Greyparrot Launches an AI Platform to Help Brands Track $100 Billion Worth of Recyclables

Greyparrot, known globally for its expertise in waste analytics, has launched Deepnest, a platform to give brands direct access to insights on their recyclable waste

It helps to measure the real-world impact of their product innovations by offering insight into testing packaging formats,  quantifying packaging innovations and circulatory intervention, identifying design elements that reduce recyclability and benchmark recycling performance against competitors.

“The term “waste” is itself a misnomer – our data shows that post-consumption materials are worth billions to our global economy. For too long, brands have had to operate with little visibility into their packaging’s end-of-life,” said Ambarish Mitra, co-founder of Greyparrot. 

“Empowering brands with real-world data on their products’ recyclability gives them a huge competitive advantage, which is exactly what Deepnest is designed to do. ”

It reveals exactly how packaging moves through the waste system by showing what is sorted, recycled or lost, removing assumptions and relying solely on objective, data-led insights. It tracks packaging performance by brand, material, product type, and region. 

Intelligence tools like these encourage big conglomerates to take part in a circular economy while staying financially efficient. Unilever, Amcor and Asahi Beverages are trialling Greyparrot’s technology to navigate the changing landscape of waste management and business-critical insights.

Deepnest leverages the world’s most comprehensive household packaging waste database, processing over 40 billion waste items annually across more than 20 countries. With the potential to uncover up to $100 billion in recyclable value by 2040, it represents a major leap toward scalable, data-driven circularity.