Jayden started his sustainability journey in 2012 when he co-founded the Honest Coffee Company, becoming the exclusive New Zealand distributor of biodegradable coffee capsules.
He then decided to tackle the problem of waste caused by discarded plastic water bottles. He launched ‘For The Better Good’ in 2015 with water supplied in a plant-based, reusable ‘Better Bottle’ made in New Zealand.
Jayden then began addressing the public water refill infrastructure. He developed a 200+ refill station network in New Zealand as well as a collection network to ensure every Better Bottle sold can be easily returned for composting.
Jayden has developed six local composting sites nationwide to process Better Bottles and food waste. He has developed a quarter acre urban micro farm that produces locally grown food for the community using the compost from Better Bottles.