Life in Plastic

CleanHub

The interview podcast with and for circular economy practitioners, waste managers, material scientists. This is about the lessons learned from driving a more circular future.

  1. 21 May

    How to Build A Food Brand In 2026, Mike Fata?

    Sustainability vs. Quality: A Masterclass in CPG Strategy with Mike FataIn this episode, we sit down with legendary health food entrepreneur Mike Fata to explore the evolving landscape of sustainability, wellness, and consumer packaged goods (CPG) in 2026.With nearly three decades of experience pioneering the organic space, Mike shares his unique insights on why a "great product" must always precede a "green initiative" for a brand to truly survive.We dive deep into the sustainability paradox: how do modern brands balance authentic environmental stewardship with high product standards and the ever-present threat of greenwashing? Mike breaks down his investment thesis and the critical importance of "founder-product fit" over simply chasing market trends.Key Takeaways from This Episode:Product First, Planet Second: Why taste and quality are the ultimate non-negotiables in the food industry.The 2026 Sustainability Shift: Moving from "nice-to-have" early adopter features to "need-to-have" mainstream requirements.Navigating the Greenwashing Trap: How transparency and honest storytelling are the best defenses against being "cancelled".The Innovation Blueprint: Strategies for cleaning up food labels, changing form factors (like the success of gummies), and innovating for the modern consumer.Founder-Product Fit: Why the most successful brands are an authentic expression of their founder’s personal journey and values.Personal Growth as Business Growth: How focusing on fundamentals like sleep, nutrition, and mindfulness allows you to show up as your best self for your business.Whether you are an aspiring entrepreneur, a CPG veteran, or a conscious consumer, this episode offers a masterclass in building a brand that is both successful and socially responsible.Don't forget to subscribe to our channel for more episodes on the future of sustainable business.

    37 min
  2. 13 May

    PPWR Explained: What Changes For Brands & Producers Neirin Jones?

    The Packaging and Packaging Waste Regulation (PPWR) is a groundbreaking, first-of-its-kind regulation in the European Union that is set to fundamentally change the packaging industry globally. In this episode, we sit down with industry expert Neirin Jones to discuss how this law impacts brands, producers, and retailers both inside and outside the EU. What You’ll Learn: The Shift from Directive to Regulation: Unlike previous directives that allowed for individual interpretation by member states, the PPWR is a harmonized law that applies uniformly across the entire EU. Beyond EPR: While Extended Producer Responsibility (EPR) focuses on downstream waste management, the PPWR targets the upstream value chain, including product design, recyclability, and the use of minimum recycled content. New Compliance Standards: Learn why businesses can no longer "pay their way out" of compliance and must instead focus on removing "forever chemicals" (PFAS) and ensuring packaging is recyclable at scale. Critical Deadlines: Understand the transition period ending on August 12, 2026, by which time companies must be fully compliant with new standards or risk severe penalties and sales bans. Global Supply Chain Impact: How international manufacturers and recyclers—from China to India—must adapt to meet strict EU supply chain due diligence and recycled content targets. Actionable Next Steps: Expert Neirin's advice on conducting a product portfolio stock-take, finding the right data management partners, and utilizing AI to navigate complex regulatory requirements. Whether you are a B2C brand owner, a manufacturer, or an international distributor, this episode provides the essential roadmap for navigating the new era of circular economy regulations in Europe. Connect with Neirin Jones: LinkedIn: linkedin.com/in/neirinjones/ Email: neirin@rainbow.ventures Company: Rainbow Ventures, a venture studio building circular economy innovations.

    40 min
  3. 6 May

    The Largest Plastic Pollution Initiative (You Probably Haven't Heard About) | Inside GPAP

    Tackling Plastic Pollution at a Global Scale | Clemence Schmid on GPAPIn this episode, we dive into the Global Plastic Action Partnership (GPAP), the world’s largest initiative tackling plastic pollution, currently covering 20% of the global population. Convened by the World Economic Forum, GPAP brings together governments, the private sector, academia, and civil society to create actionable national roadmaps and drive global solutions, including the ongoing negotiations for a global plastic treaty.GuestClemence Schmid shares her insights from working across multinational corporations, startups, and multistakeholder platforms, offering lessons on scaling operations, innovation, and implementing circular economy principles.In this episode, you’ll learn about:How GPAP uses evidence-based mapping to track plastic flow from production to end-of-lifeThe power of multi-stakeholder collaboration to drive systemic changeChallenges in including smaller, local businesses in global initiativesHow circular economy strategies turn waste into economic opportunityThe current status of the global plastic treaty and what’s next for 2026–2027Why it matters: GPAP not only helps prevent plastic from polluting oceans and landscapes—it also fosters local industry, creates jobs, and strengthens resilient supply chains worldwide.Resources & links mentioned in the episode:World Economic Forum; Global Plastic Action PartnershipIntergovernmental Negotiating Committee (INC) for a global plastic treatyDon’t forget to subscribe for more conversations on plastic pollution, circular economy, and global sustainability initiatives!#PlasticPollution #GPAP #CircularEconomy #Sustainability #OceanConservation #PlasticFree #GlobalPlasticAction #WasteManagement #ClimateAction #SustainableBusiness

    33 min
  4. 29 Apr

    How to Communicate Your Sustainability Message | Marketing Advisor Thomas Kolster Explains

    Every brand spent the last decade claiming they were saving the planet. Consumers stopped believing them. Long story short: Consumer trust in sustainability messaging is at an all-time low. After a decade of brands positioning themselves as planet-savers, greenwashing scandals, and purpose claims that didn't hold up to scrutiny, most consumers have tuned out and most brands have followed by going quiet. But the problems haven't gone away. The regulations are still coming. The plastic is still in the oceans. And the brands that figure out how to communicate authentically right now will have the space almost entirely to themselves. In this episode of Life in Plastic, host Joel Tasche sits down with Thomas Kolster, author of 'The Hero Trap' and one of the earliest voices to call the sustainability backlash before it hit. Together they dig into why purpose-led marketing failed, what brands in the CPG and consumer goods space should be saying instead, and why 2026 might be the best moment in years to establish your brand as a credible voice in this space. What you'll learn in this episode: - Why "purpose-led" marketing eroded consumer trust and what the Hero Trap actually is - The 39% gap between sustainable intent and purchase behavior, and how to close it - Why marketing and sustainability operate like two different planets and how to bridge them - The one question every brand needs to answer before communicating their impact - Why most of your competitors going silent right now is the biggest opening you've had in years - How to shift from "look at what we're doing" to "here's who we can help you become" About Thomas Kolster Thomas Kolster is a Copenhagen-based marketing activist, author, and speaker who has spent two decades working at the intersection of sustainability and brand strategy. He is the author of Goodvertising and The Hero Trap, and has advised brands, nonprofits, and governments across more than 60 countries. He is widely recognized as one of the first voices to publicly challenge the purpose-washing trend in mainstream marketing.

    48 min
  5. 15 Apr

    One Packaging Law Could Get You Banned From Selling in California with Caroline Deloach

    Sustainable Packaging Explained: EPR, Consumer Behavior & The Future of Packaging What does truly sustainable packaging look like, and why is it so complicated? In this episode, we sit down with Caroline Deloach, Director of Sustainability at Atlantic Packaging, to unpack the reality behind plastic, recycling, and the future of packaging in the U.S. From the “say-do gap” in consumer behavior to the rise of Extended Producer Responsibility (EPR) laws, this conversation breaks down the trade-offs, challenges, and real solutions shaping the packaging industry today. 💡 What You’ll Learn in This Episode: Why sustainable packaging depends on the specific use case (especially in food)The truth behind the “say-do gap”—why consumers say one thing but buy anotherWhy there is no silver bullet material (and the trade-offs of plastic vs. paper)The challenges of compostable packaging and limited infrastructureHow Extended Producer Responsibility (EPR) is transforming the industryWhy brands may face fines up to $25,000/day for non-complianceWhich U.S. states are already implementing EPR lawsHow companies like Atlantic Packaging are driving real, practical change 🌊 Why This Matters Packaging sits at the center of the plastic pollution crisis, but solving it isn’t as simple as switching materials. This episode dives into the economic, environmental, and behavioral realities behind packaging decisions, and what it will take to move toward a circular economy. 🔔 Subscribe for more conversations on sustainability, plastic pollution, circular economy, and real-world solutions.

    59 min

About

The interview podcast with and for circular economy practitioners, waste managers, material scientists. This is about the lessons learned from driving a more circular future.