Critical.

Critical. is a cleantech startup on a mission to end plastic pollution beginning with the 252K tonnes of plastic waste New Zealand sends to landfill every year. We do this through our Plastic Product Stewardship Programme by partnering with big local brands like Fonterra, The Warehouse Group, Sanford, etc, as well as small and medium brands, to transform their hard to recycle plastic waste into high value, marketable and useful products that last and can be recycled forever. The brands commit to buying back 100% of the waste equal to the weight of new products – thus enabling kaitiakitanga (guardianship) for businesses to closing the loop for their plastic waste.

Over the last couple of years, we’ve developed a new production technology that can recycle almost all plastic types. Combining our unique technology with a human-centred product development method – Critical. empowers businesses to create valuable products from their plastic waste to delight their customers while being able to tell a compelling story.