In 2005 the two friends David and Jon had the idea to develop an affordable, clean-burning candle that could replace the paraffin votives on New York’s restaurant tables and beyond. The key would be to make it affordable and competitive with paraffin-based candles. However, the friends became discouraged when they realized that one of the few cost-competitive alternatives to paraffin, palm wax, came with the negative connotation of deforestation and biodiversity loss. The business idea was put on ice until 2008, when David learned about the Roundtable on Sustainable Palm Oil (RSPO) as a sustainability movement to transform the palm oil sector. David and Jon revived their idea and developed a business plan in which responsibly sourced palm oil was key. Two years later, in 2010, GoodLight Natural Candles was launched.