Pooch Paper was founded in 2018 with a clear mission: to cut down plastic waste from dog cleanup. Led by founder Tracy Rosensteel, the company landed a deal on Shark Tank in 2020, fuelling rapid growth and expanding into more than 80 outlets across the U.S. It helps divert millions of single-use plastic bags from landfills every year, making pet care more sustainable.
Tracy Rosensteel appears on Shark Tank, pitching the Pooch Paper business idea (L). A package of Pooch Paper on grass (R). Photo: @poochpaper on Instagram (modified by author)Source: UGC
TABLE OF CONTENTS
Key takeaways
- Pooch Paper appeared on Shark Tank Season 12, Episode 2 in 2020 and secured a $250,000 royalty deal with Kevin O’Leary.
- The company grew into 2,000+ U.S. retail stores, partnered with Target, PetSmart, and KOA Campgrounds, and expanded distribution to Canada, Dubai, South Africa, and Japan.
- Pooch Paper’s revenue reached around $1 million in 2024, with estimates placing its 2024 valuation at about $500 thousand and continued year-over-year sales growth.
Pooch Paper: How it all started
Founder Tracy Rosensteel launched Pooch Paper in September 2018, inspired by her Wall Street career and her deep respect for nature, instilled through her upbringing as a catch-and-release fly-fishing enthusiast. One fateful encounter with a French Bulldog in Manhattan provided the final spark, leading her to develop a sustainable solution for an everyday dog-owner necessity.
Pooch Paper was born from a mission to reduce single-use plastic waste. Made in the United States, it features PFAS-free, non-chlorine bleached recycled paper with a grease-resistant coating embedded during the drying process, ensuring both environmental integrity and practical functionality with no added chemicals.
Making waves on Shark Tank
A puppy lying on a mat next to Pooch Paper products. Photo: @poochpaper on Instagram (modified by author)Source: UGC
In Season 12, Episode 2 of Shark Tank, American reality TV personality Tracy pitched Pooch Paper, seeking $250,000 for 12% equity, valuing her company at around $2 million. In a rare outcome, Kevin O’Leary offered $250,000 in exchange for a $1 royalty per sale in perpetuity, and Tracy accepted.
This unique royalty deal, rather than equity, set the stage for sustainable growth by aligning investor success directly with sales performance.
How did Pooch Paper do after Shark Tank?
Post-show, Pooch Paper gained significant momentum. It expanded into over 2,000 retail outlets in the United States, and its reach grew to include Canada, Dubai, South Africa, and Japan.
Partnerships with major retailers such as Target, PetSmart, Chewy, and Pet Supplies Plus further bolstered its retail presence. Moreover, Tracy secured installations in over 500 KOA Campgrounds, strategically placing Pooch Paper dispensers in parks and communal outdoor areas, a clever move to align with municipal sustainability efforts.
Eco credentials and sustainable production
Pooch Paper emphasises sustainable production from start to finish. The paper is crafted from recycled softwood pulp – balsam fir, white spruce, red spruce, and black spruce – sourced sustainably from North America and parts of Europe. It holds certifications from SFI, FSC, and PEFC, reinforcing its eco-certified status.
Manufacturing runs entirely on renewable energy within a carbon-neutral pulp mill, and the grease-resistant coating is applied chemical-free during the paper-drying phase. This eco-chain, from sourcing to production, cements Pooch Paper’s position as a truly green alternative.
Business performance and financial growth
A package displaying some of Pooch Paper’s products. Photo: @poochpaper on Instagram (modified by author)Source: UGC
According to The Bulletin Time, Pooch Paper’s net worth as of 2024 is alleged to be approximately $500 thousand, yielding about $1 million in annual revenue. The company’s financial metrics reflect steady growth over the years.
The company also achieved early success with $50,000 in sales within its first seven months, proof of strong market demand for eco-friendly pet products.
Ongoing eco mission and community engagement
Pooch Paper continues to push its mission across multiple fronts:
- Encouraging municipalities to install dispensers as sustainable substitutes for single-use plastic in public spaces.
- Donating a portion of profits to animal shelters and environmental causes, gaining goodwill and local impact.
- Innovating product sizes—introducing larger 14″ by 14″ sheets—and enhancing packaging and dispenser access for broader usability.
- This expanded approach ensures that Pooch Paper remains relevant, accessible, and environmentally influential.
What is Pooch Paper?
Pooch Paper is an eco-friendly alternative to plastic dog waste bags. It’s a sheet of recycled, compostable, and PFAS-free paper with a grease-resistant coating. Dog owners use it to pick up and wrap pet waste, helping reduce single-use plastic pollution.
Who is the founder of Pooch Paper?
Pooch Paper was founded by Tracy Rosensteel in 2018. Tracy is a former Wall Street professional and passionate environmentalist who wanted to create a sustainable solution for dog waste disposal.
When was Pooch Paper on Shark Tank?
Pooch Paper’s products on a store shelf. Photo: @poochpaper on Instagram (modified by author)Source: UGC
Pooch Paper appeared on Season 12, Episode 2 of Shark Tank in 2020. Tracy pitched her idea to the Sharks and struck a deal with Kevin O’Leary, who offered $250,000 in exchange for a $1 royalty per unit sold in perpetuity.
Is Pooch Paper still in business?
Yes, Pooch Paper from Shark Tank is still in business as of 2025. The company continues to grow, with products sold in major retail chains like Target and PetSmart and distributed in several international markets.
How have Pooch Paper sales grown since Shark Tank?
Pooch Paper’s sales jumped after its Shark Tank appearance, quickly selling out online and in stores. The brand now generates around $1M annually and continues to grow with retail expansion in Target, PetSmart, and KOA Campgrounds.
How successful is Pooch Paper?
Pooch Paper is a profitable and fast-growing eco brand with a strong retail presence and healthy 47% margins. Its valuation has climbed to about $500 thousand in 2024, proving its success as a sustainable business.
Pooch Paper has grown from a simple idea into a thriving, eco-friendly brand. Its Shark Tank deal fuelled national and international expansion, putting it on store shelves worldwide. Today, it stands as a successful example of how sustainable innovation can drive business growth.
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The founders pitched their idea on Shark Tank season 11, seeking $500,000 for 20% equity, but none of the sharks invested; some even criticised the concept. Keep reading to discover whether Minus Cal managed to survive after the show or eventually shut down.
Proofreading by Kola Muhammed, copy editor at TheTalk.NG.
Source: TheTalk.NG
