Procter & Gamble Picks Petal for its Home Cleanovation Challenge

Live Petal Clean
2 min readSep 10, 2023


Petal has been selected by P&G to pitch to its executives on September 12 as part of its Home Cleanovation Challenge being administered by MassChallenge

Procter & Gamble (P&G), one of the largest consumer goods companies in the world, is on the hunt for constructive disruptive home products and technologies that make people’s lives better and easier. And Petal is a serious contender!

We are delighted to share that Petal has been selected by P&G as a finalist in the consumer goods giant’s Home Cleanovation Challenge, a global competition, administered in concert with MassChallenge, showcasing disruptive innovation and new products in the fabric and home care industries.

Petal co-founders Christie Zwahlen and David M. M. Taffet will represent the company at the Challenge on Tuesday, September 12th, when they have the unique opportunity to pitch its re-imagining of the in-home waste storage process to a panel of P&G executives.

“At pivotal points in people’s lives, Petal is there,” said Zwahlen, the company’s co-founder and Executive VP of Social Impact. “From the birth of a child to the everyday challenge of maintaining a clean, healthy home environment, Petal solves the problem of rot, stink, and germs without asking people to change their habits.”

With a $170+ billion market size, fabric and homecare are two of the fastest and consistently growing industries in the consumer goods marketplace. The Home Cleanovation Challenge is a way for P&G to connect, partner, and potentially invest in early-stage consumer goods businesses for the purpose of scaling new solutions to persistent problems. Pitches will be followed by a Q&A session to further explore the company’s potential as the “next billion-dollar brand.”

Petal will be playing to win the opportunity for an ongoing partnership with P&G, including but not limited to, piloting opportunities, and support for business growth.

About Petal
Established in 2020, Petal is a majority women-owned Fort Worth, Texas-based consumer goods company on a mission to ensure hygienic, odorless disposal for all. Its namesake product is the world’s first zero-odor, germ-freezing waste bin. Petal is a sleek, scarily-efficient, appliance that freezes organic waste solid to 0°F in less than 35 minutes while using less than a $1 a month in electricity. With its patented freezing technology, Petal is reimagining the future of waste disposal. As a purpose-driven enterprise, Petal believes that everyone deserves to live in clean, healthy environments.