What does it take to design products that turn today’s waste into tomorrow’s resource? In this episode of the Circular Coffee Break, host Michael Hanf sits down with Dan Dicker, Founder and CEO of Circular&Co., to explore how circular design principles can move from idea to practice.

Dan began his career as a designer at Dyson, where he experienced the thrill of blue sky innovation. Yet when he proposed using recycled materials, the idea was dismissed as impractical due to cost and supply chain risks. That rejection inspired him to start his own company in Cornwall, with a clear mission: create products made from waste, built to last, and fully recyclable at the end of life.

Over the past two decades, Circular&Co. has grown into a global partner for companies and brands, helping them design and scale circular products. In the conversation, Dan shares lessons learned from that journey:

• Why circular design means looking beyond the product to redesign supply chains and logistics.
• How to work with big brands by creating “win-win” solutions that fit existing operations.
• The importance of choosing the right battles, picking materials and products that can be circular without needing to change customer habits.
• Why consumer behaviour should not be the starting point. Circular products need to be the default so that adoption happens naturally.
• The value of clear design rules. Circular&Co. follows a “100, 10, 100” principle: 100 percent recycled content, minimum 10-year lifespan, and 100 percent recyclability.

Dan also highlights new business models that could shift markets. One is Tap and Reuse, a system piloted with Waitrose where customers borrow a reusable cup with a simple card tap, returning it within days at no cost. Another is product as a service, where durable goods like washing machines are leased rather than sold, aligning manufacturer incentives with longevity and repairability.

The episode also explores how Circular&Co.’s Cornish roots shaped its ethos. Being based in a coastal community brought the team closer to nature and sustainability, while proximity to Exeter University’s Centre for the Circular Economy provided vital research partnerships.

For companies starting out, Dan offers practical advice. Set clear design pillars from the beginning. Work only with suppliers willing to innovate. Insist on better, even when it is hard. And above all, maintain a can do mindset. Circularity will not always be easy, but the rewards in resilience and competitive advantage are significant.

As Dan puts it, “The pace is frustrating, but it will happen. Our job is to push the snowball down the hill. Over time, momentum is unstoppable.”

This conversation is not only a story of one entrepreneur’s persistence, but also a guide for leaders who want to embed circularity into their own businesses. Whether you are designing products, shaping supply chains, or setting strategy, the lessons from Circular&Co. show how turning waste into value is not only possible, but essential.

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