Remember all that nasty stuff Trump said about Mexicans?
Antonio Battaglia, a lawyer in Guanajuato, Mexico, took it to heart. And he decided to do something about it.
“It was a nuisance for me so I started looking for a way to make an impact, not in a mocking or vengeful way, but in a positive way,” he tells Expansión.
Enter Trump Paper, which will hopefully go on sale in Mexico later this year. Above is a prototype of what it will ultimately look like. Thirty percent of proceeds will go to migrant aid organizations, a sector whose work is directly affected by Trump’s policies.
Per Expansión, Trump Paper was the fruit of Battaglia’s desire to produce an inexpensive, long-lasting product that would enable people to fight back with their wallets. He considered going into clothing or shoes (his family operates a shoemaking business; Battaglia himself is the grandson of soccer player Antonio Félix Battaglia), but the Trump brand is already registered for such items.
He settled on toilet paper, a product he found both ironic and market-enduring.
“We found a partner that has a company positioned in [the paper] market,” Battaglia said. “We will use its distribution channel and market knowledge.”
Battaglia registered the brand name at the Mexican Institute of Industrial Property (IMPI). The project will cost some 400,000 pesos (about $26,606), but he is also seeking other investors.
“Generating business is secondary for me,” Battaglia admits. “What I want is for it to be useful to support migrants and victims of deportation. At the outset, I hope to allocate 30 percent of the profit to organizations in Guanajuato.”
Production of Trump Paper begins at year’s end. The product will be distributed through grocery stores and other markets.
Euromonitor says the toilet paper and napkins market in Mexico is worth about 20.3 billion pesos (around $1 billion) per year. Interestingly, it also projected that tissue and hygiene markets in Mexico would be strained by what it called “The Trump Effect”—a reference to how Trump’s election would “lead to uncertainty in the country.”