.

"Inhance fits seamlessly into our strategy of partnering with a market leader to support their vision and accelerate both organic and acquisition-driven growth," Michael Marino, a partner at Aurora Capital Partners, said in 2018.

A year after its acquisition by Aurora, Inhance Technologies bought Germany's Fluor Technik System for an undisclosed amount.

"Over the course of its history, Inhance has continually sought to expand both its breadth of technical capabilities and its geographical reach," said Andy Thompson, the company's president and CEO.

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Building Houston

 
 

Cheers Health has expanded its product line as it evolves as a wellness-focused brand. Photo courtesy of Cheers

Houston-based startup Cheers first got a wave of brand devotees after it was passed over by investors on Shark Tank in 2018. In the years since, Cheers secured an impressive investment, launched new products, and became a staple hangover cure for customers. When the COVID-19 pandemic disrupted businesses, the company rose to the occasion and experienced its first profitable year as drinking and wellness habits changed across America.

Cheers initially started its company under the name Thrive+ with a hangover-friendly pill that promised to minimize the not-so-fun side effects that come after a night out. The capsules support the liver by replacing lost vitamins, reduce GABAa rebound and lower the alcohol-induced acetaldehyde toxicity levels in the body. The company's legacy product complemented social calendars and nights on the town, providing next day relief.

With COVID-19 lockdowns and social distancing measures, the days of pub crawls and social events were numbered. Cheers founder Brooks Powell saw the massive behavior change in people consuming alcohol, and leaned into his vision of becoming more than just a hangover cure but an "alcohol-related health company," he says.

When the pandemic first hit, Powell and his team noticed an immediate dip in sales — a relatable story for businesses in the grips of COVID-19.

"There is a three day period where we went from having the best month in company history to the worst month in company history, over a 72 hour stretch," he remarks.

He soon called an emergency board meeting and rattled off worst-case "doomsday" scenarios, he says.

"Thankfully, we never had to do any of these strategies because, ultimately, the team was able to rally around the new positioning for the brand which was far more focused on alcohol-related health," he says.

"We found that a lot less people were getting hangovers during 2020, because generally when you binge drink, you tend to binge drink with other people," he explains.

He noticed that health became an important focus for people, some who began to drink less due to the lack of social gatherings. On the contrary, some consumers began to drink more to fill the idle time.

According to a JAMA Network report, there was a 54 percent increase in national sales of alcohol for the week stay-at-home orders began last March, as compared to the year prior.

"All of a sudden, you have all of these people who probably aren't binge drinking but they're just frequently consuming alcohol. Their drinks per week are shooting up, and they're worried about liver health," explains Powell.

Outside of day-after support, Cheers leaned into its long-term health products to help drinkers consume alcohol in a healthier way. Cheers Restore, a dissolvable powder consumers can mix into their water, rehydrates the body by optimizing sodium and glucose molecules.

For continued support, Cheers Protect is a daily supplement designed to increase glutathione — an antioxidant that plays a key role in liver detoxification — and support overall liver health. Cheers Protect, which was launched in 2019, became a focus for the company as they pivoted its brand strategy and marketing to accommodate consumer behavior.

"The Cheers brand is just trying to reflect the mission statement, which is bringing people together through promoting fun, responsible and health-conscious alcohol consumption," says Powell. "It fits with our vision statement, which is a world where everyone can enjoy alcohol throughout a long, healthy and happy lifetime,."

At the close of 2020, Cheers had generated $10.4 million in revenue and over $1.7m in profit — its first profitable year since launch.

During the brand's mission to stay afloat during the pandemic, the Cheers team was also laying the groundwork for its entry into the retail space. When Powell launched the company during his junior year at Princeton University, bringing Cheers to brick-and-mortar stores had always been a goal. He envisioned liquor and grocery stores where Cheers was sold next to alcohol as a complementary item. "It's like getting sunscreen before going to the beach, they kind of go hand in hand," he says.

"When we spoke with retailers, specifically bars and liquor stores, what we learned is that a lot of these places were hesitant to put pills near alcohol," he says. Wanting an attractive and accessible mode of alcohol-support, the Cheers team created the Cheers Restore beverage.

Utilizing the technology Cheers developed with Princeton University researchers, the Cheers Restore beverage incorporates the benefits of the pill in a liquid, sugar-free form. The company states that its in-vivo study found that the drink is up to 19 times more bioavailable than pure dihydromyricetin (DHM), a Japanese raisin tree extract found in Cheers products and other hangover-related cures.

"What we figured out is that if you combine DHM — our main ingredient — with something called capric acid, which is an extract from coconut oil, the bioavailability shoots way up," says Powell. He notes the unique taste profile and the "creaminess" capric acid provides. "Now you have this lightly carbonated, zero-sugar, lemon sherbert, essentially liver support, hangover beverage that tastes great in 12 ounces and can mix with alcohol," he explains.

The Cheers Restore beverage is already hitting the Houston-area, where its found a home on menus at Present Company. The company has also run promotions with Houston hangouts like Memorial Trail Ice House, Drift, and The Powder Keg.

Currently, the beverage is only available in retail capacity and cannot be ordered on the Cheers website. As Powell focuses on expanding Cheers Restore beverage presence in the region, he welcomes the idea of expanding nationally in the future to come. While eager customers await the drink's national availability, they can actively invest in Cheers through the company's recently-launched online public offering.

Though repivoting a company and launching a new product is exciting, the process did not come without its caveats and stressors. While Cheers profited as a business in 2020, the staff and its founder weren't immune to the struggles of COVID-19.

"I think 2020 was the first year that it really became real for me that Cheers is far more than just some sort of alcohol-related health brand and its products," says Powell. "Cheers is really its employees and everything that goes into being a successful, durable company that people essentially bet their careers on and their family's well-being on and so forth," he continues.

"It really does weigh on you in a different way that it's never weighed on you before," says Powell, describing the stress of the pandemic. The experience was "enlightening," he says, and he wants others to know it's not embarrassing to need help.

"There is no lack of great leaders out there that at long periods of their life they needed help in some way," he says. "For me that was 2020 and being in the grinder and feeling the stress of the unknown and all of that, but it could happen to anyone," he continues.

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