Tide Ocean SA

We live in a world where plastic is predominantly newly produced and thrown to waste, and large amounts of it even end up in our soil and oceans. The vision of Tide Ocean SA, abbreviated #tide®, is to create a world where plastic gets upcycled instead of newly produced and thrown to waste. In short, #tide® wants to build a circular economy for plastic.

What started as an ambitious project by watch supplier Braloba, soon grew into a full-fledged business. "We could have simply continued as a side project, but the demand was so high that we decided to establish #tide® as a separate company five years ago," Thomas Schori, Founder and CEO of #tide® recalls.

Creating social and environmental impact

One of the company's major accomplishments has been the establishment of a sourcing network in coastal areas, with a central hub in Thailand as well as partnering with organizations in the Philippines, Mexico or Malaysia. "Together we collect plastic waste, compensate collectors per kilo and create both social and environmental impact," Schori emphasizes.

In many regions, plastic waste is inadequately managed, getting swept into rivers and ultimately, the oceans. "We're not just scooping plastic out of the water; we're turning off the tap," explains Schori. This is why #tide® has set up collection points in places like Thailand, allowing people to return plastic similarly to how many in Europe return bottles to grocery stores. #tide® makes sure the collected waste is sorted accordingly and turned into granulates, which they sell to companies looking for sustainable materials.

Transparency as part of the Business Model

Building a sustainable business model wasn't straightforward. One of the main hurdles was constructing a reliable supply chain. "We had to build a system to track the material and trace its origin," Schori explains. This level of transparency was crucial, especially for high-quality industries like Swiss watchmaking, where quality cannot be compromised. To ensure excellence, Tide Ocean collaborates with institutions like IWK (Institute for Materials Technology and Plastics Processing) in Rapperswil and employs top technical experts. 

Quality, brand trust and transparency are the foundation for this type of business model. "We want people to know where the plastic in their product comes from," he emphasizes. #tide's strategy is not just about recycling plastic but also raising awareness for responsible plastic consumption. They aim to be a disruptive force in the industry by promoting their label so that consumers can recognize the value of recycled plastic products.

Schori recalls surprising inquiries from large global companies, such as one of the world's biggest car manufacturers. "We wondered if we were being pranked," he laughs.

Also retailers like Aldi or Migros collaborate with the scaling company: Migros started with a limited edition for the "Handy" dish soap bottle that would usually be in their signature color, orange. When the company switched to blue for the recycled version, that was a strong sign that Migros was committed to this project, as changing the color would be a potential risk to their revenue. However, some customers were upset that the recycled bottle was only a limited edition, wondering if Migros wasn't taking sustainability seriously. Fortunately, the product was an instant hit, prompting Migros to add it to their lineup permanently.

Becoming the Fairtrade Label for Plastics - boosted by changing regulations

Schori notes that public awareness of plastic pollution has steadily grown, with mounting pressure on industries to find solutions. However, there is still a long way to go. "This year, we saw a record amount of new plastic produced, even though there's already enough plastic that could be recycled," he says. Recycled plastic has a carbon footprint that is up to 80% lower than newly manufactured plastic, which is something consumers are increasingly recognizing. According to a Nielsen study, 66% of consumers are willing to pay more for sustainable products. "We want #tide ocean material to be as highly regarded in the plastics world as Fairtrade is for bananas," says Schori.

He also highlights upcoming legislation in the European Union that will mandate that by 2030, at least 30% of plastic in single-use products must be recycled. These regulatory changes and taxes on non-recycled plastic in countries like Spain and England will create additional momentum for companies like Tide Ocean.

Scaling Effects for Economic Sustainability

Tide Ocean has earned several awards, which have validated its business and the importance of its mission. "These recognitions have given us confidence that we're on the right path," says Schori. He stresses the importance of achieving large production volumes to ensure long-term sustainability, benefiting the company, the people in affected regions, and the end consumers. However, virgin plastic remains cheaper, and Schori believes regulating its cost would make recycled plastic even more attractive.

Looking ahead, #tide® is working on several long-term projects, particularly in the interior design and automotive industry, for instance focusing on brands with electric vehicles prioritizing lower carbon footprints. Schori believes that these projects will give the company a significant boost.

With this momentum, Tide Ocean is set for its next growth phase, and Schori is optimistic that it will continue to drive both social and environmental change in the years to come.