Green Startup CleanHub Fights Ocean Plastic Together with Brands — Founder Interview
- Juan Diego Parra Castillo
- 2 days ago
- 23 min read
This blog post first appeared first on old medium publication (https://medium.com/startuprad-io), and was moved to this blog with the relaunch of our website in summer 2024.
This article is part of our coverage of Startuprad.io Knowledge Graph: The DACH Startup Ecosystem.
Executive Summary
This blog post first appeared first on old medium publication (https://medium.
Meet Joel Tasche, CEO, and Founder of CleanHub, a green startup on a mission to fight ocean plastic pollution.
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This blog post first appeared first on old medium publication (https://medium.com/startuprad-io), and was moved to this blog with the relaunch of our website in summer 2024.
Executive Summary
Meet Joel Tasche, CEO, and Founder of CleanHub, a green startup on a mission to fight ocean plastic pollution. They enter partnerships with brands to remove plastic waste. They use the proceeds to collect plastic waste in areas, that don’t have waste management systems in place. So this plastic is not ending up in the ocean. Hear about the company’s approach to helping save the planet and what positions they are looking to fill.
“Currently we are pumping anywhere from 11 to 14 million metric tons into the oceans”Joel Tasche, Founder and CEO of Cleanhub
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The Video Interview is set to go live on Thursday, November 17th, 2022 at 15.00 CET
“I attended many conferences in my research time and encountered, what I call many shades of green.”Joel Tasche Founder and CEO of Cleanhub
The Audio Interview
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The Founder
Joel Tasche (https://www.linkedin.com/in/joeltasche/) is the CEO and founder of Cleanhub (https://www.cleanhub.com/), a startup that is working to reduce ocean plastic pollution. Tasche has always enjoyed nature, growing up on Lake Constanz and close to the Alps. He is also an avid surfer, which is why he decided to spend a semester in Hawaii during his bachelor’s degree. He pursued his master’s at HTW Dresden but enjoyed his internship so much that he stayed in business, instead of returning to finish his master’s.
While surfing and hiking in Indonesia, Tasche was horrified by the amount of plastic pollution he saw in the ocean. He realized that he needed to do something to preserve beautiful nature and restrain plastic waste. This led him to a one-year research phase, after leaving his corporate job. Eventually, he founded Cleanhub with the goal of reducing ocean plastic pollution. Cleanhub is working on innovative ways to reduce ocean plastic pollution, and Tasche is hopeful that they will be able to make a significant impact.
The Startup
Ocean pollution has become a major problem in recent years, as the amount of plastic waste that ends up in the ocean continues to increase. According to some estimates, there may be more than 5 trillion pieces of plastic debris floating in the ocean, and this debris is having a devastating impact on marine life. Cleanhub (https://www.cleanhub.com/) is a green startup that is working to tackle this problem, in partnership with brands. The company was founded by Joel Tasche, who was inspired to take action after seeing the impact of ocean pollution firsthand. While Tasche initially focused his efforts on improving the German waste management system, he quickly realized that this would not make the impact he desired. After receiving a message from a friend in India, Tasche shifted his focus to regions where waste management systems are lacking. Through its partnerships with brands, Cleanhub collects and recycles plastic waste, helping to reduce ocean pollution and protect marine life.
He came up with the idea to have brands pay Cleanhub to collect and recycle plastic waste, equal to or in excess of what they are putting in the environment. Many areas in the world don’t have a waste management system. Cleanup provides waste management services in certain coastal areas of India and Indonesia in order to remove plastic waste.
Venture Capital Funding
Cleanhub has raised 4 m Euros so far. The investors include Übermorgen Ventures, 468 Capital, Pirate Capital, the Heilemann Brothers, and Lakestar, which lead the seed round. There are also 4 business angels invested.
They are open to talking to new investors.
Cleanhub is hiring
You can learn more about their open positions here:
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The Interviewer
This interview was conducted by Jörn “Joe” Menninger, startup scout, founder, and host of Startuprad.io. Reach out to him:
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All Links and Show Notes
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Topics Discussed in this Interview
In this interview we are talking about recycling, brands, branding, pastic, plastic waste, ocean waste, trash, green startup, sustainable startups, green tech, sustainable economy, sustainable development, recycling, land fill, plastic recycling, oceans, cleaning oceans, ocean cleanup
Automated Transcript
[0:00] Music.
[0:19] Hello and welcome everybody this is Joe from startuprad.io your startup podcast and need to block from Germany Austria and Switzerland as well as the founder of the world’s firstTech entrepreneurship radio code startup dot radio today I have a green startup here with me and its founder Joel hey how you doing.Hi Joe great thanks a lot and thanks a lot for having me probably my pleasure we may add that you’re in front of applique white wall because you didn’t know this till he do not blur the background so we had sexual.To improvise just a tiny video recording location,nonetheless I’m very happy to have you hereand as we said you found it a green startup but as always I’ve been digging a little bit through your CV and we talked about a month before the recording so I have some time for a little bit of preparation and I found you,really cleaned up your profile sins and there is barely anything on your LinkedIn profile but I know from other sources thatit’s your love for the environment with mainly due to Growing Up what we call in German bodensee Germany’s largest lake lake Constance that we actually share a little bit with Switzerland.
[1:43] Exactly Switzerland and Austria it’s the attack tiny bit of Austria right tiny bit of Austria and depending on how you see the German federal states we shared with bavaria’s was.Yeah okay so very interesting International multicultural region of.Oh yeah that’s hot can you tell us a little bit about that because I know you went sailing skiing and all that stuff there.Yes basically I always say Lake Constance is the perfect area to grow up until you’re 15 and then starting at 40 again I think that’s,the perfect way to describe it it was an absolute privilege going up there because,in the summertime you had the lake to play with where you can go swimming sailing whatever water skiing and in Winter you have the Swiss and the Austrian Alps right in front of your door so I was able to ski a lot soit’s just a very happy and privileged childhood of you if you spend most of your time outside in that builds.A certain passion I think also for for nature and this is what also was one of the core drivers for me starting the company that we started.But first you went to University you studied in payment castle and Switzerland and you did semesters abroad right.
[3:07] Yes I studied Intercultural management and communication one of those new new era.
[3:16] Programs that would say andthe the reason why I particularly chose that University I have to admit as I started surfing when I was 18 and was super hooked on it spendingcouple of weeks in Costa Rica learning Spanish but actually mostly learning how to surf and I saw that this University in cards were.Had enough.Partner University in Hawaii and say okay it’s bit and yeah I got to spend a full semester at HP you in on Wahoo in,bye Kiki for Honolulu and I would say it was one of the happiest six month of my life and again nature played a big role.I think there’s very few places on Earth where people value their surroundings as much as as on Hawaii.
[4:14] Sounds good and actually did you do a lot of studying while you were there.He’s smiling his smile I II got the dean’s list of what maybe we’ll leave it with that know it’s like.It was it was a good lifestyle I have to admit University wasn’t super difficult to be to be honest.And the waves are mostly good as well so you got to serve two three four hours every day and then mixing University.
[4:49] It was a good time and no encounter with sharks.
[4:56] Note that yes like no yes surfing but I did my diamonds licensed as well so I saw reef sharks and,in Maui when we went snorkeling with dolphins and on the way there we saw a big tiger shark swimming by.Majestic creatures I wish I wish they would be protected a bit more and from all of that he eventually got your degree and he started up.In vero’s a bit beasts ass.Company that actually manages all the cars company owns right.
[5:35] EXO he did the there was one more stop on the path so I did my bachelor’s in cars were and then I started my master degree in Burleson at htwKristen an international business and part of that program was again a semester abroad which was for me personally in Tel Aviv in Israeland we also had to do inan internship and that’s the internship that I didn’t Switzerland with a company called areas of RiosFleet management software there was at seed stage Lake Star portfolio company notion joint during series A.I got so much responsibility during my internship that I said it’s like why why go back to University your path starts here so I actually never finished my master’s degree.Even though I was almost done but decided to stay in the startup ecosystem and said look if anyone will ever ask me.If I finish my Master’s Degree and that’s the reason for them not to hire me than I know that this is not the right spot for to work for me anyway because I kind of like blood.Startup ecosystem where performance counted much more than your.
[6:49] Yeah whatever universities you attended right then that’s actually one of the reasons why my LinkedIn profile is so so clean because I personally don’t care not where people went to University who they areas long as they love what they’re doing in this long as they really want to drive the company forward and yeah let’s,bit my my personal perspective on that I see so basically as is that you really enjoyed your time there at the Fleet Management Company would have been your next steps and how did youget the idea of setting up clean hop admittedly in the first momentI don’t know for whatever I got the a cessation but for whatever reason I first when I heard the name I first pictured you as a competitor of it Farm.
[7:42] No completely different completely different topic even though I love what in Farmers doing very very necessary solution and great solution we are.In a completely different topic it’s basically a bit of wordplay with cleanup.And cleanhub for us is justbasically an independent waste management company that runs really good operations and we want to build as many of those as possible to stop plastic from entering the oceans but.More on that later I think the the way how I got there is the CEO of my previous or of every usunder your Splendor he came from the recycling industry he grew up in a family business.M of wood recycling actually and I had the passion for the outdoors and for surfing and all that so already in 2010 I got in touch with plastic pollution quite literally because if you go surfing in Indonesia or whateveryou willat some point be confronted with plastic pollution doesn’t matter if you climb up a volcano or if you go to the beach plastic pollution is everywhere and there was always something that bothered me because.
[8:56] You know we have such a beautiful planet and at the same time we’re we’re trashing it and there was this Miss balance that I wanted to solve and I got more and more into the topic of circular economy because,you know we as humankind have to ask ourselves how can we maintain life on this planet.
[9:17] And actually provide resources for all the eight billion consumers that kind of want to live on the same level of privilege that I grew up with right and my eyes what I quickly learned is that.The Only Way Forward is basically the circular economy.
[9:35] Because that means that we can just reuse the resources that we already dug up or that are already around again and again and again and I find that concept really really fascinating and for me I.In that intersection I saw the massive opportunity to solve a global issue.While building very very successful company and when these two things come together I believe they did great things are possible and so yeah a lot of influence from the from the past job of how to grow a company Maceo thenew the recycling industry well my passion for the outdoors my passion for solving plastic pollution and all these things came together and just felt very natural to me and this isthen what made me decide to quit the company and start a year-long research phase Fork what is now clean up ICC and.Can you tell us a little bit about this research face you’ve been talking about how you actually formed you idea.
[10:39] Yeah absolutely so I left the company and I said I want to find a solution to scalable solution for plastic pollution,I did not know at the time what that it’s going to look like how to find instead is it going to be an NGO is it going to be a for-profit organization is it going to be venture-backed company I was just curious to understand why.We have plastic pollution and started attending different conferences from all different how I call it shades of green so I went to Cradle to cradle conference which basically it’s.I think an amazing concept where everything is designed in a way that it can be reused again basically a world without waste.Still a long way to go but the concept itself is great I also went to theexact opposite to the waste-to-energy lobby in Brussels which is all aboutin the end burning waste for energy which currently has a place in the in the economybut I saw the full spectrum I spoke to a lot of entrepreneurs that are running waste management companies themselves because I wanted to understand what are the economics of the market.
[11:48] And after the first six months sometime in June.I had this little dip in my journey where I was a bit frustrated because I couldn’t reallyput all the threats together and thought okay if you make the German Waste Management one percent better you didn’t really move the needle on what you initially set out to do and it was at that time when a friend from India sent me WhatsApp.With an image and says okay I know that you’re looking into waste you should come to India the government is dumping waste on my on my landthey own a couple of rice fields and sent me this horrible picture of an open dump there was on fire massive smoke going into the air as I and it sounds interesting so two days later I
was on a plane to India.
[12:36] And repeated the full research they’re my two co-founders joint couple of days later as well and that kicked off.Basically the Sprint was the solution which is now cleaned up so spend a couple of month in India and Sri Lanka.And repeated the entire research that edit in Germany and that way was able to put the two systems against each other right and see what works well in Europe what doesn’t work well in Europe what works well in Asia and what doesn’t work well thereand step by step we got closer to the solution it took us the but very happy that we had that year.
[13:19] All good things take time I know in in in talking about a recyclable materials I just want topoint out you really well-defined the circular economy basically it’s,without throwing trash away so everything gets recycled one way or another very interesting idea and I do believe we’re quite a wayfrom this yet and when you talked about avoiding plastic waste you talked about upstream and downstream Solutions can you tell us a little bit about this in order to like pinpoint you in this chain.The Upstream Solutions are ways how Brands can actually minimize the use of plastic or make the design ofthe plastic packaging more circular so make it easier to design or phase out plastic completely in certain applications and kind of reinvent the business model of what you’re doingfor example through refill models for example by kind of.
[14:24] You know taking all the moisture out of washing detergent so that you have a pure tap so you have less packaging around it and if you put it back into water that it basically turns into.Into a full bottle of of washing detergent these are just examples of things that you can do Upstream to either put less packaging material into the system or that you reinvented the business model that no packaging is needed or that the packaging can be reused againright but then you have down seem Solutions and downstream Solutions describe those where.It’s about what do I do with the waste that entered the system right because even if.We would find the perfect way to package Goods Etc.
[15:15] There would still be wasting the system to some degree that needs to be collected and then put back into into the cycle right.If it makes sense and this entire collection sorting and putting their back into the economy this is what we call Downstream Solutions so everything that happens after the consumer.
[15:36] Consume the product is Downstream solution everything that happens before the consumer consumes the product up Upstream Solutions and we need both to fix the problem and both parties need to talk to each other to make a circular economy happen,and you working as a downstream solution and.
[15:57] Basically we will get to what you’re actually doing in detail here basicallybrands are paying you to remove approximately the amount of plastic they bring into the environmentwith their product and they paying you to remove trash and I was wondering where does the trash actually come from because you said in some countries they’re goodtrash disposal organizations in other ones they’re totally not what are you guys doing there.Yes so it is estimated that until2042 billion consumers will not be connected to Waste Management Services which means they still consume right they produce all the waste in the end of his of a standard consumer and.The waste haulers just never show up to pick to pick up your waist nobody comes and what people do is dump the waste on the street put it on fire under the Open Sky so.
[17:00] Because you still produce the waste in the needs to go somewhere you can’t just put it in your living room and have it sit there until you die so they want to get rid of the waste and they either dump it into River or as I mentioned burn itor bury it somewhere but it’s not properly handled and that is obviously a massive problem in this is where ocean plastic.Fights majority also comes from it because waste is not collected in many parts of the world and.
[17:30] That’s something that’s very easy to solve because we already know how to do that we know from Europe how waste has to be treated we know that from the US.So the first step to make sure that to prevent plastic pollution is to pick it up from a household in the first place.
[17:50] Well those households yes we currently operate in the coastal areas of India andIndonesia we just started a project income Cambodia we did pilots in Brazil we did pilots in Tanzania we did pilots in Angola,the system that we’ve built works everywhere because what it does it gives local waste organizations the chanceto show to the world that they are doing good work and this is what allows them to receive investment from consumer brands that says I look I understand that ocean plastic pollution is a problem I can’t reduce my plastic use any further so.At least what I can do is.
[18:37] Pay organizations to prevent plastic from entering the ocean with it’s a bit what we know from the carbon world with the carbon credits applied to the plastic spacerI was wondering can you tell us for everybody who has not seen yet the horrible pictures what the trash does in the ocean.One of the biggest problem is that Marine Wildlife consumes it right there’s,multiple headlines of Wales basically dying from that because you digest the plastic they always feel.As if they don’t need to eat anymore and basically their staff of life and that’s that’s one of the the harms the plastic does it is not yet fully comprehended.What classic really doesn’t ecosystems but there’s first studies that show that for example it also slows down the carbon pump right the oceans are storing lot of the the the CO2 that we did we pump into the air and.
[19:34] It disturbs the system that basically absorbs carbon within the ocean and other problems are that the plastic the microplastic for example itself is not necessarily toxic but it attracts toxinsfrom from the atmosphere that is surrounded right and then fish while Plankton digests.The plastic that is contaminated with toxins and that goes up the food chain and suddenly we havethat food on our own plate and by now we consume microplastics ourselves this that is that show that we basically consume up to 5 grams of microplasticevery single week as humans right so it’s also about our own health so if you don’t keep the ocean selfie if we don’t make sure that way stays.In a closed system we are hurting ourselves and this is what needs to be understood it’s not just the philanthropic Act of saying there are we want King beaches or whatever but it’s about our own health as well.Everything is connected and this is in the end the harm that is done right and currently we’re pumping anywhere between 11 to 14 million tons.Of plastic waste into the ocean and like 1 kg of of plastic waste fildes roughly 60 L waist back which is pretty big waist back for home so that’s.
[20:59] There’s a lot of work to do let’s say that way.For the Americans 60 liters that are two thousand and twenty eight fluid ounces I know we have a big audience in the US and to sorry no problem no and how.Okay so basically you pitch brands that are environmentally cautious and say okay you putting that much plastic trash in the world we remove it and how does thecollection then work does you’d self how we understand there are some areas where you work with local trash collecting companies they go outcollect the trash and then sort out the plastic and then way the plastic for you is it something like this and how do you control it.
[21:46] Yes if we step backtwo three questions I mentioned that two billion consumers are not connected to Waste Management Services and that the best way to contain Plastic Solutions to connect those two to Waste Management Services and this is essentially what we do because.What we need to understand is that waste collection itself thus not a profitable business case just from the material that you.Because a lot of that material in there cannot be recycled that means you can’t sell it to anyone right you basically collecting non valuable stuff.And we need to make sure that all waste material has enough value that.The for-profit organization sees value in collecting it and selling it somewhere right so if you look at the plastic tabs that don’t have value this is mostly so-called multi-layer Packagingwell you have aluminum plastic compounds like the chips bags of the world a lot of flexible packaging in general has no value because it’s super difficult to recycleand that means that this is trash and if you want to dispose of that if you want to bring it to a landfill if you want to bring it into.Co-processing if you want to bring it into any sort of disposal and point.And that disposal endpoint is going to charge you as a waste manager so called gate fee or tipping fee which allows you to dispose of the material there so what the waste manager does.
[23:14] Is he says I don’t want that material in the first place because it’s only going to create cost for me and what we as cleanup do is we go in and say.Do you waste management company I’m going to buy the non-recyclable waste from you I’m going to give you money for handling that material.And this is what we pay with the plastic credit right and suddenly what happens on a systemic level is that the waste collector the waste collection company says.Interesting every single piece of plastic that I can collect has value.I can sell that somewhere the recyclable do the water bottle for example I can sell to a recycling company the non-recyclable plastic I can sell to cleanhub so what’s the cheapest way for me what’s the most effective way for me.To get my hands on post-consumer plastic and that is going to the household directly and tell them please sort out all drywaste that you have paper cardboard Plastics E-Waste textiles whatever you have put that in the back and I’m going to come and pick that up once a week,because I know every single thing in that bag I can monetize so I can build a business around that right and without cleanhub if they would go there and tell them to do exactly that thing.
[24:28] They would have 50 percent material.Where they will not get money for so the economics don’t work out of waste collection so the first thing that we as cleanhub do is we make the economics of waste collection work.On a very Financial economic level basically does that make sense.Yes it makes sense and I was wondering when you talked about this what do you do then with the non recyclable stuff what I always have in mind are the to go coffee cups.That are layered material and please don’t tell me you’re done but in the ocean no and.You know there’s a there’s a tool called the waste management hierarchy and everybody knows the first three steps reduce reuse recycle but there’s two more layers and that is recover.
[25:15] And landfill or dump musicallyand that describes the hierarchy of what you are supposed to do with the waste and Recovery means energy recovery because even though that material might not have monetary value to it it still has so-called calorific value to it but you can still turn that into energyand in Germany for example we have 100 waste-to-energy plants where that material is burned for heat and energywhich is obviously not great because it is still a fossil based material that you put in there right you’re producing carbon but if you put that material on to the landfill.You’re not winning back the energy that is contained in there andsome other plant is going to use coal or whatever to to produce the energy so you digging up stuff from from the ground to produce energy right so it is better to use that waste as an energy source in the first place anyway this is why we have that Waste Management hierarchyI’m not saying that this should stay that way forever but this is currently the best worst solution basically now if you look at Asiathere are very very few ways to energy plants fortunately.
[26:24] Because again waste incineration Is Not Great the other industry that has an interest in waste as a fuelthose that need very very high temperatures that can be the steel industry or the cement industry cement produces.They basically melts Stone and that requires 1400 degrees and they are very much dependent on coal as a fossil.
[26:48] Based material to reach these temperatures I don’t know what that is in Fahrenheit but a lot.I’m just checking a 1400 °C are 2552 degrees Fahrenheit.Thank you and them.And everything that you basically throw in such a heat is completely destroyed so yes you still produce carbon but you don’t have toxins dioxins really coming out of that combustion so it’s a very safe.Combustion in the end and you’re pretty you’re replacing coal as a primary fossil fueland Plastics in many cases has a higher heating value then Cole so you even Bringing Down the carbon footprint of the cement plant so this is where the waste currently goes I think an important side note here is.That whenever technology is progressing for example if chemical recycling starts working that we are in a position.To shift that way stream somewhere else the one promise that we are making is we do not dump plastic into the environment we do not dump it on landfills because a lot of the landfillsin Southeast Asia are just put on fire at night to reduce the waste volume and then you haveopen burning landfills which is probably one of the worst things that can do.
[28:06] We win back the energy basically and again important side note the cement industry is not paying us.For that material so fast there is a zero-sum game basically and that describes the systemic issue of Waste Management because.
[28:26] If you taking up out of that equation you pay all the Opex to collect waste.To transport it to sort it and then you’re not getting anything at the end of the process so nobody’s doing it and if you look at the plastic that is in the ocean 80% is that non-recyclable waste.I see it’s not the plastic bottle now that we understand what you guys are doing witty see yourself in like not yourself personally but you as cleanhub really see yourself in five years.
[29:02] In five years we basically want to be in the majority of coastal towns along the.The coastlines of the major polluting countries and we want to have established Waste Systems their waste is really collected from a household level where as much as possible the sorted out for recyclingcan be sold through the cleanup Network and we’re non-recyclable waste does not end up.In the ocean so essentially we want to reduce.The amount of plastic that goes into the ocean by 50% and 22030 that’s the big our big hairy audacious goal basicallythat’s quite a big one but so far you could already convince a few investors I have seen you racedfour million u.s. dollars from nine investors of course including Lake star 46.Capital a global director of the entrepreneurs Organization for my head of strategy of Microsoft and free traditional man from makers.
[30:11] Also berlin-based accelerator incubator so embedded you also making money on this right.
[30:20] Yes exactly because what we do is we have the trusted entity in the middle that is basically tracking all the ways that is making sure that whatever kind of claims you make as a brand we can also make sure.That this really happens right because any kind of environmental claims are coming on a more and more scrutiny and we track and Trace the entire waste operations that we can deliver data as evidence that.
[30:49] That your green claim holds true basically this is this is our task and that’s where we charge money for I’m I was wondering are you open to talk to new investors.Absolutely because I think,the beauty of venture capitalist that you need to go fast that’s the nature of it and I think that aligns with our mission very much because we want to go fast on the waste management side as well we want to collect as much plastic as possible build up as much collection systems as possibleand that also means getting access to resources.Getting access to basically Commodities getting access to recyclable plastic getting access to paper cardboard all the thingsthe can enter the economy again and this is I think what the big mess for opportunity is that it’s the right time to build an entirely asset light Waste Management Company.Or like Resource resourcing company knows the question are you looking for people to join you on that way aren’t currently hiring.
[32:00] Mmm yes we are always looking for great engineers and sales materials that’s yes exactly.Yeah so I’m more than happy to to receive applications.Great thank you very much everybody would like to learn more good down here in the show notes there is a link to our medium blog where we connect all the show notes everything we have linked there including of course you personal LinkedIn profileas well as your company’s website their Twitter account and of course we can learn more about the open positions at cleanhub.Joan thank you very much it was a pleasure having you as a guest.Thank you Joe and thanks for that giving the topic the the attention that it needs of course always a pleasure.
[32:53] That great so have a good day bye bye.
[33:03] Music.
Key Takeaways
[15:57] Basically we will get to what you’re actually doing in detail here basicallybrands are paying you to remove approximately the amount of plastic they bring into the environm
This article covers a significant development in the DACH startup and venture capital ecosystem.
The DACH region (Germany, Austria, Switzerland) continues to be one of Europe's most dynamic startup markets.
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What are the key facts about Green Startup CleanHub Fights Ocean?
This blog post first appeared first on old medium publication (https://medium.com/startuprad-io), and was moved to this blog with the relaunch of our website in summer 2024.
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About the Host
Joern "Joe" Menninger is the host of the Startuprad.io podcast and covers founders, investors, and policy developments across the DACH startup ecosystem. Through more than 1,300 interviews and nearly a decade of reporting, he documents the evolution of the European startup landscape. Follow Joern on LinkedIn.
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