ETF Digest
Seven years ago, Modern Milkman set out on an ambitious path: to reimagine the classic milkround for a world waking up to the costs of a throwaway culture.
Posted
19 January 2026
Categories
Seven years ago, Modern Milkman set out on an ambitious path: to reimagine the classic milkround for a world waking up to the costs of a throwaway culture. Today, that vision stands as a powerful example of how persistence, values‑driven leadership and product‑market fit can turn a simple idea into a movement for more sustainable everyday living.
From those early days to a tech‑enabled platform helping households cut single‑use packaging and waste, Modern Milkman shows what it takes to build both a brand and a behaviour shift. The team continues to demonstrate that convenience, great customer experience and environmental responsibility can reinforce – not contradict – one another.
As investors, ETF Partners is proud to back founders like Simon M. whose determination translates into tangible climate impact and better choices on people’s doorsteps. Here’s to the next chapter of Modern Milkman’s journey and to many more households joining the refill‑and‑return revolution.
Congratulations to Simon M. and everyone at Modern Milkman on this milestone, and thank you for proving that better habits, and better systems, are possible.
Read more HERE.