TRU EMERGES AS A LEADING CLEANROOM CLEANING EXPERT IN THE UNITED STATES
VANESSA MORINI PARTNERS WITH AMERICAN PRODUCT DEVELOPER
Founded in Belgium in 2019, named the best European start-up in 2022, and now making its mark in the United States: TRU is on the fast-track to success. Founded by Vanessa Morini, TRU is the only company in the Benelux dedicated entirely to cleanroom and equipment cleaning. This strategic focus on a niche market was an instant hit and paved the way for TRU’s entry into the American market. As part of her overseas adventure, Morini is setting up a joint venture with the renowned Pharma Resource Group in Pennsylvania.
Let's go back to where it all started. In the fall of 2019, Vanessa Morini was finalizing her business plans for TRU. With a background in chemistry and two decades of industry experience, she noticed that many companies lacked the necessary expertise in cleanroom cleaning – including conventional cleaning agencies. Recognizing a gap in the market, Vanessa seized the opportunity to fill it. With more than 30 employees and an award for best European start-up under its belt, TRU enjoyed incredible success in the first three years.
Comprehensive solution
Having enjoyed consistent growth since its foundation, TRU set its sights on international expansion. More specifically, the United States. “Our unique focus sets us apart from conventional cleaning companies,” explains Vanessa. “Global regulations for pharmaceuticals and high-tech products are becoming increasingly strict. This makes sense, given that inadequate cleaning of rooms and materials poses a significant risk to the health of employees and end users. Cleanroom and equipment cleaning are not standardized tasks. They call for a specialized approach and we're the best in the field. In addition to cleaning, we also offer consultancy and training services. Based on comprehensive audits, we can identify procedural issues and provide tailored solutions. At our TRU Academy, we train our client’s employees to become qualified and competent experts. The ultimate goal is to ensure that companies meet strict quality, hygiene, and safety standards and comply with the GMP requirements of the pharmaceutical industry. This eliminates the risk of contamination, helps companies face audits with confidence, and allows them to focus entirely on their core activities. We provide an all-in solution that includes practical and administrative support. We're even developing our own online platform to accurately track all cleaning activities, thereby saving time, money, and frustration. Our expertise is opening a lot of doors in the United States, where more companies are engaged in cell, gene and tissue engineering than anywhere else in the world.”
Familiar face
TRU is making its mark in the United States by entering into a joint venture with Pharma Resource Group (PRG), a global leader in product development and complex technical consulting for the pharmaceutical sector. “They focus on the inside of pharmaceutical production equipment and we focus on the outside,” explains Vanessa. “It’s a mutually beneficial relationship. After several meetings and studies, our shared commitment to innovation was what really solidified our decision to join forces. For the first phase, we’re focusing on just three states: Delaware, New Jersey and PRG’s home state of Pennsylvania. These states are among the top five hubs of the life science industry.”
Fun fact: the two companies were initially introduced through an old friend of Vanessa's, Hans Van Hees. “Hans was the general manager of Janssen Pharmaceutica (J&J) when I worked there in 2019,” explains Vanessa. “He’s headed up several global divisions and is a respected figure in the industry, with an impressive network that is unparalleled. I’m so grateful that he decided to help propel TRU forward.”
Forging ahead
TRU’s rapid rise to success begs the question: is the company setting its sights too high? “I’m a firm believer in seizing very opportunity you get,” says Vanessa, with enthusiasm. “Although I also think it’s important to stay realistic. It’s definitely going to be a challenge. Standards are much lower in the United States compared to Europe and most companies have their own cleaning crew. On the other hand, there are plenty of gaps in the market for us to fill. In Belgium and the Netherlands, the cleanroom cleaning business was dominated by large cleaning companies. But we managed to secure a spot at the top of the pack. I think the secret to our success is two-fold: our unwavering commitment to providing high-quality service and our approachable and people-centric philosophy. We refer to this as the Truthentic approach. We’re driven by authenticity, innovation, and a desire to make an economic and social difference, both here and in the United States.”