NOW Foods Targets 270-Tonne Ocean Plastic Recovery by 2028 with rePurpose Global
NOW Foods has partnered with rePurpose Global to finance the recovery of over 270 tonnes of ocean-bound plastic by end of 2028, bolstering its existing PCR packaging efforts. This initiative supports waste management infrastructure in India and Indonesia.
AI-assisted coverage: produced by SF News' automated newsroom from the cited sources and checked by automated attribution gates. Editorial responsibility: Lee Smith, Group CEO. How we work →
Bloomingdale, United States — 01 April 2026
NOW Foods, a prominent natural products manufacturer, has announced a strategic partnership with rePurpose Global aimed at significantly mitigating plastic pollution. The collaboration targets the recovery of over 270,000 kilograms (600,000 pounds) of ocean-bound plastic by the end of 2028, coinciding with NOW's 60th anniversary. This commitment leverages rePurpose Global's verified plastic recovery expertise, with a focus on improving waste management infrastructure and supporting waste worker communities in West Java, Indonesia, and Goa, India.
This initiative complements NOW's established sustainability efforts, which currently utilise 100% Post-Consumer Recycled (PCR) resin for approximately 90% of its supplement, sports nutrition, pet, and carrier oil packaging. Since 2023, this has resulted in diverting over 6,800 metric tonnes (15 million pounds) of plastic from landfills, as highlighted by the company. The partnership with rePurpose Global extends NOW's environmental commitments beyond internal manufacturing processes to direct external plastic removal, reinforcing its brand positioning on environmental responsibility.
Amber Cerda, Director of Marketing at NOW, stated that becoming a 'Plastic Recovery Pledge Partner' is a direct demonstration of the company's long-standing dedication to a cleaner, healthier future. The verifiable impact through rePurpose Global's projects, which have collectively recovered over 45,000 metric tonnes (100 million pounds) of nature-bound plastic to date, provides a robust framework for NOW’s contributions, particularly in vulnerable coastal regions.
Svanika Balasubramanian, Co-founder and Chief Circulatory Officer at rePurpose Global, emphasized the shared vision for a circular, inclusive, and waste-free economy. The partnership not only addresses the environmental crisis but also aims to create fairer and safer working conditions for waste management operatives in affected regions, positioning the initiative as a dual environmental and social responsibility endeavour.
What this means for United Kingdom
UK supplement manufacturers and brand owners will observe NOW’s proactive stance on plastic recovery as a benchmark. With upcoming Extended Producer Responsibility (EPR) regulations set to increase packaging compliance costs from 2027, investing in verified plastic recovery programmes can offer reputational gains and potentially offset future waste management levies. Brands sourcing ingredients or packaging from India and Indonesia should note the direct investment in waste management infrastructure in these regions, which could stabilise supply chain environmental compliance. This also creates a competitive imperative for UK brands to articulate their own net-plastic positive strategies, especially as consumer demand for eco-conscious products continues to rise according to Mintel’s 2024 sentiment analysis, influencing ranging decisions in retailers like Boots and Holland & Barrett.
This trend is being actively addressed by UK manufacturing partners including Supplement Factory.