This Startup Shows That Tackling the Plastic Crisis May Not Be a Stretch

Great Wrap aims to be a plug-and-play replacement for film wraps for both home and business. It replaces petroleum-based films with a bio-based waste product that, unlike most other bio-based polymers, completely decomposes in within three months.

The problem of plastic pollution has now permeated the mainstream consciousness;
we even have a whole

dedicated to increasing awareness and action to eliminate it. Corporates
continue to band

to try and clean up their collective
but a lot of the most promising solutions are coming from startups and
grassroots efforts — with innovators from
finding success applying their own approaches to solving materials and pollution
challenges around the world.

Another one poised to make its mark is Australia’s Great
, which has developed a fully compostable stretch
wrap made from potato waste — addressing several of our most intractable
challenges (plastic waste, food

and soil
in one go.

Founded by husband-and-wife duo Julia and Jordy Kay — who come from
architecture and winemaking backgrounds, respectively — the vision for Great
Wrap arose when the couple recognized the sheer impact plastic waste was having
on the land.

Great Wrap recently launched with a household cling wrap and industrial-grade
pallet wrap in Australia; the company just launched the consumer version in the
US in August, to help households minimize petro-plastic use and promote
composting at home. In July, the company closed an $11 million round of Series
A funding

Great Wrap aims to be a plug-and-play replacement for film wraps for both home
and business. It replaces petroleum with a bio-based waste product that, unlike
most other bio-based polymers out there, completely decomposes in a backyard
compost bin within three months. The Great Wrap team envisions a petro-plastic
free world within ten years, starting with a major contributor to plastic
pollution: pallet wrap.

As Julia points out: “Every single object in the room around you at one point
was wrapped in petroleum-based plastic.”

Planting local roots

The cling wrap is currently made from Australian-sourced cooking oil and potato
waste, and imported tapioca and cassava. Great Wrap now also has a direct
relationship with a US potato company and a biopolymer supplier in Thailand,
which has since become an investor.

The company recently

into a 12,000-sqm facility in Tullamarine, Australia, which has the capacity
to produce 30,000 metric tons of compostable stretch wrap by 2030. The move to
the larger facility is phase one of a transition to total vertical integration —
allowing Great Wrap to source, process and produce its compostable wrap from
local Australian food waste alone, drastically cutting shipping-related
emissions from imported products. Phase two involves the construction of a new
biorefinery to scale production, as well as the launch of a direct-to-consumer product and an additional manufacturing facility in the United States.

Polyhydroxyalkanoates: The holy grail of bio-based materials science

Bio-based plastics are a positive step, but they are problematic in one key
aspect: They are too chemically similar to fossil-based
which makes biodegradability and recycling a

“There are bioplastics that perform just like plastic — but they perform the
same in the environment, as well,” Jordy explains.

For the Kays and many others,
(PHA) could be the answer.

PHAs are a large and ever-growing group of biopolymers derived from bacteria
that can be used to create many different types of
Most importantly, PHA is completely biodegradable in most environments, making
it a more attractive replacement for single-use plastics. PHAs enable a complete
closed-loop system, resulting in minimal impact on the environment; and if they
fall out of the loop and enter the soil or water, they completely compost within
months into safe, soil-building

Though PHA doesn’t have the ROI chops yet to take the market by storm, Great
Wrap and a slew of other companies are convinced it’s
only a matter of time before the biopolymer takes center stage in the
materials-science world. Until that day, the Kays are rolling out their existing
compostable, thermoplastic wrap to help warm people to the idea of compostable

Great Wrap’s current compostable wrap product is a beachhead for the end-goal of
PHA ubiquity. The Kays say they will continue to use potato waste as a feedstock
for PHA as they scale but will expand to other feedstocks to meet growing demand
for PHA. This could include seaweed, biowastes, wastewater and forestry waste.

Potential aside, PHA is no panacea. It’s not commercially feasible in widespread
markets (yet); and although PHA eventually decomposes nearly everywhere,
decomposition rate depends on thickness, density and other factors such as soil
or water type and temperature. What’s more, some applications may require added
fillers, compromising PHA’s ability to completely break apart in the

“There will still be challenges faced as PHA scales on making those thicker
plastics; and that’s why recycling is always going to play a role,” Jordy said.
“There’s still a lot of work that has to be done.”

Crisis averted: Rethinking the role of plastic

Great Wrap’s existing compostable, thermoplastic and PHA ambitions are a great
step; but the Kays admit Great Wrap can’t singlehandedly solve the plastic
crisis. To do that, there must be a shift in the public’s relationship with
plastic — from a single-use to a closed-loop

The holy grail doesn’t have to be within reach in order to start clearing a
space for it: The Kays say they went to market before fully developing their PHA
line because people need to shift their perceptions of plastic now, and Great
Wrap can start this shift by proving the concept with a fully biodegradable
plastic wrap.

In the meantime, Great Wrap is building demand through education and D2C
outreach; and pilot trials with Australia’s largest supermarket and a burger
chain are underway. The company’s key strategy is building out the demand
pipeline along with R&D, helping to build a receptive market once products hit
the shelves.

With PHA and other truly compostable biopolymers, plastic can theoretically
offer net-positive benefits to people and planet — such as emissions avoidance
from fossil feedstocks kept in the ground and food waste diverted from landfills
and into biopolymers.

Great Wrap’s current and future products hold great value not just from an
emissions-avoidance standpoint (less food

in landfills = fewer climate-changing methane emissions), but also for its
potential to build soil organic

“Composting and returning that carbon matter to the soil has a deep and profound
impact on climate change,” Jordy said.

Critically important to rapidly scaling Great Wrap is its plug-and-play
capability: companies don’t have to change infrastructure or practices to make
the switch from petroleum-based films. And Great Wrap’s evolving B2B take-back
program will help ensure its film goes back to the soil or is recycled. And even
if the film escapes into the environment, it will biodegrade within months.

The Kays foresee a time when a new business ecosystem emerges, plying its
capital to create satisfactory replacements for fossil plastics — ones readily
compostable in the land and sea.

“This will come in time, with each successive commercial success of businesses
such as ours,” Julia said. “You can’t do this at a competitive rate on a small
scale. There has to be mass-market adoption, so we can see some really great
products and innovation in PHA at a large scale.”

As more and more governments, C-suites, boards and shareholders resolve to
phase out virgin fossil
companies such as Great Wrap hope to be a bridge to an ever-expanding array of
options of completely biodegradable biopolymers.

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