Circular Economy Ecosystem

We are collaborating across the industry to invest in South Africa’s transition to a more sustainable, low-carbon economy.

Black entrepreneur talking to group of people in the outdoors
Circular Economy Accelerator logo

Building businesses that are a force for good

Sustainability and the green economy are more than a fad – they are the new business imperative. The question is how can we help to grow South African businesses that live this reality? We are passionate about Building a better South Africa and building profitable green businesses that are good for the world.

That’s why we are so delighted about our unique Circular Economy Accelerator Programme (CEA), launched in partnership with J.P. Morgan and the Embassy of Finland, which aims to support the growth of over 100 small and emerging businesses across South Africa.

Our Partner-led Approach

We share a vision for a circular economy: a truly sustainable future that works without waste in symbiosis with our environment and resources. 

We are working towards a future where every product is designed for multiple cycles of use and different material or manufacturing cycles are carefully aligned, so the output of one process always feeds the input of another.


We are building our ecosystem of partners to accelerate sustainable impact for the businesses we help. This ensures that we invest for good and build environmentally-friendly supply chains.

Impact Driven​

The circular economy has numerous opportunities for job creation and boosting the economy while adding measurable improvements in sustainability for South Africa.

Open Source​

The most effective way to build a circular economy is through an open ecosystem with cross-industry collaboration, more transparency and more open standards.

Award-winning examples of how we’re helping to create change.


GROUNDSWELL, launched with seed-funding from J.P. Morgan, is a tailored business acceleration programme for entrepreneurs who are passionate about bringing critical solutions for today’s environmental challenges. The programme is designed to create collaboration between entrepreneurs, technical agencies, corporates and sources of capital.

#JustAddGreen Programme

The J.P. Morgan JustAddGreen or #JAG Programme supported the growth of 21 small businesses who had a focus on sustainability and job creation. At the end of the programme the businesses on the programme created and sustained 88 full-time jobs and created 81 part-time jobs.