Our mission is simple, urgent, and deeply rooted in purpose:
to make Great Britain the best in the world at recycling
We believe Great Britain has the potential to lead the world in environmental responsibility. Not through legislation alone, but through empowered, everyday action. One plastic bottle at a time
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Our impact may be small – but matters
Real change doesn’t happen overnight. It comes through steady, meaningful action – one plastic bottle at a time.
With better tools, better access, and a shared sense of responsibility, we can move closer to making Great Britain the best in the world at recycling
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✳ Empowerment
Knowledge is the first step towards lasting change. We’re committed to educating and providing tools so that everyone, everywhere, can make a positive contribution.
✳ Innovation with Purpose
Creating tools that make a real difference. Designed for impact, simplicity, and scale – because good tech should serve the public good.
✳ Collective Action
Individual behaviour drives national change. Helping communities access the resources they need to recycle better.
✳ Future-Focused Thinking
We don’t just look at what’s happening now — we’re building for tomorrow. Every feature, article, and improvement is designed to move us closer to a more sustainable UK.