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Reusable packaging startup Algramo is going from strength to strength, and we hear from Brian Bauer and Chris Baker on why customers in Chile, the US and the UK are buying into this.
Algramo’s founder, Jose Manuel Moller, came up with a brilliant idea for reusable packaging to help what he called the poverty tax, paid by people who shopped at convenience stores. Those small, local stores sell everyday groceries and household staples, but often in small format packages. That means people often paid around 40% more, per gram or per litre, for the same product they could buy in a bigger format in a supermarket.
In the last couple of years, Algramo has gone from strength to strength, and has started a trial in the UK with Lidl, a German international discount retail chain that operates over 11,000 stores across Europe and the United States.
Algramo is working with Nestle, Unilever, and Walmart in the US, and launched a user-app in 2022. It’s also won several big awards, including the Most Innovative Reuse Company for Consumer Packaging Goods, at the 2022 Reusies awards.
We hear about the Lidl trial, a new project for ‘on the go’ reusable packaging, and hear about innovative packaging and dispensers for liquid home care products. We’ll learn more about what motivates customers to choose reuse, and how reuse rates improve as the new concept becomes ‘normalised’. We also discuss the potential for gamification, and how that could help popularise reuse.
Podcast host Catherine Weetman helps businesses use circular, regenerative and fair solutions to do better, with less.
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Read on for more on our guest and links to the people, organisations and other resources we mention.
Links we mention in the episode:
- Chris Baker on LinkedIn https://www.linkedin.com/in/chris-baker-9525966/
- Brian Bauer on LinkedIn https://www.linkedin.com/in/brian-bauer-chile/
- Brian Bauer’s email brian@algramo.com
- Algramo UK – https://uk.algramo.com/
- Lidl Refill – https://www.lidl.co.uk/about-us/lidl-changes-for-the-better/refill
- Algramo’s ReUsies 2022 award https://www.thereusies.org/reusies-2022
- Collaborative Advantage by Paul Skinner https://www.hachette.co.uk/titles/paul-skinner/collaborative-advantage/9781408710746/ (who is now at Marketing Kind https://www.marketingkind.org/ )
- Algramo’s Brian Bauer’s first appearance on the podcast, back in Ep 42 https://www.rethinkglobal.info/episode-42-brian-bauer-of-algramo/
- Episode 17 with Nancy Bokken, co-founder of Homie pay-per-use home appliances https://www.rethinkglobal.info/episode-17-nancy-bocken-of-homie/
Guest bios
Chris Baker is the UK Country Manager at Algramo, a technology-led refill platform enabling consumers to purchase the amount of product they want at an affordable price. Chris launched Algramo UK in partnership with Lidl GB.
Prior to Algramo Chris was General Manager at KeepCup, known worldwide for its bright, bold and instantly recognisable reusable cups. Chris was responsible for all functions, focused on delivering low impact, socially responsible products that are fit for purpose, and challenge how we think about consumption.
Chris was a founding member of TerraCycle Europe – global leaders in ‘recycling the non-recyclable’ and one of the fastest growing environmental companies in the world. As a disrupter in the recycling world for nearly a decade, Chris has in-depth knowledge of the issues faced by the industry and understands the urgent need to reduce consumption.
Previously, Chris worked on sustainable packaging for food giant Kraft Foods, building on experience in product design, manufacturing and packaging technology.
Brian Bauer is able to move between academia where he co-instructed an Applied Circular Economics course at Harvard for 4 years and the startup world where he leads Circular Economy & Institutional Partnerships at Algramo.
He applies his knowledge in sustainability, technology & policy into creating value by leveraging the circular economy movement into business model innovation.
He connects a network of experts keen to collaborate on innovative upstream waste management solutions. He is keen to explore how plastic packaging can be used in a circular manner that provides the benefits of plastic, without the impacts of mismanaged plastic waste.
He is proud to have had his proposals win Algramo: Top Idea in the Ellen MacArthur Foundation’s $1 Million Circular Design Challenge, MIT Solve Circular Economy Challenge, and First place in the National Geographic’s Ocean Plastic Innovation Challenge.
If you are interested in collaborating: brian@algramo.com
Interview Transcript
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