These startups are on a mission to ditch traditional plastic from our everyday lives.
Plastic, whether in large items or microscopic particles, is found everywhere—from the deepest oceans to our own bodies, harming marine life and entering our bloodstream and organs. We are well aware of the problem, yet we’re still producing over 400 million metric tons of plastic and releasing 52 million metric tons of unmanaged macroplastic waste into our environment each year, as per recent studies.
Sure, we can toss plastics into recycling bins and reuse containers, but the reality of recycling may not be as effective as we think. Many plastics collected are actually not recyclable due to their composition, complicating and driving up the costs of the sorting process. Moreover, the global recycling system faces significant challenges, particularly when developed nations export waste to countries with inadequate waste management infrastructure. This practice leads to serious environmental and public health issues in those nations.
In response, startups are creating sustainable alternatives to replace traditional plastics, aiming to foster a shift toward more eco-conscious consumption habits. Let’s explore four startups leading the fight against the plastic menace.
1. Loliware: Sipping on seaweed
Image from Loliware
Did you know your plastic straw might end up in the ocean, breaking down into microplastics that harm turtles, seabirds and other marine life? To tackle this, New York-based startup Loliware, founded by Chelsea Briganti in 2019, produces the Blue Carbon Straw. Made from seaweed—an abundant, renewable resource—these straws can break down as fast as a banana peel—in just a few weeks when in water.
The Blue Carbon Straw looks and feels like plastic, is edible and lasts for up to 18 hours. To produce these straws, Loliware collaborates with women-owned manufacturers like Sinclair and Rush to turn harvested seaweed into pellets combined with natural colorants and minerals. These pellets can be used in regular plastic manufacturing equipment to produce utensils like straws.
Loliware opted for seaweed over terrestrial crops like canola and corn, which require intensive fertilization and watering, contributing to mono-cropping practices that increase emissions and reduce biodiversity. In contrast, seaweed grows quickly and can oxygenate water and absorb CO2—20 times more efficiently than trees. A BBC report notes that seaweeds like kelp could absorb around 200 million tonnes of CO2 globally each year.
Loliware’s mission extends beyond reducing plastic waste. By producing seaweed straws, the startup supports the blue economy (i.e. seeks to use ocean resources sustainably to enhance livelihoods and preserve marine ecosystems) by creating jobs in seaweed farming and helping to capture carbon.
Currently, Loliware produces 100 million straws annually to serve their 15 foodservice group customers. It is also expanding rapidly to include both large and small businesses.
2. Notpla: Beyond plastic
Image from Notpla
Notpla is a London-based startup that’s revolutionizing packaging with its edible and biodegradable material made from seaweed and plants. Founded in 2014 by Rodrigo Garcia Gonzalez and Pierre Paslier, who were then Innovation Design Engineering students, Notpla aims to shift global habits away from single-use plastics towards more sustainable alternatives. Their material, aptly named “Notpla”—short for “not plastic”—looks like plastic but breaks down completely within four to six weeks of composting at home.
The company’s flagship product, Ooho, is a small pouch crafted from Notpla. These pouches were a hit at the 2019 London Marathon, where they provided runners with quick, hydrating shots of Lucozade without any waste.
Ooho pouches are perfect for replacing the small, flexible packaging commonly used for takeaway food and beverages that typically have low recycling rates. These tasteless, edible sachets can be easily consumed after use or composted, leaving no trace in the environment. Notpla has expanded this technology to include sachets for a variety of liquids, such as toothpaste, coffee and sunscreen, further reducing the ecological footprint of everyday products.
3. Vericool: Cool and compostable
Image from Vericool
Vericool, launched by Darrell Jobe in 2015 in Livermore, California, is on a mission to cool things down the eco-friendly way. This innovative startup produces plant-based insulating packaging materials designed to replace styrofoam for businesses needing to ship items at cool temperatures and for consumers seeking sustainable cold storage solutions.
Crafted from 100% recycled paper fibers and other plant-based materials, Vericool’s packaging excels at keeping the inside cool without letting the outside heat in, ensuring perishable goods stay at the right temperature throughout transport. Unlike styrofoam, which degrades slowly and can leach harmful chemicals into water sources, Vericool’s insulation is both recyclable and compostable. It can safely dissolve in water once its moisture barrier is removed, offering a sustainable alternative that minimizes environmental harm.
Vericool’s lineup includes various options like the Vericooler for retail, VC Plus for healthcare, VC III for water-resistant needs, VC Fusion for extended thermal protection up to 96 hours and VC Fiber for insulation from recycled paper, catering to diverse industry requirements while prioritizing eco-friendliness.
4. Twiice: Sweet sustainability
Image from Twiice’s website
Founded by Jamie Cashmore, his wife Simone, his father Stephen and Stephen’s wife Theresa in 2017, Twiice is a family-driven startup from New Zealand that makes edible coffee cups. The idea for this innovative company was planted during a family swim in 2015 when Simone suggested making edible coffee cups to cut down on waste. What started as a kitchen experiment soon grew into a revolutionary answer to New Zealand’s 290 million discarded coffee cups each year.
Twiice cups are crafted from simple, natural ingredients like wheat flour, sugar, egg, and vanilla, and they taste just like vanilla cookies. These cups stay crisp even when filled with hot coffee and can contain water for up to 24 hours without losing their shape. Free from added preservatives, flavors or colors, these cups naturally decompose—or you can just nibble it when you’re done with the coffee inside—leaving no waste behind.
Currently, Twiice offers these innovative cups in classic vanilla and rich chocolate flavors, available in various bundle sizes starting from ten. During special times of the year, they introduce limited editions like marbled vanilla and berry for Mother’s Day and Hot Cross Bun flavor during Easter, adding a festive twist to your sustainable sipping.
Wrapping up
With their unique, eco-friendly offerings, these four innovative startups are carving paths to sustainability and making it easier for all of us to embark on a greener lifestyle. If you’re wondering where to start, these companies provide practical, innovative options to kickstart your journey toward eco-conscious living.
Ultimately, no innovation, no matter how sustainable or creative, would make a difference if the consumer mindset refuses to change. The core message here is straightforward: real change starts with us, the consumers. Even small adjustments in our daily choices, such as opting for sustainable alternatives and putting the planet’s health first, can make a significant impact.
Also read:
- Threads of Social Change: Meet These 5 Indian Fashion Brands Championing Sustainability and Inclusivity
- Push for Sustainability in the Beauty Industry
- Cleantech Innovations: Pioneering Startups Shaping the Future of Sustainability
Header Image from Freepik
