AI : Greyparrot takes circular economy award at UK Green Business Awards
Greyparrot's Deepnest platform uses AI-powered waste analysis to show brands what actually happens to their packaging once it is thrown away. That visibility is helping companies design more recyclable packaging, cut waste and move faster towards a genuinely circular economy.
Greyparrot beat a strong field to take the prize, seeing off shortlisted entries such as easyJet's Uniform Recycling and Donation Initiative, Virgin Media O2 and Hubbub's Time After Time Initiative, IFCO UK's ASDA Reusable Packaging Container Project, enfinium's Repair Café Support Fund, and the Equans UK & Ireland, InfraRed Capital Partners and Vercity Recirculate Project.
Judges singled out Greyparrot's "pioneering packaging waste intelligence platform" for giving leading brands the data and transparency they need to improve packaging circularity, while also pointing to the company's real-world impact through its client base and its role in enabling recyclability-boosting design changes.
A well-earned honour
The win adds to a growing list of accolades for Greyparrot, which has also been named one of TIME's Best Inventions, ranked #5 in TechRound's AI45, listed among Fast Company's World Changing Ideas 2025 and Most Innovative Companies 2025, named a Sifted 100 fastest-growing UK & Ireland startup, and crowned AI or Technology of the Year at the Awards for Excellence in Recycling & Waste Management.
Ambarish Mitra, Co-founder of Greyparrot, commented on the win: "Packaging that looks recyclable on paper is often unrecoverable in practice. That gap has been invisible to brands, until now.
Deepnest measures how products actually perform inside real recycling facilities across 20+ countries. In our data, clear PET sorts at close to 95%, while some coloured PET falls as low as 15%. Same material, very different outcomes.
For consumer brands facing EPR and PPWR, that visibility is now a commercial advantage. It turns sustainable packaging from a guessing game into a design decision backed by evidence."
"Winning in a category of companies of this calibre shows how critical data and intelligence have become to solving the global circularity challenge. The impact is already real. The bigger prize is rolling out this technology to connect the whole packaging value chain and accelerate the shift to a circular economy."