As consumers become more aware of the consequences of waste in our environment, businesses have been keen to bandy about buzzwords such as ‘green’, ‘eco’, and ‘sustainable’ in the branding of their products. But how many of these products are truly sustainable? For food services packaging supplier BioPak, sustainability means aligning its business practices with the principles of a circular economy. The circular economy model is based on the living world’s cyclical model – where there is no landfill, but materials flow. In a living system, one species’ waste is another’s fuel. Living things grow, die, and their nutrients are returned to the soil safely. The circular economy is an industry model that is restorative and regenerative by design, where waste can build capital rather than reduce it.