Tom Sellars on Kathryn Raaker's World

In a world increasingly focused on sustainability, it’s refreshing to encounter businesses like Sellars Absorbent Materials, where eco-friendly innovation meets practical utility. Recently, Tom Sellars, the CEO and Chairman of Sellars, had the privilege of chatting with Kathryn Raaker, on Kathryn Raaker's World. Tom shared the incredible journey of the family-run company and their latest groundbreaking product, Bravo Paper Towels.

The Beginnings of Sellars

Founded in 1985 in Milwaukee, Wisconsin, Sellars started as a garage-based venture led by Tom's brother John. With the collaboration of siblings Kathy and Bill, the company began its journey toward producing high-performance wipes and towels. From modest beginnings, they’ve grown into an industry leader, innovating with sustainable practices and focusing on stewardship of people, profits, and the planet.

Bravo Paper Towels: A Revolution in Recycling

The star of our conversation was the Bravo Paper Towels, made from 90% post-consumer curbside recycled boxes and paper waste. This eco-friendly kitchen towel isn’t just good for the environment; it’s a high-performance product that outshines traditional paper towels.

When Kathryn Raaker tested it in her own kitchen, she was amazed. It handled everything from greasy pans to microwave spills with ease, showcasing unmatched absorbency and durability. Tom explained that Bravo's unique material allows you to use fewer towels, reducing waste while saving money.

The Technology Behind the Innovation

Sellars uses proprietary technology to create a full line of products, including TOOLBOX Shop Towels and White Rags, which are available at major retailers like Home Depot, Lowe’s, Walmart, and automotive shops such as Napa and O'Reilly. Each product balances cost-effectiveness, performance, and environmental responsibility.

TOOLBOX White Rags, for example, are made from a blend of recycled and virgin paper, combining high absorbency with durability. Whether you’re tackling a kitchen spill or a DIY project, these products deliver superior performance.

A Family Business Rooted in Values

Sellars isn’t just a business; it’s a family legacy. Starting with four siblings, the company has grown into a larger enterprise under Tom’s leadership. Despite the challenges, including navigating a competitive industry dominated by corporate giants, Tom emphasized that their success lies in persistence, conviction, and a shared commitment to sustainability.

Tom’s faith-driven belief in stewardship plays a significant role in the company’s mission. “It’s about leaving the planet better than we found it,” he said, highlighting how their focus on recycled materials reduces landfill waste and conserves natural resources.

Looking Ahead

While Sellars is laser-focused on scaling the Bravo Paper Towels, Tom hinted at more innovations in the pipeline. For now, though, they’re dedicated to making their eco-friendly products accessible to customers nationwide, one store at a time.

Join the Movement

You can find Bravo Paper Towels at select Target stores or on Target.com. Kathryn has already switched to using Bravo exclusively in her kitchen, and she's thrilled to showcase them on her upcoming cooking shows.

If you’re looking for high-quality, sustainable alternatives for your home, give Sellars’ products a try. Let’s support businesses that are making a real difference for the planet while delivering exceptional performance.

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