What is the name of your organization?
Celal-Mex
What is the name of your solution?
Celal-Mex
Provide a one-line summary or tagline for your solution.
Next-gen diaper fillers from pineapple-derived materials
In what city, town, or region is your solution team headquartered?
Heroica Puebla de Zaragoza, Pue., México
In what country is your solution team headquartered?
MEX
What type of organization is your solution team?
For-profit, including B-Corp or similar models
Film your elevator pitch.
What specific problem are you solving?
Celal-Mex tackles two interconnected crises :
1. Pineapple Waste Pollution
Veracruz, Mexico’s leading pineapple-producing state, generates over 500,000 tons of waste each year, the majority of which is burned. This process releases 5 tons of CO₂eq per ton, equivalent to the annual emissions of 120,000 cars, significantly worsening air pollution. As a result, nearby communities—home to 200,000 rural farmers—experience a 12% higher incidence of respiratory diseases (Veracruz Health Ministry, 2023). On a global scale, mismanagement of pineapple waste reaches 88 million tons annually, contributing to 484 million tons of CO₂eq emissions (FAO, 2022).
2. Deforestation from Cellulose Demand
Mexico imports 100% of its diaper-grade cellulose (300,000 tons/year), sourced from clearcutting 17 trees per ton. This cellulose is used as the absorbent core in disposable diapers, which are essential for over 12 million Mexican families. The reliance on imported cellulose has driven diaper prices up by 53% since 2021, while contributing to 136 million trees felled annually. annually. Globally, 8 million tons of tree-based cellulose are used in diapers yearly , destroying 136,000 hectares of forest (WWF, 2023).
Pineapple waste is 70% cellulose, the same material used in diapers. Celal-Mex will transform this resource into a sustainable alternative.
Affected Populations: 1.2B people rely on disposable diapers, threatened by cellulose scarcity, while communities face displacement from deforestation.
What is your solution?
Celal-Mex transforms pineapple waste in the new generation of sustainable raw materials for diapers & more, centered around our groundbreaking cellulose. Our innovative cellulose serves as the absorbent core in diapers,offering a green alternative to traditional tree-based cellulose. Our technology is based on a unique formula that employs green chemistry, allowing us to develop a process that uses up to 66% less water and chemicals than conventional extraction methods. Importantly, our approach does not rely on trees, resulting in the world’s first lignin-free cellulose derived from pineapples, enhancing biodegradability . (Considering that every ton of pineapples harvested generates three tons of agricultural waste—and nearly 50% of the global economy depends on tree-based cellulose—this solution is replicable in any pineapple-producing region, such as Central and South America and Asia.)
Our B2B model will supply this innovative cellulose to the diaper industry while also being applicable in various sectors, including sanitary pads, tampons and bioplastics. In collaboration with industry partners, we will create the world’s first diaper made from pineapple cellulose, setting a new standard in sustainability.
By repurposing agro-waste and improving farmer incomes through the purchase of their residues, our circular economy model fosters positive socioeconomic and environmental impacts.
Who does your solution serve, and in what ways will the solution impact their lives?
Celal-Mex directly serves:
1. Diaper Manufacturers: We offer a sustainable and cost-effective cellulose alternative, addressing the increasing scarcity and price volatility of traditional, tree-based cellulose. This helps them meet the growing consumer demand for eco-friendly products and comply with environmental regulations.
2. Pineapple Farmers: Primarily in key pineapple-producing regions such as Veracruz and Oaxaca in Mexico, and globally in areas across Asia-Pacific (e.g., Philippines, Indonesia) and Latin America (e.g. Costa Rica, Brazil), Celal-Mex offers a new revenue stream by purchasing agricultural waste (pineapple leaves). This waste is often burned or discarded, contributing to environmental and health problems.
3. Mexican families with babies: Celal-Mex contributes to reduce diaper production costs in Mexico, with potential to lower retail prices for those families.
The impact extends to any pineapple-producing area and countries reliant on cellulose imports, creating a worldwide shift towards a circular economy and sustainable resource management