Reusables: Why We Invested

Amplify Capital is a Canadian venture fund with over $85M in assets under management, investing in early-stage startups addressing the world’s most urgent challenges in climate, health, and the future of work. Since 2016, Amplify Capital has supported over 29 companies and relentless founding teams across Canada and the U.S., in pursuit of superior returns and exceptional impact.

We are committed to making a difference and empowering entrepreneurs to create sustainable solutions.

Problem

Single-use plastic takeout containers are a major contributor to environmental pollution and economic waste. In the U.S. alone, nearly 1 trillion pieces of disposable takeout packaging are used annually, making up approximately 30% of municipal solid waste. This creates a significant burden on both the environment and the economy, with food service waste management costs exceeding $5 billion per year.

Despite growing regulatory and consumer pressure to reduce plastic waste, adoption of reusable takeout solutions remains low. Infrastructure and technical challenges, rising costs of disposable packaging, and consumer behavioral friction continue to hinder widespread adoption at scale.

Reusables’ Solution

Reusables is addressing this problem with a technology-driven, closed-loop reusable container system tailored for institutional food services. The company has built a frictionless, deposit-free, and container-agnostic system that enables institutions like universities, hospitals, and stadiums to transition away from single-use plastic seamlessly. The platform consists of two key components:

• Tap-to-Reuse Technology : Users can borrow reusable containers by tapping their student ID, credit card, or other credential, eliminating the need for deposits or additional apps.

• Smart Return Bins : Proprietary hardware that tracks and collects reusable containers, ensuring a seamless return process and industry-leading return rates

What sets Reusables apart is its scalable, plug-and-play system that integrates seamlessly with institutional workflows. By eliminating the need for custom infrastructure and minimizing user behavior change, Reusables removes key barriers to adoption. This makes reuse not only as simple, but also cheaper than single-use alternatives, unlocking the potential for mass adoption at scale. Their strong commercial focus, proven technology, and mission-driven team position them as a leader in the shift toward a circular economy.

Impact Thesis

Reusables is accelerating the shift to circular packaging solutions, reducing food service packaging waste by up to 81% and representing savings of 30-60% compared to disposable alternatives, making it a sustainably and financially viable alternative. A single reusable container used on average 100 times will have a carbon footprint up to 99% lower than a single-use container.

Scalable reuse is essential for a true circular economy. Unlike materials substitution, which often simply shifts environmental burdens from one lifecycle stage to another, reuse decouples packaging from waste entirely. Reusables’ model ensures high-return rates and operational fit, making it a strong example of a sustainability solution that can grow fast and stick.

Founders’ Alignment

Co-founders Jason Hawkins and Anastasia Kiku are tackling an important challenge in scaling food packaging sustainability. Their technology-first, customer-focused approach, combined with their drive to create a more sustainable future, makes them the kind of founders we are excited to back.

We’re thrilled to welcome Reusables to the Amplify portfolio! portfolio!

UN Sustainable Development Goal (SDG)#12: Responsible Consumption and Production and SDG #13: Climate Action

Reusables aligns with UN SDG #12 and #13 and supports Amplify Capital’s mission of reducing 100 million metric tonnes of CO2e by 2034. By integrating with existing food service operations and infrastructure, Reusables is making the transition to reusables easy and scalable.

Are you working on something big that can leave a mark on the world? We’d love to hear from you! Visit us at Amplify Capital or fill out this form.