“We believe that the future belongs to brands that care about both people and planet – and that profitability and sustainability can (and should) coexist.”
– Aurora Organics, CEO Safia Mustafa
On April 22, 2025, the world collectively recognizes Earth Day, a global event dedicated to raising environmental awareness and action to protect the planet. While we as individuals all hold a collective responsibility to act in a way that honours and protects the Earth, as an international incubator, Roseview Global believes in supporting companies that make sustainability a daily commitment, not a seasonal campaign.
Meet Aurora Organics and Green Cycle Technologies, two sustainable start-ups that have entered the Roseview incubator space with distinct products but a collective purpose of improving the environment through innovative and sustainable practices.
Aurora Organics is a natural skincare company that challenges the conventional beauty industry’s reliance on synthetic chemicals, overproduction and unsustainable packaging. Drawing from ancient Ayurvedic principles, Aurora Organics ethically sources each ingredient and designs and produces with intention to avoid excess, creating products that nurture the Earth as much as they care for the people using them.
Green Cycle Technologies is revolutionizing food waste processes. By leveraging a smart digital food waste scale, the company brings real-time data and digital intelligence insights, transforming food waste from a byproduct into a measurable and actionable opportunity. By honouring the planet through vermiculture, Green Cycle Technologies transforms what would typically end up in a trash bag into valuable products. Through the commercial raising and retailing of earthworms and related products, they turn organic waste into nutrient-rich food for the soil.
At the forefront of each company are entrepreneurs whose commitment to sustainability drives them to integrate environmental responsibility into every layer of their operations. Safia Mustafa, founder and CEO of Aurora Organics, along with her team, boasts a two-pronged sustainable approach. Not only do they offer skincare products that are 100 per cent plant-based and non-toxic, but they also produce packaging that is biodegradable and practice fair trade partnerships.
“Sustainability is not a checklist – it is our core philosophy, embedded in product design, sourcing, production, and customer experience,” shares Mustafa.
Aurora Organics is driven by a mission to disrupt the outdated belief that achieving beauty requires compromising on health, ethics, or sustainability. Instead, Aurora Organics offers an approach that redefines beauty as a wellness-driven, conscious experience for both consumers and the planet.
Green Cycle Technologies also had to reimagine traditional practices within the food waste cycle. “The food industry has traditionally seen waste as a cost of doing business – something inevitable,” shares CEO Mohamed Hassan Elfakharany. Like many businesses, challenging the established practices that society has become comfortable with is no easy task. Sustainable products and practices not only need to perform effectively, but also require a shift in mindset for users and adopters who have grown accustomed to the status quo. For Green Cycle Technologies, this feat, however daunting, became not just a business goal but a mission to protect the future generations of the Earth.
“From the beginning, our ideology has been rooted in circularity and resource efficiency,” shares Elfakharany. Transforming not only how businesses track waste, its smart digital food scale also shifts how businesses understand and manage it.
For both Green Cycle Technologies and Aurora Organics, practicing sustainability is more than checking a box or making claims of eco-consciousness – it’s the very core of who they are and how they operate.
As Elfakharany puts it, “Sustainability and business success aren’t in conflict; they’re interdependent.” Mustafa echoes this, recognizing “business as a tool for impact, not just profit.” Together, they represent a growing movement of founders proving that sustainable practice and business growth can successfully go hand in hand.
Across industries, “greenwashed” companies boast sustainable practices and market their brand as environmentally friendly, when in reality, that’s far from the truth. This predicament makes it increasingly difficult for investors and partners to know whom to trust.
By working closely with founders, Roseview helps sustainable startups shape their marketing strategies, refine their business models and craft compelling and credible pitches that resonate with investors and industry stakeholders alike. Guiding entrepreneurs through Canada’s cleantech and sustainability landscape, Roseview helps companies back their missions with real action and tangible positive impact, cutting through the noise to ensure that companies with real solutions don’t just look the part – they live it.
But building credibility is only one aspect of the sustainable startup journey. Not only are these businesses reimagining products and services; they’re also reshaping consumer behaviour and industry norms, making the process uniquely complex. “Scaling sustainably requires not only innovative tech, but the right guidance, partnerships and ecosystem support”, Elfakharany recognizes. For the Green Cycle team, Roseview was pivotal in helping them navigate the Canadian market while also introducing them to like-minded leaders that reinforced the value of collaboration in solving systemic challenges.
“The support from Roseview has been instrumental in shaping our sustainability roadmap,” shares Mustafa. From strategic mentorship to peer collaboration, Roseview has provided Aurora Organics with the guidance and community needed to scale confidently in the Canadian market while staying rooted in their eco-responsible values.
As we move into a business landscape that is increasingly expected to safeguard the future of our planet, equipping eco-driven businesses with the tools, resources, and support they need is essential. “Sustainable startups are the catalysts of Canada’s green transition,” shares Mustafa. Because when purpose-led businesses rise, they don’t just grow, they change the world, and that’s the kind of future Roseview is proud to help build.
On behalf of the Roseview Global team, Happy Earth Day.
Are you a sustainable startup looking to scale in the Canadian market? Roseview’s team of industry experts provide mentorship, support and assistance in every phase of the international entrepreneurship journey. Take the first step by speaking to a member of the Roseview team today!