The Ad Green Initiative

24 Jan 2017

The Ad Green Initiative

January 24, 2017Business

Our friends from Ad Green ( came to visit and this is what they had to say about what they saw:

Recycling doesn’t actually happen does it? Oh yes it does!  It all goes in landfill in the end right? Oh no it doesn’t!

 In order to help dispel these myths, Daisy and I headed to deepest darkest Deptford at the beginning of the year to check out the HQ of our latest green recommendation: recycling and waste company, Quantum Waste.
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Having been to a few MRFs before (that’s a ‘materials recovery facility’ to you and me), I was expecting to find a sprawling, smelly, depressingly full-of-all-kinds-of-crap open warehouse with miles of sorting conveyor belts, and a group of seagulls circling overhead. However, as we approached, we realised we were headed to a railway arch. Eh?


Spanish-born Javier Rojo, who set up Quantum Waste around 4 years ago after working at Climate Change Capital and Lehman Brothers, met us at the entrance to the arch, having just hopped off his bike, and took us inside. It’s compact but neat, and everything has its place. Most importantly there’s practically no smell. Compost bins at the back, plastic compactors on the left, sorting tables and cardboard balers on the right. ‘We deal with more than a 1,000 bags a day in here which we ask customers to separate into food waste and everything else’, Javier tells us. Each bag being sorted by hand, by the drivers who have collected it. This may sound like a laborious process, but as Javier says, ‘the most sophisticated sorters are humans, not machines.’ The guys here get through roughly 12 bags an hour, and sort into aluminium, steel, cardboard, paper, clear PET plastic, frosted HDPE plastic (such as milk cartons), Plastic film, cooking oil, glass and food waste & garden waste for compost.

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We check out the compost bin, where food and other compostable matter sits for around 4 weeks, before going to cure in a greenhouse for a further 4. It’s generating some impressive heat on this cold January day, as the enzymes break down the food waste, making some of the best compost money can buy (at only £1.50 a bag!). Javier takes a minute to show us the results: egg shells, bones, still roughly visible but amazing for feeding your garden. However, he also comes across an unwelcome sight – a rogue fruit sticker, his arch nemesis in compost making. ‘We sieve the compost before bagging to try and get them, but the odd one slips through the net’, he says. They also work with food waste charity FareShare, ‘sometimes they just have too much food, and can’t distribute it before it’s past it’s best. This way something positive still comes from those donations’.


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And what happens to the recyclable materials? Once they have enough of any one type, they’re sold at market rates, to those using the raw materials to make new products. Prices range from around £70 for a tonne of cardboard, to roughly £150 for a tonne of plastic milk bottles. Around 70% of the plastic actually ends up in China. The funds from these sales plus the fees charged to customers like us for collection are how Quantum Waste keep going. They are well known in their local area, serving a lot of the nearby businesses such as Goldsmiths University and Pop Brixton, and those in neighbouring arches, who drop off their waste by hand. Occasionally they also pull out some gems: the whole team of driver-sorters is dressed in high vis and steel toe cap boots that turned up in a collection from Network Rail.


For these guys, ‘rubbish’ is any item too soiled (with food) to be recycled – sale prices are affected if the materials aren’t clean enough. These items are taken to an energy recovery facility. Essentially this means the waste is burned and energy generated through the combustion process is captured and sold back to the energy grid. Technically this is what’s called ‘zero waste’ as nothing Quantum Waste collect is going to landfill. However, he warns us to be wary when looking at other waste companies’ claims: ‘As we’ve explained, zero to landfill doesn’t mean that everything is being recycled, and larger facilities with sorting machines will reject large quantities of bags which are too mixed up. Those bags are burned, which although diverting from landfill, is not the best solution. The way we work means we can guarantee around 90% of the materials we collect are recycled or composted, and only a small amount goes to energy recovery.’ A lot of this rubbish from larger facilities is actually sent to Europe to be incinerated, leaving Javier wondering what might happen once Brexit kicks in. Will we start dealing with it better once it’s all stuck in our own backyard?


Having recently developed their online booking system (, Quantum Waste are keen for us to start adopting it to book in collections from our shoots. It’s easy to use, giving you an estimated collection cost, and even sends you an alert once the rubbish has been collected, along with a payment link for PayPal. Better waking up to that than an email from an angry neighbour at your location because some fox has been through your uncollected waste and scattered a load of leftover apple crumble and custard over their front lawn. You can get more details about using the app over on our ‘Waste Management on Set’ page.


In the future QW aims to have several sorting facilities around London, minimising driving time (and emissions) getting around all of their customers, including our shoots. They’re also looking into electric vehicles to reduce emissions further, as well as developing a city farm project in on the edge of London near the M-25 in conjunction with the local council and community. Using Quantum Waste is a great way to cost effectively recycle and compost waste, and long may their great work continue!

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