Changing the Nappy Cycle

 
The concept for NappiCycle began in 2009 when founder Rob Poyer, an ex-landfill manager, parent, and director of clinical waste collection company, Natural UK, set out to find a low impact, cost-efficient solution for nappy and other absorbent hygiene product waste.

Wales is the top performing recycling nation in the UK, with a household recycling rate of 65%. It was the third best recycler in the world according to Eunomia’s global analysis in 2017.

Going forward, a statutory recycling target of 70% by 2024-25 has been set by Welsh government – and local authorities face fines if they don’t meet it. NappiCycle helps the local authorities achieve these challenging targets.

The Pura NappiCycle Solution

 
Seeking a solution for disposable nappy waste, Guy approached Rob and the Pura NappiCycle partnership began in 2020. In the rest of the UK, local authorities aren’t incentivised to improve recycling targets as they are in Wales. To mimic what is happening in Wales, legislative change and support from local and central government is needed.

Pura financially supports NappiCycle by investing heavily into further research and development and takes the lead on amplifying awareness of the benefits of nappy recycling among the public, government and the media. Following the first nappy recycling trial in England in 2022, Pura NappiCycle signed a further five-year partnership agreement in 2023 with plans afoot to run nappy recycling trials in the UK.

Find out more about Pura…

Pura NappiCycle Timeline

2009 Light bulb moment Rob Poyer had the idea to create NappiCycle in Wales.

June 2014 Open for business NappiCycle begins recycling nappies and other absorbent waste products in Wales.

February 2016 1 million nappies avoid landfill NappiCycle diverts over 1 million disposable nappies from landfill for Rhondda Cynon Taff Authority, Wales, in just two months.

May 2017 Recycled nappy fibre innovation starts Innovation uses for fibre from recycled nappies are developed, meaning used nappies get a 2nd life in noticeboards and flooring.

April 2019 Recycled nappy innovations Production of the first fibre boards from recovered composite fibres from recycled nappies starts.

March 2020 38 million nappies recycled! NappiCycle has now processed 38 million nappies throughout Wales.

June 2020 Pura is born! Guy and Abi Fennell launch Pura in Cheshire, England, to give parents eco-friendlier wipes and nappies.

2021 Fibre tested in asphalt Recycled fibre is tested for use as an additive in asphalt to create more durable roads.

February 2021 Pura NappiCycle starts Pura and NappiCycle join forces to spread awareness of nappy recycling and improve R&D. The long-term goal is to bring a nappy recycling service to all UK parents.

February 2022 Road paved with nappies A stretch of highway in Ceredigion and Pembrokeshire, Wales, is paved using asphalt with the recycled nappy fibre.

July 2022 1st England trial Pura NappiCycle in partnership with Asda, launch the 1st nappy recycling trial of it's kind in Bristol, saving 31,500 nappies from landfill.

January 2023 UK's 1st recycled nappy signage Pura NappiCycle produces the UK's 1st in-store signage using recycled nappies & replace plastic shelving in 320 Asda stores.

July 2023 Partnership extended Pura NappiCycle agree to a 5 year exclusive partnership. The goal is to deliver more nappy recycling trials and to continue to persuade the government to deliver a UK-wide service.