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  • Will Cutteridge

Why I’m Excited About Plastic

Updated: Mar 25


When exploring my ideas for this business with friends and family, a common viewpoint would surface. The previous generations have messed this up, and left us with a destroyed eco-system. I believe that’s an unfair standpoint.


Maya Angelou, an American Poet said humans have the responsibility to ‘do the best you can until you know better. Then when you know better, do better’. In the 60s, as plastic materials were gaining in popularity it was marketed as a ‘miracle’ ‘disposable’ material, with multiple purposes and uses.


Every generation faces unique issues related to their society, and it is that generations challenge to tackle those issues so we can evolve and progress as a human race. Bouncing back from a 7 year world war in the late 1940s into the 50s. The World Wide Web launch in 1989 caused a drastic shift in the way we interact and communicate, it represented a huge generational challenge to adapt to a new rapidly developing industry. These are just two that spring to mind. Well plastic is one of our challenges, and it is our mission to solve it.


Now, just to be clear, I am not one of those cantankerous turtle saving eco junkies. For those who’ve met me, that’s really not my persona. My intention here is not to make you feel guilty or responsible for the plastic crisis, my intention is to get you as excited as I am about the opportunities that plastic represents. The environment is a core fundamental of our existence, and the opportunity to create a more diverse marine environment, a sustainable eco-system, and a functional, practical, circular plastics economy generating thousands of jobs for the country, that really excites me, and I hope it will really excite you too.


So, although we have created a monster, we did not know better at the time. Now however, we do know better, so lets do better. And that’s where Zeroo was born.

Thank you for reading, I hope you enjoyed this post. If you’re interested in finding out more about Zeroo please follow our social media pages linked in the top right hand corner of our website, and sign up for email updates at the bottom.


‘The British are an ambitious people – it is time we made the most of this. The UK is already a world leader in material and recycling technology and with ongoing innovation, research and development we can transition from exporting our plastic problem to exporting home-grown solutions’.


‘Policy Connect, Plastic Packaging Plan, Achieving Zero Waste Exports. January 2019’.



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