The Responsible Flushing Alliance (RFA) has announced that Crown Abbey — an R&D and product management consultancy with decades of nonwoven industry experience — is joining its ranks. Among wipes manufacturers, wastewater treatment groups, and public health advocate members, Crown Abbey joins the effort to help change consumer behaviour through its #FlushSmart campaign.

"Welcoming Crown Abbey to our growing coalition of organisations expands our reach and impact," said Lara Wyss, RFA president. "As business consultants dedicated to environmental stewardship, Crown Abbey will play a vital role in helping guide educational efforts for both brands and consumers."

Crown Abbey was founded to help big and small companies develop and launch new products. It is committed to working with clients that promote and deliver products that support environmental, social, and economic sustainability wherever possible. Crown Abbey is a member of the Association of the Nonwoven Fabrics Industry and has expertise in developing and launching many types of products, including wipes and other toiletries, RFA said in a press release.

"The Responsible Flushing Alliance's mission is important to our business and our clients' businesses," said Paul Davies, Crown Abbey representative. "Helping brands develop and launch wipes and nonwoven products is a major part of what we do, and joining the RFA underscores our commitment to helping protect municipal infrastructure while promoting smart flushing habits."

With the addition of Crown Abbey, RFA has welcomed 38 members into its organisation since its inception in 2020. RFA's mission is to raise consumer awareness of the importance of looking for the ‘Do Not Flush’ symbol found on non-flushable wipes and other tips on what should and should not be flushed.

In July 2022, California's Wet Wipes Labelling law began mandating the inclusion of the ‘Do Not Flush’ symbol on packaging of non-flushable wipes, including any product that is marketed as a baby or diapering wipe, and plastic-containing wipes that are likely to be used in a bathroom and has significant potential to be flushed. The law does not apply to flushable wipes, which are engineered with short, plant-based (not plastic) fibres to disperse in water like toilet paper.