About FreshTray
FreshTray was founded in 2020 by Maarten Claes from Heusden-Zolder and has since grown into a dynamic team of ten enthusiastic employees. What started as a personal discovery grew into an innovative and circular solution for waste management.
Where it all began
During a beach clean-up in Brazil, Maarten discovered a recycling system specifically for cigarette butts, designed to limit their enormous environmental damage. Intrigued by this approach and always passionate about sustainability, he started a market research in Europe. The results were shocking: cigarette butts were also one of the biggest polluters here, but there was no company that recycled them.
In addition, additional challenges emerged, such as burning and smelly garbage bins, non-weatherproof materials and the lack of proper maintenance for smoking areas.
This formed the basis for FreshTray: a total solution that combines circular waste management with smart, sustainable products and tailor-made service.
More than a cigarette butt column
What started with the FreshTray Cigarette Butt Column quickly grew into a broader mission. Recycling cigarette butts was just the beginning – it soon became clear that waste management could be approached in a circular and sustainable way in many more areas. The search for innovative solutions continued, and FreshTray expanded its range with smart, environmentally friendly products that contribute to a cleaner living environment.
Solutions with attention to biodiversity
FreshTray believes in the principle that waste management should go beyond just cleaning up. That’s why our solutions are designed with biodiversity in mind. The FreshBee smoking area, for example, is not just a smoking area, but a green zone with a green roof, insect hotel and water reservoir, which not only minimizes the impact of smoking, but also contributes to a healthier environment.
Dog poop as raw material
In addition to cigarette butts, dog poop residues are a major source of nuisance and pollution in public spaces. With the FreshPaw Dog Poop Column, FreshTray offers a circular solution in which collected dog poop is processed into fertilizer for potting soil. In this way, waste is not only managed, but also reused as a valuable raw material.
Social impact and engagement
Sustainability is not just about the environment, but also about people. FreshTray focuses on social employment and collaboration with local partners to not only reduce waste, but also to make a social impact. With projects such as the FreshCrew, an awareness team that actively focuses on behavioral change and education, we increase awareness and make sustainability a shared responsibility.
The future of circular waste management
FreshTray continues to innovate and search for new circular solutions. From recycling to reuse, awareness and advice, our goal is to support companies, cities and organizations in a sustainable transition. Together we work towards a cleaner, healthier and greener future, in which waste is not a problem, but an opportunity.
