In October of this year, the European Parliament voted in favor of a ban of the ten most notorious single-use plastics that harm our planet and marine life, including straws, plastic cutlery and cotton buds. The vote also committed to a move towards a circular economy – recognizing the inherent value of the 2.12 billion tonnes of waste that is dumped globally each year. Yet questions remain about how we deal with the items not on the list, the ones where there are no obvious alternatives; the fruit trays, the ice cream tubs, the burger boxes. With waste generation expected to double by 2025 we must continue to act on this growing crisis and be more innovative with waste.