On January 1, 2023, we made a promise: for every pound of product we sell, we’ll fund the recovery and processing of an equivalent amount of ocean-bound plastic. With each purchase, our commitment grows — and so does our impact.
Throughout 2025, we’ve been actively collecting and processing the plastic generated from our 2024 sales, closing the loop on last year’s pledge while preparing for the next. As we approach year’s end, we’re already gearing up to calculate our 2025 commitment, and it felt like the perfect moment to share more about the partner who makes this work possible.
We sat down with the team at CleanHub to learn more about their mission, how our contributions help move their work forward, and what it really takes to keep plastic out of our oceans. We’re grateful for their partnership — and excited to share this conversation with you.
What exactly is CleanHub?
CleanHub is an environmental technology company focused on preventing plastic pollution in coastal regions. We partner with awesome brands like SortJoy to fund plastic recovery efforts in areas that lack formal waste management systems. Our primary goal is to address the issue of lack of collection infrastructure at its source, before it reaches waterways and the ocean.
How was CleanHub started and by whom?
CleanHub was founded by Joel Tasche and Florin Dinga in 2020. The idea was born out of their firsthand experience as passionate travelers and surfers who witnessed the devastating reality of plastic pollution everywhere they went. Motivated to make a difference, they decided to dedicate their professional lives to keeping plastic out of the sea.
What is CleanHub’s vision for the world?
CleanHub’s vision is a world without plastic pollution, where communities have access to safe, dignified waste management. It’s our belief that this can be achieved through a circular economy built on the principles of recovery, transparency, and shared responsibility.
Where does CleanHub operate, and why were these regions chosen?
CleanHub operates in pollution hotspots around the world like India, Indonesia and Tanzania. When we’re looking to launch a new material recovery facility, we search for areas that have high leakage rates of plastic into the environment due to a lack of proper waste management systems.
How is CleanHub different from other plastic cleanup initiatives?
Most programs tackle plastic only after it reaches the ocean. CleanHub takes a different approach by stopping it before it gets there. Instead of focusing on recycling or ocean cleanups, we recover plastic waste in high-risk areas before it pollutes the environment. We do this by working with local communities and waste managers to set up collection points, create jobs for local workers, and track every piece of waste through our AI-powered technology.
A great example is our new partnership with Clean Jepara, founded by Dr. Fauziah Rochman. Using her own savings, Fauziah built the region’s first-ever zero-waste facility from the ground up. Clean Jepara is just beginning its journey, and we’re incredibly proud to welcome this inspiring hub into the CleanHub network. You can learn more about this partnership by watching this video.
What happens to the plastic waste once it’s collected?
After collection, the waste is carefully sorted. Recyclable plastics are sent to facilities where they can be processed and reused. Non-recyclable plastics are disposed of safely using methods like co-processing, where the material is used as an alternative fuel in cement production, ensuring it never ends up in the ocean or landfills. Throughout this process, we track and document every step with our technology so that the journey of the waste is fully transparent.
How do you ensure the plastic is actually being collected and processed responsibly?
CleanHub uses a digital platform that provides end-to-end traceability of plastic collection. Our system, which is ISO-certified, records each kilogram of waste from collection to disposal. We use AI and real-time tracking with photos and GPS data to ensure compliance and to provide our partners with verifiable proof of their impact. Our partners, like SortJoy, can then share their plastic collection with their community via their Impact Report.
How does CleanHub support local waste managers?
CleanHub empowers local waste managers by creating stable jobs, fair pay, and training, turning plastic collection into a source of income and community growth. Beyond cleaning up plastic, our partnerships help strengthen local economies, support families, and recognize the critical environmental work these teams do every day.
How can individuals support CleanHub’s mission?
You don’t have to be a partner to make a difference. One of the easiest ways is to support brands (like SortJoy!) that are already working with CleanHub. Your everyday purchases help fund more plastic recovery this way. You can also support CleanHub directly as an individual and track your personal impact through our platform. Sign up via our site. Beyond that, spreading the word about our mission or encouraging your favorite businesses to explore a partnership with us makes a big difference, too.