Nguyen Xuan Tai, inspired by a photo shared by a foreign friend of a firelighter product, turned to YouTube to learn more. From there, a new concept sparked into life.

He decided to create a product called Eco Firelighter, made from rice straw. According to Tai, straw is soft, porous, and highly flammable  -  the perfect material for kindling. More importantly, it’s a widely available agricultural by-product in Vietnam, often treated as waste and burned.

“Most firelighters are made from wood shavings or paper pulp. These are commonly sold and used in Northern Europe and North America. What makes our product different is that it’s made from straw  -  that’s our competitive edge,” Tai told VietNamNet.

In 2018, he designed the production line himself and opened a workshop in his hometown in Thanh Hoa province. He established Ulstraw Joint Stock Company  -  a combination of “ultra” and “straw”  -  to highlight the product’s uniqueness.

According to the production process, straw is sourced from farmers or middlemen, with moisture levels below 20%. It’s then shredded, mixed with wax in a specific ratio, and pressed into molds. Once hardened, the mixture is cut into uniformly sized firelighters and packaged.

Ulstraw’s straw-based firelighters were officially launched in 2020 and can burn for up to 13 minutes. However, sales were interrupted by the Covid-19 pandemic.

At the end of 2023, the startup entered the Social Business Creation competition in Canada. This contest required participants to propose business solutions to urgent social issues, with large enough markets to ensure impact.

Tai’s product met the criteria by tackling waste from rice production, reducing the harmful practice of field burning, and conserving wood resources typically used in firelighter production. The project won Best Social Business Startup, recognizing it as the most socially impactful entrepreneurial solution.

Rice straw exports can multiply profits by 1,000 times

According to the Department of Crop Production and Plant Protection (Ministry of Agriculture and Environment), Vietnam produces about 47 million tons of rice straw annually. Only about 30% is reused  -  for mushroom cultivation, livestock feed, or fruit packaging  -  while the rest is mostly burned or buried.

Field burning wastes nutrients, causes pollution, reduces biodiversity, and alters soil structure. If straw is buried in flooded fields, it increases greenhouse gas emissions and causes toxicity in the next rice crop.

Tai explained the economics: a 20–22kg roll of straw costs around 20,000–30,000 VND (approximately USD $0.82–1.24) and can produce 50–60 boxes of Eco Firelighters. These are currently sold on Amazon for USD $20 per 100-piece box or USD $14 per 50-piece box, comparable to other natural firelighters.

That means each straw roll can generate over USD $910 in revenue  -  about 1,000 times the raw material cost.

Verified Market Reports estimates the global market for natural firelighters will reach USD $1.2 billion by 2024, growing to USD $1.8 billion by 2033. Most products in this market are made from sawdust, wood flour, and plant-based wax.

Rising consumer demand for environmentally friendly alternatives to traditional firestarters, combined with the popularity of outdoor activities like camping and BBQs, is fueling this market. North America is expected to dominate, accounting for over 40% of global sales by 2025.

That’s why Tai chose not to sell domestically, instead focusing on markets where sustainability matters  -  like the US, Canada, and parts of Northern Europe  -  where consumers are willing to pay a premium. Ulstraw now distributes primarily through online channels, including Amazon.

During its initial promotion on Amazon, the startup sold 400 boxes in a single day, proving the product's market potential. However, financial limitations remain a significant hurdle.

Tai has invested around USD $41,000 into the startup so far. A mechanical engineer by training, he was able to cut costs by designing machinery himself. Still, branding and marketing in global markets is a costly endeavor.

“If we can attract the right investors and strengthen our R&D and distribution, I believe we can hit USD $2.8 million in revenue within the next two years,” said the 1989-born founder.

Tran Chung