‘Shark Tank’ appearance ignites log sales

Tom Sanetti checks his iPhone to see if any of his products are back in stock on Amazon.

Case of six fire logs — out of stock.

Three-pack of holiday-scented fire logs — out of stock.

Three-pack of citronella fire logs — back ordered.

Sanetti’s Huntington Beach company, Earthlog, has been inundated with orders following his appearance on ABC’s “Shark Tank.”

Sanetti, 48, accepted an offer from investor Lori Greiner for $160,000 for a 35% stake in his company on the Nov. 21 installment of the reality show, in which burgeoning entrepreneurs try to coax investments out of a panel of prominent businesspeople.

Earthlog went from about a dozen orders annually since the company’s 2010 conception to about 100 orders a day. The logs are sold in packs of three or six.

“Just when we think we’re all caught up, we get another 100 orders,” Sanetti said.

Earthlogs are made from recycled paper the company collects from various locations in Huntington Beach, including City Hall and businesses, as well as scrap wax from candle manufacturers. After fiddling with the wax’s composition, Sanetti creates a log that he says produces more heat, emits less smoke and has a pleasant scent.

Logs sell for $27 for a three-pack and $35 for a six-pack.

The “Shark Tank” appearance not only piqued the interest of individual customers but also of Albertsons, Costco, The Home Depot and Lowe’s.

“We’re trying to deal with some of the more regional grocers because we can actually fulfill the orders,” said Sanetti, a Huntington Beach resident.

‘It’s just a hobby’

Sanetti thought of creating a 100% recycled, American-made product in 2009 after talking with a Huntington Beach public works employee who was installing rubberized sidewalks on his street.

Americans use about 69 million tons of paper each year, according to the U.S. Environmental Protection Agency, and about 27% of a typical household’s solid waste is paper.

“The fundamentals of starting this business (were) to create an American-made product from America’s waste,” Sanetti said.

Sanetti and friend Dale “Pops” Himmelreich constructed the first prototype log press from a PVC pipe and a wood-handled plunger. Sanetti took shredded bills and junk mail, mixed them with melted candle wax and hand-compressed the concoction inside the pipe.

Now the logs are made in a warehouse off Oceanus Drive using machines Sanetti and friends built from donated or secondhand parts found on Craigslist. One of the mixing vats’ motors once powered a Stairmaster, and the tables used to package the logs were made from a recycled kitchen countertop.

“We’re scavengers,” Sanetti said. “‘One man’s trash is another man’s treasure’ is definitely the motto around here.”

Though buying used or finding free equipment has helped cut costs, the processing facility isn’t geared for high-volume output. The “Shark Tank” money will go toward new machinery, Sanetti said.

“I don’t really have a business plan,” he said. “It’s just a hobby.”

The smell of success

The Earthlog warehouse was largely quiet on a recent Monday afternoon while Sanetti halted production to allow his half-dozen employees to wrap logs and prepare orders. The comforting aroma of pumpkin spice filled the air around the packaging area, while the sweet notes of tutti frutti lingered nearby.

Currently, the hottest seller for Earthlog is a holiday three-pack, which contains scents of pumpkin pie, pine and vanilla berry. A citronella log helps repel insects. Another log is made specifically for fire pits.

“People always ask us what the scent of our regular logs are, and it just depends on the scrap wax we got,” Sanetti said. “As the wax comes in, we smell it and name it on the spot. We just make up the names.”

Grassroots effort

Many businesses have supported Earthlog by giving the company their paper waste.

Once a week, Himmelreich, the company’s paper collection program manager, drives to businesses around town and collects bins of discarded paper.

Huntington Beach establishments are charged $10 a month for the pickups, while outside businesses pay $25.

The collected paper is sent to The Paper Depot in Orange, where it is shredded and then returned in bales to the Earthlog warehouse.

“These businesses trust us, and it’s all secured,” Himmelreich said. “It’s grassroots, and we’re a family. If you don’t want to be a part of the family, then kick rocks.”