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We built Greyparrot to help recover more waste –not just because it’s right, but because waste has value. OurAnalyzer unitsdetect tens of billions of waste objects each year, giving recovery facilities the data they need to run smarter and recover more.
And here’s what the data has taught us: waste is society’s fingerprint, anda trace of every decision we make about what we buy, how we use it, and what we throw away.
Even as recycling technology improves,and waste professionals push the boundaries of what’s possible, there’s still a huge disconnect.
Waste managers can’t control what shows up at their door.
And crucially, brands don’t have a clear picture of what happens to their packaging after it leaves the store shelves.
That's why we builtDeepnest.
The why
For decades, brands have made billion-dollar decisions about packaging redesign, sustainability goals, and regulatory compliance, allwithout real-world visibility on how their packaging performs in the waste system.
Most rely on lab tests, software models, or consultants to predict recyclability. But these methods miss the mark because they don’t reflect what actually happens in the real world.That’s the knowledge gap we set out to close with Deepnest.
The world’s first AI waste intelligence platform for brands
I’m proud to introduce Deepnest –a breakthrough platform built on Greyparrot’s database, which analysed over40 billion waste objects in 2024 alone, across 20+ countries.
For the first time, brands can look beyond the surface and understand what truly happens to their packaging in material recovery facilities.This real-world data reveals objectively: what’s sorted, recycled, or lost - at a scale never seen before.
Deepnest creates a shared language of data and facts that empowers brands to:
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Measurepackaging sortability and recyclability in real facilities
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Benchmarkperformance by region, material, and product category
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Drive smarter packagingdesign –from label tweaks to material swaps
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Stay ahead ofregulationslike extended producer responsibility (EPR) and the EU’s Packaging and Packaging Waste Regulation (PPWR)
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Back sustainabilityclaimswith clear, independent data
What industry leaders say about Deepnest
"The packaging industry relies on lab scale testing and software models to predict recyclability of packaging solutions, but actual real-life data is missing, given the huge resources it would take to get real waste data at scale from operating facilities. With Greyparrot’s AI-powered waste intelligence, Deepnest is unlocking real-world recyclability data that the packaging data chain has been missing."
– Mark Roberts, Circular Economy Director,Amcor
"We’ve been looking for real-time data to help maximise the impact of our PET recycling facility. Deepnest can transform that data into insights that guide smarter packaging design from the outset."
– Sandra Gibbs, Chief Supply Chain Officer, Asahi Beverages
"Insights like these could critically help to inform future packaging design, enable recyclability in practice and at scale."
– Dr Liz Smith, Global R&D Head of Deodorants,Unilever
Six years in the making
Deepnest didn’t happen overnight.
It’s the result of six years of relentless work by theGreyparrot team –machine learning engineers, data analysts, product designers, commercial teams and waste experts.
Together, we’ve turned the chaotic, unseen world of post-consumer packaging waste into a platform that delivers real-world insight at unprecedented scale.
Our goals haven’t changed.
We’re still on a mission to digitise the waste value chain and fast-track the shift to a circular economy.
For that to happen,the waste sector needs a seat at the table – shaping how products and packaging are designed.
That upstream feedback loop holds massive value, and waste managers should be the first to benefit from it.
In short, Deepnest is designed to facilitate packaging that is easier to recover in practice,not just in theory.
ℹ️ Read thefull announcementabout Deepnest.
📰 Visit the newly launcheddeepnest.aiwebsite.