Consumers want to cut out plastic. Could the humble sheep be the answer?


With the collapse of RedCycle and other stark reminders of our waste problem, it’s no wonder consumers are becoming sceptical of our current linear economy. Ocean plastic pollution continues to rise, with an ever-increasing number of household brand names being washed up on beaches worldwide. In fact, it’s not just in the environment; it’s now in our bodies too. In March 2022, scientists from The UK and The Netherlands found microplastic particles in the blood of anonymous donors. Plastic pollution has spiralled out of control, and consumers want to stop it. They are becoming increasingly conscious of where they spend their dollars, with environmental impact being a key concern for many. It is our responsibility as impact-driven business leaders to meet the demand, drive change, and leave a legacy for future generations. In this article, I aim to show that Planet Protector is the best partner to support your business in the shift to sustainable practices.


Consumers are driving the change

Research conducted by Toluna found that 25% of 18-34 year-old Australians stopped using a brand in the last 6 months due to sustainability concerns. Sustainable packaging drives business growth, and the opposite is true; traditional, single-use packaging can limit your success. There is a significant opportunity within the food delivery sector, as both Australians and New Zealanders express a desire for more sustainable home deliveries. This shift underscores the evolving landscape of consumer preferences, emphasising the necessity for businesses to align with sustainable practices to thrive in today’s market.

I have firsthand experience of seeing consumers influence business decisions. 7 years ago, before founding Planet Protector, I was involved in setting up the operation of Australia’s (now) largest meal-kit provider. At the time, the company was spending large amounts of money on marketing and customer acquisition, but the clients weren’t happy. In fact, I received regular phone calls from frustrated clients demanding that I collect the boxes. They were made of polystyrene, a material made from non-renewable fossil fuels, and one that is not kerbside recyclable. Customers received weekly meal kits but weren’t able to dispose of them properly, which resulted in the boxes piling up in their homes. This insidious customer problem was exactly what led me down the path of finding a sustainable alternative, and ultimately, founding Planet Protector.

Source: Adobe Stock

WOOLPACK: a building block for the circular economy

My anecdote serves as a representation of the much larger shift that is happening in our society. Consumers are demanding change, and the companies that provide this will be at the forefront of success. As purpose-driven business leaders, our role is to meet the growing demand for sustainable packaging and lead the industry. At Planet Protector, we make the transition as seamless as possible. Our innovative WOOLPACK is made from 100% home-compostable felted sheep’s wool, sealed with a choice of compostable or recyclable food-grade film, and packed into a carton. Unlike traditional meal kits which usually follow a take-make-waste model, WOOLPACK has several different uses at its end of life, giving you the opportunity to demonstrate your commitment to sustainability.

The wool

You can bury it in the backyard and release valuable nutrients back into the soil. Customers have also found other creative uses, such as:

  • Weed matting
  • Pipe lagging
  • Pet bedding
  • Carpet padding
  • Mulch/Worm farming



The film 

Choose the option of either home-compostable or recyclable film. If your film has the number 2 recycling symbol, please check with your local council to recycle or dispose of it.

The carton

In Australia and New Zealand, the corrugated carton is recyclable through your Council. The carton has also been used as a:

  • Cat mansion
  • Fort or spaceship for the kids
  • Packing cartons or storage
  • Arts and crafts


While traditional packaging solutions like polystyrene cannot be recycled easily and often break down into microbeads that end up in our waterways, WOOLPACK can be safely disposed of without ever having to go to landfill. As Richard Wafer, CEO of our client My Food Bag explains, “We hear plenty of stories from customers who use it in their garden or add it to their compost bin. It outperforms everything else we have tested”.



Consumers are reshaping the business landscape. The demand for sustainable packaging solutions is clear, and companies who act on this will be leading the change. Planet Protector has proudly supported a range of clients in the food and pharmaceutical industries to make this transition. Get in touch with our team today to find out more about how we can help your business lead the pack.