Connect with us

Hi, what are you looking for?


Startup with first plantable bamboo toothbrush wins this year’s Shell LiveWIRE grand prize

(L-R): Serge Bernal, Pilipinas Shell Petroleum Corp. vice-president for Corporate Relations; Rey Abilo, chief financial officer of Pilipinas Shell; Sebastian Quinones, executive director of Pilipinas Shell Foundation, Inc.; DICT Director Emmy Lou Delfin; Mark Sultan Gervasa, founder and CEO of 2022 Shell LiveWIRE Top Tech Startup awardee Bambuhay; Ma. Divina de Leon, Shell Regional performance manager; Juancho Jimenez, senior associate at Openspace Ventures; Carlo Delantar, co-founder and partner of Core Capital; and host RJ Ledesma

Pilipinas Shell Petroleum Corp.’s year-long Shell LiveWIRE program, which mentors tech startups and community enterprises in growing their businesses, recently awarded the 2022 grand winner to a local enterprise that invented the “first bamboo plantable toothbrush”. Shell LiveWIRE also recognized the accomplishments of the two other contenders, six community enterprises, and two more small and medium enterprises (SMEs), all anchoring their pioneering products on sustainability, environmental preservation, and livelihood development.

Bambuhay, which addresses plastic pollution, deforestation, and climate change, met the top marks in the program’s criteria: viability, feasibility, environmental sustainability, local content, and integration compatibility with Pilipinas Shell’s supply chain.

Bambuhay Founder Mark Sultan Gervasa started his company with a mere capital of P10,000 and recouped his investment on a massive scale with its current sales revenue of P26 million. The startup has also uplifted 68 families out of poverty while eliminating more than 1,100 tons of plastics, as of year to date. Merging the reduction of plastic pollution with bamboo technology began with one stark recognition.

“About 16 billion pieces of plastic toothbrushes are thrown away annually around the world,” Mr. Gervasa said.

Bamboo was a natural choice to replace plastic because “it captures more carbon dioxide than any other plant. It is renewable; you plant only once and harvest for life. It is affordable, and produced naturally and ethically in the Philippines.”

Shell LiveWIRE awarded Bambuhay P500,000 to scale its operations.

The other awardees were Pieza, an automotive digital marketplace that encourages sustainable transportation; and Suds, a cleaning product company that offers fill-and-reuse cleaning pods that help customers avoid the use of plastics.

Suds has also addressed the plastic problem by saving more than 800,000 plastic bottles and sachets from reaching the country’s landfills and oceans. Its concentrated cleaning pods replace the usual bulky cleaning materials that generate a lot of carbon emission during its manufacture and transport.

Suds’ pods have their 60%-H20 composition dissolve after use and upon mixture with water, removing the need to throw them away as garbage. Suds Co-Founder Jenan Magboo-Yuzon said that the polyvinyl alcohol in the cleaning material “is biodegradable, non-toxic, and has been used in cosmetics and medicine.”

Pieza, the web and mobile app that connects automotive retail shops and motorists, aims to keep the planet cleaner by encouraging car owners to purchase spare parts instead of buying new vehicles.

Currently, Pieza has 50,000 automotive retail owners in its digital network and three fulfillment centers in Navotas, Antipolo, and Ortigas for its logistics services.

It aligns with Pilipinas Shell’s diversity and inclusion values through “a genderless platform where we can serve not just the Baldos but also the Marias,” said Pieza Chief Executive Officer Jonecca San Pascual. “We also promote a decent work capacity for them to earn better.”

Shell LiveWIRE also awarded P100,000 each to six community enterprises: Republic Junk, a “trash-vocacy” encouraging circularity by discarding trash for cash; Moto-in-Can, creator of Pinoy miniature art from recycled tin cans; Better Pililla Women’s Handicrafts Cooperative, a women’s cooperative turning waterlilies into handicrafts; Bambusa de Oro, sustainable production purveyors who repurpose bamboo into home products; Golden Parauma Agriculture Cooperative (GPAC), a farming cooperative creating organic agricultural products; and Siembre Agrarian Reform Beneficiaries Organization (SABRO), a group of farmers who produce, distribute, and sell banana chips beyond the scope of their community.

For the first time, Shell LiveWIRE chose the Tech Startup Sponsor’s A-List and extended the acceleration program to two rising stars: Carbonamics, producers of fuel-grade ethanol from carbon dioxide; and Blitzkrieg, pioneering in the early detection of diseases in livestock with their breakthrough animal test kits.

Carbonamics won the Benita and Catalino Yap Foundation (BCYF) Innovation Award, which Shell LiveWIRE supports in its long-standing commitment to empowering Filipino small and medium enterprises. The BCYF recognizes excellence in visionary innovation in business and enables participating businesses to expand their markets, upgrade their systems, and bring about positive transformation in their communities.

Serge Bernal, Pilipinas Shell’s vice-president for Corporate Relations, praised the winners and the participants for exercising the “creativity, courage, commitment, and character” required to start and support a business. He emphasized the energy company’s continuous support for “innovation that responds to the need of the local communities and generates employment for more Filipinos. We want to get more innovations off the ground to keep the Philippines moving forward.”

Since its launch in the country three years ago, Shell LiveWIRE has helped more than 3,600 innovators and business owners, equipped more than 30 tech startups and community enterprises, and created more than 400 local jobs. About 12 Shell LiveWIRE participating companies have also entered Pilipinas Shell’s supply chain as contractors, vendors, and suppliers.

Entrepreneurs who are interested to join Shell LiveWIRE 2023 can register through

Your information is secure and your privacy is protected. By opting in you agree to receive emails from us. Remember that you can opt-out any time, we hate spam too!



The Independent Electricity Market Operator of the Philippines (IEMOP) is holding a big conference, the Philippine Electric Power Industry Forum (PEPIF) 2023, with the...


TIM MOSSHOLDER-UNSPLASH TECHNOLOGY is moving at lightning speed. In my lifetime alone, the world as we know it has orbited into a completely different...


A man wearing a protective mask is reflected on an electronic board displaying various companies’ stock prices outside a brokerage in Tokyo, Japan, Feb....


KREMLIN.RU/EVENTS/PRESIDENT/NEWS/60363/PHOTOS-COMMONS.WIKIMEDIA.ORG SEOUL — North Korean leader Kim Jong Un has overseen drills simulating a nuclear counterattack against the US and South Korea in a...


RAGHAVENDRA V KONKATHI-UNSPLASH LONDON — Some of the world’s leading makers of flu vaccines say they could make hundreds of millions of bird flu...


BW FILE PHOTO Productivity and customer experience management tools are the most sought-after tools among companies in the Philippines, with businesses of all sizes...

You May Also Like


COVID-19 has had a significant impact on the mental health of Filipinos across different groups all over the archipelago. From frontline workers, parents balancing...


REUTERS By Luz Wendy T. Noble, Reporter The country’s foreign exchange buffers slightly increased as of end-October as the value of the central bank’s...


BW FILE PHOTO GROSS BORROWINGS by the National Government reached P2.6 trillion as of end-September as it continued to raise funds to respond to...


KARASOLAR.COM TENA, Ecuador — Ecuador’s rainforest Achuar people say their ancestors long dreamed of a “fire canoe” or “electric fish” that would let them...

Disclaimer: Respect, its managers, its employees, and assigns (collectively "The Company") do not make any guarantee or warranty about what is advertised above. Information provided by this website is for research purposes only and should not be considered as personalized financial advice. The Company is not affiliated with, nor does it receive compensation from, any specific security. The Company is not registered or licensed by any governing body in any jurisdiction to give investing advice or provide investment recommendation. Any investments recommended here should be taken into consideration only after consulting with your investment advisor and after reviewing the prospectus or financial statements of the company.

Copyright © 2022 Respect Investment. All Rights Reserved.