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In the December edition of Set in Stone®, we’re reflecting on a year of intense growth for Okeanos, celebrating wins large and small, and looking ahead to the actions we can all take in 2025 to move the needle.
OKEANOS ® BUSINESS NEWSLETTER – December 2024
Change is hard. Change in sustainability is not only hard but also expensive. While good ideas and noble intentions are critical, they are not enough.
Despite widespread agreement on the urgent need to address plastic pollution and climate change, progress remains frustratingly slow. Unfortunately, 2024 feels like a year lost in the fight.
The global outlook isn’t promising. From Baku’s COP29 to the stalemated INC 5 plastic treaty negotiations, decisive action has been missing. Chemical recycling continues to be impractical, physical recycling rates are at historic lows, and bioplastics remain neither scalable nor affordable. Many of the celebrated market “unicorns” are running out of cash, with some likely to face insolvency in 2025. The dream of global compostability, once a beacon of hope, is fading.
Even major corporations like Coca-Cola are scaling back their ambitious plastic and CO₂ reduction goals. With 2030 just around the corner, these targets are beginning to feel unreachable.
At Okeanos, we acknowledge the uncomfortable truth: there are no silver bullets. But that doesn’t mean we should give up. The time to act is now, with immediate, practical solutions that, while imperfect, can start reducing both plastic and CO₂ impacts today—and without additional cost. It is still possible to start “bending the curve” today.
We also believe transparency and education are critical to mobilizing the billions of people who care about our planet’s future. The global population—especially the youth—has never been more united or reachable. It’s vital that we seize this opportunity to inform and inspire collective action.
Our solution, Made From Stone, is immediate, scalable, and cost-effective. We are doubling down on our global yet local production strategy, prioritizing innovation, AI and other technologies to connect and educate, while actively advocating for meaningful legislation. In 2025, we will announce significant new developments with companies, universities, and NGOs around the world. These collaborations reflect our unwavering commitment to seeking and supporting any hopeful solution forward. A good idea, regardless of its origin, is still a good idea.
We remain optimistic, focused, and determined to continue leading this change. It is not too late to start taking small, bold, and immediate steps. Reach out to us to implement our solution or any other solution but take action. Engage young minds. We desperately need to make 2025 a year of action.
Happy holidays, and a safe and peaceful 2025.
Florencio G. Cuétara
Chairman & CEO
Okeanos Group LLC
It’s not all bad news! In a rare bright spot for global sustainability, the Ellen MacArthur Foundation’s latest report reveals that the amount of plastic used worldwide in 2023 decreased compared to previous years.
According to the foundation’s report, which includes data from 124 signatories that represent about 20% of all plastic packaging produced worldwide, it appears that efforts to curb plastic production and use are starting to pay off.
Driven by growing awareness of plastic pollution and the push for a circular economy, the report highlights a reduction in virgin plastic use by 3% since 2018 – the largest year-over-year drop since EMF began reporting six years ago. Additionally, post-consumer recycled plastic (PCR) now accounts for 14% of retail signatories’ packaging.
While this news is positive, there is still work to be done. Despite reported reductions by the signatories, the overall plastics market increased its virgin plastic use by 8%, and only 1/3 of global commitment signatories are on track to achieve their plastic reduction targets.
Will 2025 be the year you reduce the amount of plastic you use in your packaging?
Products Made From Stone™ are making their way to store shelves worldwide and people are taking notice.
Just this week, leading producer Plasmar was featured in the Colombian magazine Revista Semana, in an article highlighting their commitment to sustainability and vital role in supporting Made From Stone’s mission to reduce plastic waste through innovative packaging solutions. In the same week, Argentina’s leading bag manufacturer, Superbol’s work with Okeanos on e-commerce bags was featured in Infobae, the largest digital media outlet in the country!
As we approach the end of the year, Okeanos is incredibly grateful for the support of our clients and partners. Achieving our mission of a less plastic planet could not happen without these organizations and the passionate individuals who drive them.
Read both articles below!
“Plasmar uses a technology called Made from Stone, whose main compound is calcium carbonate. It is a mineral that is renewable and “naturally abundant with a fraction of the CO₂ from petrochemicals… which is why it is a better option than virgin resin. ” – Catalina Márquez, partner at De Guzmán Márquez Abogados and Plasmar SAS
“The new material not only redefines the concept of packaging , but also contributes significantly to reducing the carbon footprint, aligning with the growing demands of a sustainability-conscious market,”
– Alberto Armando Fernández , founder of SuperBol.
“Santi brings passion, dedication, and curiosity to the technical team and his desire to succeed is unmatched.”
Nominated by his colleagues from around the world, Technical Sales Director Santiago Villard, stands out from the pack for a myriad of reasons – that’s why he’s our Rockstar of the Year!
Mary Lehrter, VP of Process Innovation and Rockstar of the Year 2023 explains why Santi is most deserving of this award, which was voted on by his colleagues.
Santiago brings his years of expertise managing teams and equipment to the Technical Sales Team. Before his time at Okeanos, Santi worked at Cerveceria y Malteria Quilmes, a subsidiary of Anheuser-Busch InBev. Here, Santi worked his way up from quality analyst to plant maintenance before being named production manager. During that time, he worked alongside brands including Gatorade, PepsiCo, 7-UP, Budweiser, Stella Artois, and Corona. Santi met his now wife Mayra at work and is now a proud father to 1-year-old daughter Jazmin, and four-year-old twins Gaspar & Simon .
“I was honored to announce Okeanos 2024 RockStar of the Year award to Santiago Villiard. Since I have known Santi, his role in the company has changed from manufacturing leadership to tech sales, where he now directs a new team. In a very short time in this role, I have experienced his desire to excel and do things right, but most of all, his technical and engineering insight and performance have been exceptional. Santi brings passion, dedication, and curiosity to the technical team and his desire to succeed is unmatched. Our team is fortunate to have him. Congratulations Santi!”
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