Funded project – The Circuiti Circular Economy Exchange
Circuiti, now a social enterprise, matches medium to large organisations with circular economy businesses and delivers solutions to eliminate waste and meet sustainability targets. It utilises a data-driven approach and trusted partners for customer ESG and impact outcomes.
Background
Reground, in collaboration with Farmwall and Sporadical City Mushrooms (SCM), is pioneering an innovative business model that bridges the gap between corporates seeking effective waste elimination solutions and trusted circular economy businesses (CEBs). The project, now operating as Circuiti, tackles a major market failure: corporates face challenges in meeting sustainability targets and reducing waste, while CEBs struggle to scale their impact and access larger markets.
With extensive experience in business waste practices, sustainability reform, and circular economy solutions, Reground brings strategic leadership to this challenge. Partnering with Farmwall, leaders in sustainable urban food systems and nature-positive education, and SCM, urban mushroom farmers redefining waste-to-resource innovation, the project has developed a high-impact matching platform that connects corporates with verified circular solutions.
This initiative drives real outcomes for Victorians—accelerating the circular economy, creating new jobs, and enabling businesses to cut waste while achieving sustainability goals. By linking corporate demand with proven circular solutions, Circuiti is shaping a more sustainable and innovative business ecosystem in Victoria, with potential for expansion into other regions.
Stages
| 30/11/2023 | Project initiation including team recruitment and establishment of project foundations |
| 01/03/2024 | Development of brand identity, intellectual property framework, and comprehensive research on current state |
| 01/05/2024 | Corporate stakeholder engagement and initial product prototype development |
| 01/08/2024 | Establishment of Circular Business Network and prototype refinement based on feedback |
| 01/10/2024 | Launch of Minimum Viable Product (MVP) and business model finalisation |
Outcomes
Through the establishment of Circuiti as an independent entity, the project has created a sustainable platform for connecting circular businesses with corporate customers.
Key achievements include:
- Building a network of 40+ circular businesses
- Creating three new roles in the circular economy sector
- Developing two new products including a digital MVP for matching circular solutions with corporate needs
- Achieving 15 tonnes of implemented waste avoidance
- Securing additional funding through RMIT ACF Board pitch
The project has demonstrated strong economic viability through corporate partnerships, consulting opportunities, and potential for scalable growth through digital solutions.
Challenges
Limited Understanding of Circular Economy
A significant challenge was the widespread lack of understanding about the circular economy concept, requiring a shift in language to focus on more tangible outcomes like waste elimination.
Market Definition Complexity
The nascent state of the circular economy sector in Australia made it difficult to clearly define the market and establish appropriate problem-solution matches to target early activity.
Resource Management
Balancing product development with stakeholder engagement proved challenging, requiring careful prioritisation and continuous adaptation of approaches.
Metric Alignment
Initial metrics focused on implementation volumes rather than innovation outcomes with the original proposal, necessitating a shift towards measuring progress in problem definition and solution development.
Insights to share with other businesses
Success in circular economy initiatives requires targeted engagement with key decision-makers, particularly those in operational roles with budget authority. Continuous iteration based on stakeholder feedback is crucial, as is maintaining a commercial focus from day one. Strategic partnerships and expert advisors provide invaluable guidance in refining approaches and achieving sustainable outcomes.
What's next?
Circuiti is pursuing a three-pronged approach focusing on strategic partnerships, sustainability consulting collaboration, and impact consolidation. The business plans to develop additional tools including a vetting framework and Total Cost of Ownership template while engaging in investment discussions to accelerate growth.
From the grantee
"The project has enabled our team and partner businesses to connect with the bigger picture, seeing the difference Circuiti can make. It has reinforced the importance of collaborations and the iterative feedback loop that helps refine new offerings and opportunities."
