Saying she has been a fan of Grove Collaborative since she first discovered the company’s starter kit, actress and entrepreneur Drew Barrymore has both invested in the company and become its first-ever Global Brand and Sustainability Advocate.
The certified B Corp retailer, which has a goal of being 100% plastic-free by 2025, will deploy Barrymore for its first multi-channel brand campaign, “Wish-cycling,” which seeks to debunk the myth that plastic recycling can provide a solution to the environmental crisis plastic represents. In reality, only 9% of the plastic consumed ever gets recycled. The campaign will run across multiple media channels including TV, social, radio and Out of Home.
“I’ve spent years looking for easy, real solutions for a more earth-friendly lifestyle at home for my family and the world around me,” said Barrymore in a statement. “I’m thrilled to join the Grove team so that we can make it easier for everyone to make the important switch to more sustainable products and fight the plastic crisis our world is facing.”
Barrymore also will work with Grove’s product development team on its flagship home care brand Grove Co. and join the retailer’s advocacy work.
“Drew is such a positive and authentic person, and she is an incredible example of someone who strives to affect change by inspiring and educating others,” said Stu Landesberg, CEO and Co-founder of Grove Collaborative in a statement. “We are thrilled to welcome Drew to the team to work together towards a common goal of creating a more sustainable plastic-free future.”
Grove Collaborative also has named Sergio Cervantes as its new CFO. He brings significant financial executive experience to the job, including 18 years with Unilever and four years at Gillette. Over the past six years, Cervantes has been CFO of Murad, a high-end skincare brand acquired by Unilever in 2015. He led the post-acquisition integration and implemented operational and financial efficiencies that drove both sales growth and profit improvement, and in June 2021 Cervantes took on the additional role of Acting CEO at Murad.
Cervantes has assumed the CFO role from interim Co-CFOs Phil Moon and Janae De Crescenzo, who will continue with Grove in their positions as VP of Finance and Chief Accounting Officer respectively.