10/07/2026
Recycling has a role to play.
But it is not the full answer.
Every day, our teams sort through the reality of single-use plastic. Some of it can be recycled. A lot of it cannot. Some of it has already been in the river too long. Some of it is made in a way that makes recovery difficult from the start.
That is why The Litterboom Project focuses on upstream interception, education, innovation and system change.
We need better waste systems.
We need producers to take responsibility.
We need packaging that is designed with its full life in mind.
And yes, we also need everyday choices that reduce demand for unnecessary plastic.
Plastic Free July is not about guilt.
It is about looking honestly at the scale of the problem and choosing action that goes further than the bin.