Episode 180
Martin Salter – Co-Founder and CEO of social impact enterprise, WOSUP – joins the podcast for Episode 180.
Martin Salter is the Co-Founder and CEO of social impact enterprise, WOSUP (War On Single Use Plastic) – a business replacing single-use plastic cups in large-scale sport and entertainment venues with reusable and infinitely recyclable aluminium cups.
Martin’s media and advertising career has early roots in hospitality with a Swiss hotel management diploma – learnings from which he’s carried across his career and personal life.
In THe Interview
Origin and Mission
Martin Salter’s entrepreneurial journey traces back to his hospitality roots, with early experiences in catering and media. The pivotal moment came during a Sydney Swans game, where he and business partner Kyle Page witnessed the enormous plastic waste generated by large venues. This observation sparked WOSUP, a startup dedicated to replacing single-use plastic cups with reusable aluminium alternatives.
Operational Complexity
Salter explains that implementing a cup replacement system is more intricate than it appears and that WOSUP must navigate relationships with multiple stakeholders. The company’s innovative approach attempts to ensure that each of those stakeholders derives tangible benefits, making environmental sustainability commercially attractive.
Technical Innovation
The cup cleaning process is rigorous, involving industrial washers that clean at over 70°C and dry cups at up to 96°C. WOSUP uses a strategic approach, calculating cup requirements based on venue size and implementing efficient collection and cleaning processes.
Advertising and Engagement Model
A unique aspect of WOSUP’s model is integrating advertising and patron engagement. By placing brand logos and QR codes on cups, they create a valuable marketing platform to engage an audience with significant ‘dwell time’ during events. The emerging rewards platform aims to provide additional value to sporting clubs and their fans.
Environmental and Personal Motivation
Salter’s motivation stems deeply from his concern for future generations, particularly inspired by his daughters. He views his generation as a crucial bridge in addressing global environmental challenges, seeing WOSUP as a potential catalyst for meaningful change.
Future Aspirations
Drawing inspiration from global brands like Adidas and their sustainability initiatives, Salter envisions WOSUP as a global solution to single-use plastic waste. The startup aims to expand its model beyond Australia, addressing environmental issues as a collective global challenge.
Feature image by Toni Cuenca, Unsplash.
