What happens when a deep-tech packaging startup, a leading Nordic beauty brand, and one of Finland’s most iconic food producers take the stage together? In this special live episode of The Circular Coffee Break, recorded at ARKI 135 during WCEF2025 Studio Helsinki, Michael hosts a dynamic panel featuring Susanna Partanen (CEO & Co-founder, Woamy), Alain Mavon (VP R&D and Sustainability, Lumene Group), and Oleksandra Martynova (Marketing Manager, Fazer). Together, they explore how companies across sectors are embedding circularity into complex production and consumption systems, from regulatory shifts to breakthrough collaborations.
The conversation kicks off with insights into how regulation is both an accelerator and a hurdle for circular innovation. Susanna Partanen highlights how the new EU Packaging and Packaging Waste Regulation (PPWR) is pushing brands toward recyclable and reusable materials, creating opportunities for startups like Woamy to introduce sustainable alternatives. Alain Mavon of Lumene emphasizes the need for regulatory clarity and incentives to support circular practices, noting that while Lumene is advancing with Nordic side-stream ingredients, unclear regulations can slow progress.
Collaboration and co-creation emerge as key themes, with Oleksandra Martynova sharing how Fazer partnered with a brewer to upcycle bakery by-products into new ingredients. The panel discusses the shift from traditional supply chains to dynamic innovation ecosystems, where startups, researchers, and large companies collaborate through public-private partnerships.
The discussion also delves into the challenges of scaling circular solutions. Susanna Partanen explains how Woamy is navigating the \"chicken-and-egg\" problem of scaling production while securing early adopters. The panelists agree that forward-looking regulation, smart public funding, and risk-taking brands are essential to breaking this cycle.
Looking ahead, the conversation touches on the importance of regenerative practices, particularly in agriculture, and the need for education and new incentives for farmers. The panelists emphasize that circularity is not just about closing loops but about opening new ways of thinking, partnering, and innovating.
Why listen?
Whether you are a policymaker, an entrepreneur, or simply interested in how circular innovation is reshaping industries, this episode offers a practical and inspiring perspective on turning circular ideas into action.
Keywords: circular economy, WCEF2025, ARKI 135, Woamy, Lumene, Fazer, Susanna Partanen, Alain Mavon, Oleksandra Martynova, regulation, collaboration, scaling circular innovation, public-private partnerships, regenerative practices, systemic change
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