Problem
Current pulps and fibres are not sustainable—they generate waste and CO2 emissions, contain harsh chemicals, and contribute to larger environmental issues such as deforestation.
Solution
HEJMAS has developed a new alternative fibre that is cost-competitive, compatible, and sustainable.
Calgary company HEJMAS is driving the alternative fibre industry forward with their innovative hemp solutions, with the support of Foresight’s Earth Tech: 2050 program.
Fibres are fundamental building blocks in countless industries, from clothing and toilet paper to seatbelts and air filters to soundproofing and nets. Yet, their widespread use carries a significant environmental cost. Traditional fibres, many of which have synthetic components, generate waste and CO2 emissions—even "natural" options such as wood-based products contribute to deforestation and use harmful chemicals in their production processes.
Industries, governments, and academic institutions worldwide are rapidly focusing on less harmful ways to produce essential fibres. The global eco-fibres market, valued at approximately USD $52.8B in 2022, is projected to reach USD $108.6B by 2032, driven by several key factors:
- Consumer demand: A growing environmental consciousness among consumers is driving purchasing decisions.
- Sustainability commitments: Companies are increasingly adopting ambitious sustainability targets, aligning with regulations, new standards, and environmental responsibility.
- Innovation: Investments in R&D are fuelling the emergence of cleantech businesses, particularly in developing alternative fibres from sustainable sources and processes.
- Emphasis on circular economy principles: Industries—including textiles—are increasingly embracing circular economy principles, focusing on material reuse and recycling.
- Waste reduction: Innovators are developing sustainable fibre technologies, often from agricultural waste and recycled materials, to mitigate the vast waste generated by sectors like fashion.
Calgary venture and Earth Tech: 2050 alumnus HEJMAS Agrifibre Technologies exemplifies this immense potential. They're solving a simple waste problem with a smart idea, aiming to become the world’s first net-negative carbon emissions pulp producer.
A Closed-Loop System
By transforming hemp waste into versatile fibres, HEJMAS offers a sustainable alternative to traditional wood and cotton-based pulp, directly substitutable in numerous products, including women’s hygiene, medical care (i.e., bandages and wound care), retail packaging, and furniture. This innovative approach delivers superior environmental performance and economic viability.
HEJMAS is redefining fibre production, proving environmental responsibility and cost-competitiveness can coexist. CEO Marek Hejduk notes their pioneering approach uses 60% less fresh water, 85% less energy, 90% less CO2, and no harsh chemicals such as sulfides or chlorides. This makes them the first viable and sustainable alternative to wood fibre pulp. HEJMAS’ Swedish mill, currently in development, will also operate on circular principles, with everything reused and a robust carbon capture system, creating a closed-loop “farmer-to-fibre” system.
Technology Validation and R&D
Foresight’s Earth Tech: 2050 program provides cleantech ventures like HEJMAS with expert mentorship, industry connections, and funding support needed to scale impact-driven solutions. Through the program, HEJMAS was able to conduct a Life Cycle Assessment (LCA), which Hejduk says has been a game changer. The LCA has allowed global industrial partners like Valmet to understand the value of HEJMAS’ fibre through quantifiable data, demonstrating that this alternative not only enables significant cost savings—reducing the long fibre component in products by 50%—but also helps companies achieve their environmental goals.
Foresight was instrumental in helping HEJMAS source the necessary funds for a life cycle analysis. The LCA helped us to demonstrate the value of our technology through data-driven insights, allowing us to connect with more customers. This allowed us to show that HEJMAS' environmental claims and potential operational cost savings could be realized through collaboration. Foresight's timely intervention was the necessary and critical piece to make HEJMAS an internationally recognized company.
HEJMAS is actively collaborating with global leaders like Essity—a leading hygiene and health company, and Mölnlycke—a global MedTech company, to develop innovative healthcare and women’s hygiene products. They are also working Valmet—a global leader in pulp process equipment and engineering. In addition, HEJMAS is currently in discussions with a major global furniture supplier and one of the world’s largest pulping companies. Further R&D is underway with the University of Calgary, Lethbridge Research and Development Centre, and Econotech Services in British Columbia.
Community Empowerment
Founded on the principle of empowering smaller, rural communities, HEJMAS envisions decentralized mills that work directly with local farmers to transform feedstock into pulp, fostering local circular economies. Designed for local water and grid integration, these mills drastically reduce environmental impact compared to traditional large-scale urban mills.
Their ambitious global expansion aims to equip rural communities worldwide with the technology to produce their own pulp, creating new revenue streams, reducing waste, and driving local decarbonization. Hejduk states, “We have aggressive expansion plans and a technology that is globally beneficial. We rely on simple business principles—we have a product that is superior in quality, more efficient, and competitive in cost. This will fuel our global growth.” HEJMAS aims to capture 30-50% of the global pulping market by 2040. The company is currently developing plans for their plant in Värmland, Sweden.
Future-Proof Fibre
The alternative fibre sector is poised for exponential growth, driven by the global demand for cost-competitive, high-performing products that also reduce waste and environmental impact. Companies like HEJMAS are developing groundbreaking solutions to these pressing challenges, making it crucial they receive the support needed to scale.
Programs like Foresight's Earth Tech: 2050 program are vital, helping ventures validate their technology, scale, and maximize their impact.
Venture Snapshot
Company name: HEJMAS
Founded: 2019
Location: Canada, Sweden
Leadership: Marek Hejduk (CEO)
Sectors: Ag-bioeconomy, agrifibres
Foresight services: Earth tech: 2050, Access to Capital
