Fabian Eckert becomes Strategic Advisor at hey circle
The founder who brought reuse into the mass market in Germany is carrying on: Fabian Eckert, founder of RECUP, is now supporting hey circle as Strategic Advisor.
With RECUP, Fabian Eckert showed that reuse works in the mass market - with a deposit system for cups and bowls that has become part of everyday life across Germany. Along the way he came up against every hurdle at which loop systems grow or fail: logistics, retail, consumer behaviour and regulation.
He now brings that experience to hey circle.
Why hey circle?
hey circle solves another big problem of the circular economy: packaging waste in shipping. Reusable shipping boxes and bags create a new loop - especially in the B2B sector, where packaging has so far been used almost exclusively once.
The overlap is no coincidence but the logical continuation of the same mission: avoid waste before it arises. In hey circle, Fabian sees what he built up at RECUP himself - real system potential. The chance to rethink from scratch a system that has remained unchanged for a long time.
With RECUP, Fabian successfully helped to build and scale a system himself, and has been supporting companies in exactly this phase ever since. We are delighted to have him on board!
Doris Diebold, CEO hey circle
About Fabian Eckert
Fabian Eckert is the founder of RECUP, the Germany-wide reusable deposit system for cups and bowls. He supports hey circle as Strategic Advisor.
Want to know what reuse could look like in your shipping? Get in touch now!
Why now?
The circular economy is no longer a niche topic. After a few tense years, the market is noticeably picking up speed again: the EU Packaging Regulation (PPWR) sets reuse targets for certain formats of transport packaging from 2030; cardboard boxes are exempt. Retailers and consumers are following suit. And experienced founders who pass on their knowledge are a sign that the ecosystem is growing up.
As Strategic Advisor, Fabian supports the team in taking hey circle into its next phase - with the eye of a founder who has already walked exactly this path.
Welcome to the loop, Fabian!
About Fabian Eckert
Fabian Eckert is the founder of RECUP, the Germany-wide reusable deposit system for cups and bowls. He supports hey circle as Strategic Advisor.
Want to know what reuse could look like in your shipping? Get in touch now!
