Sustainability, recyclable organics, and circular economy are concepts that can leave the mind reeling and have the average person feeling overwhelmed. Fortunately, Eliza Whitburn-Weber is not one of them. Her new business, GroundUp is making it easier than ever for Ballarat’s commercial sector and their customers to make a sustainable choice.
GroundUp is the first business in Ballarat to collect used coffee grounds, food scraps and soft plastics from commercial venues for recycling. Since launching in mid-2021, GroundUp has diverted over 60,000 kilograms of waste from landfill and that figure is increasing rapidly.
“I think proprietors have wanted a service like this for a while because we had such a great response from the start. We have over 20 partners (venues) that we collect from and it grows weekly. Word is spreading and proprietors are now starting to call me, which is both humbling and encouraging.”
The business model for GroundUp was inspired by Eliza’s time as a café owner in Melbourne where she used a similar recycling service, as well as a personal desire to do her part for our planet.
“My family has always been conscious of recycling and living sustainably, but not everyone has the time or the knowledge to do it. I think many people believe it’s OK to send organic matter to landfill, but if it’s not composted properly, it emits methane and adds to an already big problem.”
After moving to Ballarat in 2020, Eliza quickly learned that cafés, restaurants, and other commercial venues were stuck for options on how to dispose of their coffee grounds and food scraps.
“As big coffee drinkers, we came to know the venues in Ballarat and we chatted to baristas. We soon realised that most of the coffee was going to landfill. Many proprietors admitted they had tried different recycling options, but it took too much time away from the business.
“We knew we could help.”
GroundUp customises its collection service to suit each business, using 120 litre bins for organic waste, and bags to gather soft plastic materials. They have two local farm recipients that compost the organic waste, and for soft plastics, Eliza has formed a partnership with a Melbourne based recycling plant.
“We want to make recycling as easy as possible for everyone, because when it’s easy, people will do it.
“Being in a regional centre makes for a unique situation. We’re able to take the organic waste straight to farmers for composting. It closes the loop – from farmer to consumer and back to farmer again.”
Another step in Eliza’s service is reporting back to the venues on how much is recycled and where it is used, reinforcing the positive impact of smarter waste management.
“Sometimes when I collect a bin, the proprietor comes out to show me how little is in their landfill bin now that they use GroundUp. It makes them proud, and I love that we are a part of the community in such a positive way.”
That feeling of pride and contribution extends further than the business operators. Each GroundUp partner displays a sticker in the window and cards on the counter, letting customers know their instore purchase has helped save the planet.
“It’s a way to encourage people and let them know their small decision has made a difference in a big scale problem. I know personally seeing that sticker gives me more confidence to use that service.
“It also starts a conversation. Otherwise, we just don’t think about it. It takes a much greater awareness from all of us to make a difference.”
Eliza’s big picture goal is to see every business in Ballarat and surrounds with a GroundUp bin or soft plastics bag, and things are certainly moving in that direction.
“Although we launched with a focus on hospitality venues, our current partners are from a diverse range of industries – we will work with anyone. The inclusion of the soft plastics collection has really broadened our offer and brought us partners such as Stockland Wendouree. It’s very exciting.
“Beyond that, I have an idea for GroundUp Home, a residential collection service. There are a lot of time-poor people out there who love the idea of composting but it’s too much for them to manage.
“I have great confidence in GroundUp and what it can achieve. There is a lot of great stuff happening in circular economy and sustainability. It’s the right time.”
GroundUp offers recycling services to Ballarat commercial venues, as well as venues within a 90-minute radius of town. To learn more about the service visit the website and follow their progress on Instagram.
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