Circular Impact Champion: How Ocean Package is Redefining Packaging

Interview 

Kiara: What is the business idea behind Ocean Package? What problem are you solving, and what inspired you to start this venture? 

Joshua: The idea for Ocean Package really grew out of a pressing problem we saw in the world of online shopping – the mountains of single-use packaging waste. In Germany alone, over 19.7 million tonnes of packaging waste were generated in 2021, much of it from disposable cardboard boxes. My co-founder Philip and I had been watching this issue and felt we had to do something. We wanted to make mail-order logistics more sustainable by providing a real alternative to the throw-away cardboard box. So, about five years ago we set out on a mission: develop reusable shipping boxes coupled with intelligent tracking software as a service for e-commerce and logistics. Our goal was to show that you can combine responsible business with environmental protection, and that profit and sustainability can go hand in hand. 

At its core, Ocean Package offers a durable polypropylene shipping box that can be reused dozens of times instead of once. We built a whole system around it – including a digital platform to manage the boxes – so that companies can easily adopt reuse in their operations. We proved the concept in late 2022 with a pilot test together with an online fashion retailer, Outfittery. That was an important milestone: it showed that both companies and consumers are willing to return and reuse packaging. Fast forward to today, and we’re working with some major partners – companies like IMA, UPS, and others – deploying our reusable packaging across Europe. It’s been amazing to see a simple idea turn into a solution that big players are interested in. Ultimately, our business idea is about eliminating single-use waste in e-commerce by making reuse viable at scale, all while running a healthy business. We’re proving that a startup can deliver value to clients and be eco-friendly at the same time, which is exactly what we set out to do. 

Kiara: Ocean Package is built around circular economy principles. How do you incorporate circularity into your business model, and what strategies set your approach apart? 

Joshua: We designed Ocean Package from day one as a circular system – meaning we keep materials in use as long as possible rather than follow the old take-make-waste model. Our packaging itself is a great example of circular design: each Ocean Package box can be reused up to 20 times before it needs replacement. Compare that to a cardboard box that often gets tossed after a single delivery. By extending the life of a package through many cycles, we drastically reduce the resources needed and waste generated. In fact, using our reusable box in a circular loop can cut packaging waste by around 95% and reduce CO₂ emissions by as much as 80% versus single-use packaging. And when our boxes do reach end-of-life, we don’t throw them out – we take them back, fully recycle them, and use that material to make new boxes. This closed-loop recycling ensures nothing goes to landfill; the material stays in the economy, which is the essence of circular economy. 

Another key strategy for us is integrating smart technology. Every Ocean Package is tracked with a unique code and managed via our software platform. This system lets us and our clients monitor each box’s journey in real time – how many trips it has made, where it is, and when it’s returned. By seamlessly integrating our software with existing logistics systems, we make it easy for companies to implement reuse without losing sight of their packages. The data and tracking also provide valuable insights: clients can see their environmental savings (like how much CO₂ and waste they’ve avoided) and optimize their logistics using these durable boxes. This digital backbone is a big differentiator – it turns packaging into a service. We’re not just selling a box; we’re providing an entire circular service model where we ensure boxes keep circulating efficiently. 

Materials and partnerships are also part of our circular approach. Our boxes are made of 100% polypropylene, and about 70% of that is recycled material, including roughly 20–30% “Ocean Stopped Plastic” – plastic that was collected near coasts before it could pollute the sea. By using recycled ocean-bound plastic, we’re building a market for that material and giving it a second life in our products. We work with specialized partners (like Healix and Oceanize) who collect and process this plastic, ensuring it’s high quality and fully traceable. This not only closes the loop on plastic waste but also sends a clear signal against greenwashing – we transparently show that a portion of each Ocean Package literally helps stop plastic from reaching the ocean. 

Lastly, being part of the broader circular economy community strengthens our approach. We’re proud members of the Ellen MacArthur Foundation’s network, aligning with global best practices on eliminating waste, keeping materials in use, and regenerating natural systems. Through such partnerships and continual innovation, we differentiate Ocean Package as a pioneer in circular packaging. In summary, we’ve built a system where packaging is not a one-and-done item but a continuously rotating asset. That mindset – viewing packaging as a service and resource rather than trash – is at the heart of our strategy. 

Kiara: Your product clearly aims to help the environment. Can you elaborate on the ecological impact of using Ocean Package’s reusable boxes versus traditional packaging? What difference does it make? 

Joshua: The environmental impact of our solution is significant and measurable. First and foremost, by replacing single-use cardboard boxes with our reusables, we prevent a huge amount of waste from ever being created. As I mentioned, each of our durable boxes can eliminate the need for up to 20 disposable boxes, cutting down packaging waste by roughly 95% on average. Think about a single box doing the work of twenty – that’s twenty fewer pieces of trash and a lot fewer trees cut down for cardboard. This waste reduction also means less litter and pollution; fewer boxes ending up in landfills or, worse, in nature. 

In terms of carbon footprint, reusing packaging has a big upside. Manufacturing new cardboard or plastic for single use is energy-intensive. By reusing, we spread that manufacturing impact over many shipments. Our analyses (and third-party studies) show that a robust reuse system like ours can lower CO₂ emissions by up to 80% compared to one-way packaging. Every trip a box makes in its lifespan is a trip that didn’t require a brand new cardboard box, which translates into energy and emissions saved. We also optimize the design of our boxes for efficient logistics – they’re stackable and lightweight yet sturdy, which helps reduce emissions during transport as well. 

Another ecological benefit comes from the materials we use. Each Ocean Package box is made with a high percentage of recycled plastic, including that Ocean Stopped Plastic I mentioned. About a quarter of our material is plastic that was intercepted before entering oceans. So every time we produce a batch of boxes, we’re literally pulling plastic waste out of the coastal environment and putting it to good use. This contributes to cleaner oceans and coastlines. We’re essentially creating demand for recycled ocean-bound plastic, which encourages more cleanup efforts and a market for those materials. 

Let me give a concrete figure: In our recent pilot with a subscription delivery company, using our reusable packaging helped save over 50% of packaging waste in that project alone. And with a fashion client like Outfittery, because customers returned the boxes, we saw over 99% of the packaging coming back to be reused – virtually no packaging waste left over from thousands of shipments. Those numbers are really encouraging. They show that when implemented well, reusable systems can approach a circular ideal with minimal leakage. 

Beyond waste and carbon, there’s also less strain on natural resources. Reusing means fewer raw materials need to be extracted overall. For example, paper/cardboard production consumes a lot of water – up to 50 liters of water for just 1 kg of paper – whereas recycling polypropylene (the plastic we use) uses very little water. So we’re also conserving water and other resources by shifting to this material and model. 

Overall, the ecological impact of Ocean Package can be summed up as less waste, less pollution, and lower carbon emissions for the packaging and shipping sector. By closing the loop on materials and extending the life of each box, we’re directly contributing to cleaner oceans (through reduced plastic pollution) and a healthier climate. And importantly, we’re doing this while still delivering a functional, cost-effective service to businesses – which hopefully means this impact can scale dramatically as more companies adopt reuse. 

Kiara: Beyond the environmental benefits, Ocean Package is a social business. What social impact are you aiming for with this company? 

Joshua: Great question. As a social business, we measure success not just by revenue, but by our positive impact on people and communities. One social aspect of Ocean Package is the creation of green jobs and supporting local communities through our supply chain. For instance, by using Ocean Stopped Plastic in our boxes, we partner with organizations that employ people in coastal regions to collect and process plastic waste. This means our business is helping create livelihoods in communities on the frontlines of ocean pollution. Instead of just deploying high-tech solutions from a lab, we deliberately work with local partners who engage local workers to gather and recycle plastic before it reaches the sea. We’re supporting those community initiatives and, in a small way, contributing to economic opportunities in developing regions where a lot of ocean-bound plastic is collected. It’s rewarding to know that every Ocean Package box produced has a ripple effect: it not only reduces waste but also helps support families and communities involved in the clean-up and recycling effort. 

Another social impact angle is how we run our business and supply chain. We’re committed to fair and safe working conditions for everyone who helps bring our product to life. All our manufacturing and assembly is done in Europe under strict labor standards, and we carefully vet our suppliers. We want to ensure that the people making our reusable boxes have good working conditions and fair wages. Internally, we foster a culture of diversity and inclusion – we believe in equal opportunity and have a team that reflects that. Also, we try to involve small and medium enterprises in our production and logistics processes where possible. By working with smaller regional partners and not just giant corporations, we help strengthen local economies and support up-and-coming businesses in the circular economy space. 

Education and awareness are another important social facet. Part of our mission is to raise awareness among both businesses and consumers about sustainable practices. Every Ocean Package in circulation is a conversation starter – it gets people thinking, “Hey, why is this box coming back and forth instead of being thrown away?” We’ve found that consumers really appreciate the idea once they encounter it; it makes them more conscious of waste. We make efforts to communicate with end-users (through messaging on the box or inserts) about how reusing this package is saving resources and keeping plastic out of the ocean. In this way, we’re trying to engage consumers in the circular economy and show that their actions – like returning a box – make a difference. It’s a small behavior change, but at scale it has big impact. We strongly believe in empowering people to be part of the solution. In fact, one of our core values is showing that everyday business can be done in a way that benefits society. Profit is not our only bottom line – we reinvest in our mission, whether that’s improving our product’s sustainability or supporting cleanup projects. 

Finally, by demonstrating a successful model, we hope to inspire others and contribute to broader societal change. If more companies adopt circular, social business models, we’ll see positive effects like waste reduction, better labor practices, and more innovation in the sustainability space. So our social impact is both direct – through jobs, fair practices, and education – and indirect, by leading by example. We’re out to prove that a business can be financially viable while also solving environmental and social issues, which we hope encourages a shift in how people think about business’s role in society. 

Kiara: Who can benefit most from your solution? Describe your ideal customers – and can you give some examples of how clients are using your reusable packaging? 

Joshua: Our solution is versatile, so a range of businesses can benefit. Any company that ships products and wants to reduce waste could be an ideal customer. That said, our model works best when there’s a closed-loop or return flow for the packaging – in other words, situations where the box can make its way back to the sender reliably. So we often target e-commerce retailers, logistics providers, and subscription or rental services where returns are already part of the process. For example, fashion retailers with try-at-home services, subscription meal kits or grocery deliveries, electronics companies handling product exchanges, even B2B logistics between warehouses – these are all great fits for Ocean Package. We’ve found that medium- to large-scale shippers with a sustainability mandate are usually the first to jump on board, but even startups and smaller businesses with circular values can benefit since our system can save them money in the long run (by the third or fourth reuse, the cost per shipment drops below that of single-use packaging). 

Let me share a few use cases to paint a picture: 

• Rental services – One of our early customers is a German company called Tribu that rents out children’s toys. Parents subscribe and receive toys for a few months, then send them back and get new ones. Tribu ships all their toys in our reusable boxes. Because our packaging is robust and even aesthetically pleasing, families often keep the box at home to store the toys during the rental period, and then they send the toys back in the same box when they’re done. The boxes have held up wonderfully over repeated cycles for over two years now. Tribu found that after about the third shipment, using our box became cheaper for them than buying new cardboard each time. So it’s not just an environmental win – it’s financially beneficial after a few reuses. This rental use case really shows how reuse can be easy and welcomed by customers; almost all Tribu’s customers participate by returning the box, making the system seamless. 

• Subscription deliveries – We’ve done pilot projects with weekly subscription grocery services. In one pilot with a major grocery provider in the DACH region, we provided reusable packaging for weekly deliveries of groceries and then arranged for the postal courier to pick up the empty box on the next delivery. Essentially, the delivery driver drops off a full box and takes back last week’s empty box from the customer – a swap system. This pilot was very successful: we managed to cut packaging waste by over 50% in that program. Customers loved not having to deal with piles of cardboard each week, and it streamlined the recycling process (since the boxes just circulate back to the warehouse). It shows how even in consumer-facing food deliveries, reuse can work if you integrate the return logistics smartly. 

• Product exchange programs (B2C) – We recently partnered with UPS on an exciting initiative for electronics and telecom companies. Take the customer router exchange service of a major European telecom provider as an example: when a customer has a broken internet router, this company (through UPS) sends them a replacement in our Ocean Package box, and the customer then uses that same box to send their old broken router back. UPS has a collection system to handle these returns efficiently. It’s a perfect scenario for reusables because there’s a one-for-one exchange happening. By using our box, this large telecom company and UPS are replacing the usual disposable packaging with a reusable solution and setting a great example in the tech sector. The customers find it convenient – they don’t have to hunt for a box to return the item; it’s all the same package. This kind of exchange system is a huge growth area for us, and it’s amazing to have a logistics giant like UPS on board, as it validates that reusable packaging makes sense even at a very large scale. 

• E-commerce fashion & returns – We’ve mentioned Outfittery, the fashion retailer. They ship customers a couple of outfits to try on at home. Customers keep what they like and send back the rest. Outfittery early on realized that using reusable boxes would save them money and waste because the nature of their model meant boxes were coming back anyway. With our solution, they saw over 99% of the boxes returning with the unwanted clothes, which is nearly a closed loop. That kind of return rate is a dream scenario for reusable packaging. It means almost every box is doing multiple deliveries, and Outfittery doesn’t need to constantly buy new packaging. It also means far less trash from their operations – practically every box is reused again and again. This use case showed that customers are perfectly willing to return the empty box, especially if it’s part of the normal product return process. 

• Intralogistics (B2B) – I’ll also note that within companies – say, shipments between a distribution center and stores – reusables are a no-brainer. We’ve seen interest from businesses that ship components or products internally on a regular circulation. In these closed loops, you don’t even need to involve end-consumers, so it’s very easy to implement. The same box just travels back and forth in a dedicated route, saving a ton of cardboard waste in the process. We provide tracking and durability, and companies can swap out their one-way boxes for our system without needing to change much operationally. 

As you can see, our ideal customers are those who see the benefit of investing in a sustainable packaging system for recurring shipments. They typically have an environmental commitment or are feeling pressure from customers or regulations to reduce waste. But they also appreciate the practical benefits – cost savings, sturdier protection of goods, and a modern brand image. It’s been really exciting to see diverse sectors – from toys, food, and fashion to electronics and logistics – all embrace the solution. It proves that reusable packaging isn’t niche at all; it can be the norm across industries. We love working with forward-thinking clients and we often collaborate closely to tailor the system to their needs (for instance, designing custom box sizes or integrating our software data into their dashboards). In the end, both the business and its customers “win” by using Ocean Package: the business saves costs and meets sustainability goals, and customers get a hassle-free, eco-friendly experience. That’s our ideal outcome. 

Kiara: Finally, what’s next for Ocean Package? How do you envision the future of sustainable packaging and your company’s role in it? 

Joshua: We have big plans ahead, driven by the same vision we started with – making reusable packaging the new normal in e-commerce and logistics. In the immediate future, we’re focused on scaling up our operations and forming more collaborative partnerships. We want to grow our network across Europe (and eventually beyond) so that reuse becomes accessible in more regions and industries. This means working closely with logistics partners, couriers, and platforms to integrate our solution into mainstream supply chains. The more we can plug into existing systems, the easier it will be for any company to choose reuse over disposables. 

Technology will continue to be a major focus. We’re continuously improving the tracking system and digital platform behind our packaging. For example, we’re exploring even more user-friendly ways for consumers to return boxes – maybe through a simple app scan or by leveraging postal return-to-sender systems. We believe making it easy for end-users to participate in the circular model is crucial. So, one part of our future vision is all about consumer engagement and awareness. We plan to ramp up educational campaigns and perhaps even incentive programs, so that when someone receives an Ocean Package, they know exactly what to do (and feel good about doing it). Ideally, returning a reusable box should be just as routine as recycling a bottle – a small habit that people everywhere adopt. 

On the product side, we’re also innovating. We’re looking at new box designs and sizes, possibly new materials or material blends that could further extend lifespan or use even more recycled content. We’re experimenting with ways to make the boxes lighter or foldable without sacrificing durability, which could open up more use cases. And of course, we’ll keep increasing the percentage of recycled and ocean-bound material in the boxes as much as possible. Our goal is to eventually be able to say our packaging is not just carbon-neutral but maybe carbon-negative – for instance, by accounting for the plastic we remove from the environment. 

In terms of the industry, I truly believe we’re on the cusp of a paradigm shift in packaging. Regulations in Europe are getting stricter on waste and single-use plastics, and consumers are demanding greener solutions. So the timing is right. We see Ocean Package playing a role in setting the standard for how circular packaging systems can work at scale. In a few years, I’d love to see reusable packaging options in every major online retailer’s checkout, just like you might choose different shipping speeds today. We want to be the backend powering that change – the trusted provider of the reusable boxes and the tracking infrastructure to manage them. 

We’re also keen on growing the community of like-minded organizations. Being part of programs like the one at Yunus Environment Hub and networks like Ellen MacArthur Foundation has taught us that collaboration is key. In the future, we’ll keep collaborating with other innovators, perhaps connecting our platform with other circular services (imagine combining reusable packaging with electric vehicle delivery for a truly green supply chain). 

Ultimately, our vision of success is when single-use packaging is the exception rather than the rule. When people think back and say, “Remember when we used to rip open a cardboard box and throw it away each time we ordered something? How wasteful that was!” – and that becomes a thing of the past. We want Ocean Package to help drive that cultural shift. So what’s next for us is to keep pushing that momentum. We’ll expand to new markets, continuously refine our solutions, and stay true to our mission of proving that circular, social business models can scale. The future of sustainable packaging is bright in my view: it’s reusable, circular solutions everywhere, and we’re excited to be one of the pioneers making that a reality. 

Conclusion 

Through Ocean Package, Joshua and his team are demonstrating how a business can succeed financially while creating environmental and social benefits. Their reusable packaging model is not only reducing waste and carbon emissions but also supporting jobs in recycling communities and setting an example for others in the industry. Ocean Package’s journey, from a local Munich startup to partnering with global companies, shows the potential of circular economy solutions in e-commerce and logistics. 

If you’re interested in learning more about Ocean Package or exploring how reusable packaging could work for your organization, feel free to reach out to our team at Yunus Environment Hub. As part of the Circular Impact Procurement Initiative, we are proud to support enterprises like Ocean Package and can facilitate introductions or provide more information. Together, we can take strides toward a more sustainable and circular future in business. 

The Circular Impact Procurement Initiative (CIPI) is funded within the framework of the “Nachhaltig Wirken” program by the German Federal Ministry for Economic Affairs and Energy and the European Union through the European Social Fund Plus (ESF Plus).