An interview with Project Harmless

Every year, we ask a few businesses that have received a Start Up Loan to become ambassadors and share their stories with those looking to start their own businesses.

One of our inspiring Start Up Loans 2024/2025 ambassadors is George Greer, who co-founded the eco-friendly business Project Harmless.

We spoke with George to learn more about his company, hear his thoughts on managing a sustainable start-up, and discuss his future aspirations.

The origins of Project Harmless

Project Harmless started during the Covid-19 pandemic when George – walking his Swiss Shephard, Noah – noticed lots of intact, washed-up plastic dog waste bags piling up along the shores of Loch Long in Scotland.

Realising the environmental impact of plastic waste and the difficulty of changing people’s habits, he was determined to find a solution.

The answer came from an unlikely source: medicine capsules.

George realised these could be a good alternative to plastic waste bags because the capsule shell is designed to dissolve completely and safely in water.

Their medical-grade, non-toxic, and water-reactive material makes dog waste bags that disintegrate rapidly and are genuinely environmentally friendly.

“I thought there must be a better material for dog waste bags, which are the same plastic material as supermarket single-use bags,” George says.

“Unlike single-use carrier bags, dog waste bags cannot be recycled after use.” 

“There’s been a worldwide focus on cutting down supermarket plastic bags, yet the same materials are still used for dog waste bags.”

George and his co-founder, Ka Ho Wong, chose the business’s name to reflect the company’s values, says George.

“My co-founder and I decided on Project Harmless because everything we do is harmless.”

Cleaning up greenwashing

Project Harmless recently expanded to include sustainably made skincare under the brand Harmless Apothecary and fashion accessories produced under Harmless Réservé.

George created these products to combat greenwashing, in which companies falsely claim to be more environmentally friendly than they are.

“We looked at other brands and thought, ‘How can these guys get away with this?’” says George.

Central to this is Harmless Réservé, a clothing accessories brand that repurposes unused ‘deadstock’ fabric into stylish and functional products such as tote bags and laptop covers, avoiding all plastics in the process.

“So, we launched a fashion accessory range made using deadstock. We only use high-quality deadstock that has sat on shelves unused – often for years.”

All items in the Harmless Réservé line are handmade in the Scottish Borders and are completely plastic-free, including the thread and zips.

“Instead of plastic for buttons, for example, we use naturally-shed Scottish Highland deer antlers that are cut down into buttons,” says George.

Some of Harmless Réservé’s most popular offerings are their tote bags, scarves, and laptop cases, made from leftover, never-used tartan initially woven for the 1970 Edinburgh Commonwealth Games.

The products perfectly blend the business’s Scottish heritage and commitment to sustainability.

The challenges of running a sustainable business

Running any business can present challenges, but focusing on sustainability introduces unique obstacles.

“In the early days, particularly with the dog waste bags, the challenge was that nobody wanted to talk about them because of the nature of the topic and what goes in the bags,” George says.

Re-educating consumers, despite the help of environmental activists, was also a challenge.

“People have been taught that composting or recycling is the answer, with many brands promoting their use of recycled plastic bottles. However, it’s not the answer.”

“Turning plastic bottles into fashion or accessories breaks the circular cycle, denying them the chance to become bottles again and again,” explains George.

The resulting new products often cannot be recycled and end up in landfill.

“They’re breaking the cycle and releasing toxins and microplastics in the process,” he adds.

“In addition, recycling can be energy-intensive, and sustainable businesses should focus on reducing all plastic use.”

The day-to-day as a co-founder

As a new business owner, George often juggles various tasks but adds structure to his workday to stay organised.

“I dedicate the first hour of the day to emails,” says George, who manages his inbox in batches – once in the morning, then once again mid-afternoon to keep on top of conversations.

He also holds daily team catch-ups, which keep him updated on developments and team tasks, and ensure that everything runs smoothly.

“Then it’s on to partnerships and strategic development, always with an eye on the future,” he says.

“My co-founder deals with the everyday operations of our existing brands, managing social media and marketing, while I focus on how we develop existing and new brands.”

“Both our existing business and our future business require dedicated time.”

The future ambitiously includes plans for renewable energy and carbon removal products.

“These areas will be much bigger than everything we’ve done to date,” adds George.

Finding support

All small business owners can benefit from some type of support, whether financial or emotional, as they build their businesses.

Project Harmless originally started as a self-funded business, but when the time came to grow it further, Start Up Loans and Virgin StartUp (an official Start Up Loans Business Support Partner) were able to support George with his funding application.

This allowed the company to buy more stock to meet the growing demand following some high-profile media coverage.

George also believes that Project Harmless is strengthened by the support of its dedicated team, who are absolutely key.

“Over time, we’ve learned the type of person we need on board – people who are passionate about our mission, genuinely share our vision about our future, and buy into our ethical position.”

They have also received valuable business support from Virgin StartUp, who work with Start Up Loans applicants to help prepare their business plans and cash flow forecasts.

“We benefited from their mentor program, and we met Sir Richard Branson – it was inspiring to meet someone who is an entrepreneurial legend.”

Sir Richard later wrote in his blog that Project Harmless was one of the companies that stood out to him.

But of course, like many start-ups, Project Harmless has faced its fair share of challenges.

“You do get a lot of rejections when you’re prospecting for business or trying to tell your story,” says George.

“That’s partly why having a co-founder is so fantastic: We can share the burden and help one another resolve challenges.”

Read our guide on where to find support to become a sustainable start-up.

The learnings so far

Since its launch in 2021, Project Harmless has grown and diversified relatively quickly.

Reflecting on the last four years, what has George learned?

“For us in particular, it would be to diversify faster,” he says.

“You can be limited by sticking to what you know, but we should have followed our dreams earlier and been more ambitious faster.”

“You don’t want to limit yourself by thinking you need to take your time – if you see the opportunity and have the means to, take it.”

George adds, “I think we probably could have done this in three years if we’d been more confident from day one.”

George’s life has transformed since he left his corporate job at a large financial organisation and became the co-founder of Project Harmless.

“This experience made me appreciate how financially secure you can be in a corporate role, but when you work for yourself, every achievement is yours.”

“There’s also the satisfaction of doing something you believe in – something that will make the world better.”

The future of Project Harmless

So where does George see Project Harmless in another four years?

“The business’s transformative carbon capture and renewable energy product plans will be fully underway, including expansion into the EU and US markets,” he says.

“These will significantly impact CO2 capture and methane reduction, and we will also support agriculture and help to decarbonise the construction and building industry.”

“Ultimately, our mission is to do good for the world, to come up with solutions that call out greenwashing and prove that there’s a better way.”

If the company is a financial success, says George, that’s a bonus for Project Harmless.

“If we make millions, that’s fantastic, but we’re doing it because it’s something we’re passionate about.”

Business tips for new entrepreneurs

George has a wealth of business tips based on his experiences of starting his own business.

“My first advice is to follow your instincts,” he says.

“Second, make sure you have enough cash flow because you may underestimate the funds needed.”

“Third? Prepare for the unpredictable and be flexible – one of the biggest lessons is that you don’t know what you don’t know.”

“You can’t always predict what’s going to happen, and you have to be very comfortable with ambiguity.”

George also stresses the importance of asking for support when needed, especially as a start-up owner.
“If you need help, ask! People like to help; it’s human nature.”

With a commitment to sustainability and ambition in bucket loads, one thing is certain – Project Harmless is helping pave the way for a greener world.

Feeling inspired to start your own business?

Start Up Loans provides small businesses with personal loans for business purposes of up to £25,000 at a fixed 6% interest rate, plus a year of free business mentoring.

We’ve developed a range of courses with The Open University to help entrepreneurs succeed in all areas of business, from bookkeeping to business growth. 

Find out more about Learn with Start Up Loans.