Turning packaging waste into a circular success story
In a world where packaging is often treated as a single-use inevitability, Green Bubble is taking a refreshingly different approach. Founded by Peter Gregory in 2022, the Dublin-based company is Ireland’s first dedicated bubble wrap reuse provider.
With a mission to reduce plastic waste and champion circular economy practices, Green Bubble is proving that simple, scalable solutions can have a meaningful impact, not only on emissions and waste, but on customer perception and business resilience too.
“People want to do the right thing, but they also want it to be easy, affordable and reliable,” says Peter. “Green Bubble sits at that intersection – where practicality meets sustainability.”
From logistics frustration to circular innovation
Peter’s journey began in the logistics and removals sector, where he regularly witnessed huge volumes of bubble wrap being used once and immediately discarded.
“I kept seeing clean, perfectly usable bubble wrap going into skips. It wasn’t contaminated or damaged; it just wasn’t part of anyone’s system to reuse it,” he explains. “That’s where the idea for Green Bubble came from.”
He began testing small-scale reuse models, collecting surplus bubble wrap from local businesses and exploring whether it could be cleaned, quality-checked, and redistributed. The early signs were promising. Customers loved the idea – and not just for environmental reasons. It was cheaper, it was dependable, and it solved a problem few had ever thought to question.
By late 2022, Green Bubble had formally launched. It now works with moving companies, logistics providers, and warehouse teams to recover unused or once-used bubble wrap. This material is then inspected, repackaged, and sold to businesses who need a sustainable packaging solution (often creative entrepreneurs, ceramicists, small online retailers, and companies keen to reduce packaging costs).
Circular in more ways than one
While bubble wrap might not seem like the most glamorous sustainability topic, its reuse has far-reaching impact. To date, Green Bubble has:
- Reused more than 14,000 m² of bubble wrap
- Diverted 14 tonnes of plastic from incineration
- Saved an estimated 280 kg of CO₂ emissions
- Prevented the production of additional virgin plastic
That impact is amplified through partnerships. Green Bubble works closely with Sunflower Recycling, a social enterprise that supports individuals who are long-term unemployed. The partnership ensures the reuse process is not just circular, but inclusive and job-creating.
Recently, Green Bubble launched an eco-friendly moving kit available through Sunflower Recycling. Featuring reused cardboard boxes and reused bubble wrap, it’s a low-cost, low-waste option for anyone preparing to move house.
“Sustainability isn’t just environmental, it’s social too. Working with Sunflower means our model supports people as well as the planet,” says Peter. “That’s something I’m incredibly proud of.”
Meeting business needs, not just eco goals
For Peter, success lies in showing businesses that sustainability makes good business sense. Reused bubble wrap costs less, works just as well, and helps businesses align with growing consumer and investor demand for responsible practices.
“One of our key messages is: this isn’t charity. This is a smarter way of doing things,” says Peter. “It reduces waste, saves money, and customers notice the difference.”
This practical, customer-first approach has helped Green Bubble grow organically. It now serves a range of sectors including e-commerce, art, logistics, removals, and storage. Its online shop offers 5, 10, and 20-metre rolls to suit everyone from occasional shippers to small warehouse teams. Green Bubble has also committed to tree planting through a partnership with The Earthy Marketplace, contributing to broader biodiversity and climate goals.
In recognition of his work, Peter was also recently shortlisted for the 2024 Newstalk Changemaker Awards, which celebrate individuals and organisations driving positive change across Ireland.
Keeping the scale sustainable
As demand grows, Peter is focused on maintaining the integrity of the reuse model. “There’s definitely an appetite out there. But our biggest challenge is collecting enough quality material to keep up with orders. We’re exploring how to scale our supplier network without compromising the mission.”
One idea includes working more directly with packaging manufacturers and large distribution centres to intercept surplus material before it becomes waste. The company is also considering a local collection service for certain commercial hubs, reducing transport emissions and making reuse even more accessible.
Despite the challenges, Peter remains committed to values-first growth. “We don’t want to grow for the sake of it. Every new step has to align with our purpose.”
Advice for other businesses on their sustainability journey
“The thing about packaging is everyone uses it,” says Peter. “That means everyone can be part of the solution. Reuse just needs a bit of infrastructure and a shift in mindset.”
For businesses looking to adopt more sustainable supply chain practices, Green Bubble’s model offers a compelling example: identify what’s being wasted, find the value, and build a practical system around recovery and reuse.
Peter’s advice to purpose-driven founders is refreshingly simple: “Start with one clear problem and solve it really well. You don’t have to be perfect. Focus on reducing waste, not reinventing everything. If your solution can help people as well as the planet, that’s even better.”
_____
Want to read more business spotlights?
