Eco Earth & AfriCycle partner to turn trash into treasure through ‘Waste to Purpose’ initiative in Accra
A bold new environmental initiative, Waste to Purpose, was on Wednesday June 25, 2025 officially launched at the Accra Metropolitan Assembly (AMA), signaling a united front in Ghana’s growing fight against plastic pollution and unsustainable waste practices. Spearheaded by the Eco Earth Foundation in partnership with AfriCycle Trust Foundation, the campaign combines grassroots engagement, technology, and education to redefine waste as a resource for progress.
The launch event, held under the auspices of the AMA and supported by the Forestry Commission and Ghana Tourism Authority, drew a vibrant gathering of government officials, environmental advocates, international beauty ambassadors, and community organizations. In a statement read on behalf of the Mayor of Accra, Hon. Michael Kpakpo Allotey, Executive Secretary Alfred Boahen Frimpong praised the initiative as a “transformational call to action” that will help propel Accra toward becoming one of Africa’s cleanest cities by 2026.
Waste can become wealth, pollution can become purpose,” the mayor’s message emphasized, underscoring the campaign’s theme.
A New Vision for Waste
At the heart of *Waste to Purpose* lies a commitment to practical action. Gisela Emefa Gagakuma, Executive Director of Eco Earth Foundation and Founder of AfriCycle, explained the campaign’s goal:
“Our mission is to inspire Ghanaians to see waste not as trash, but as material with value. Through innovation, advocacy, and education, we can turn this crisis into opportunity.”
A major highlight of the initiative is the introduction of *AfriCycle Smart Recycling Machines*, which reward citizens for returning plastic bottles. These machines aim to incentivize responsible disposal by offering points, discounts, or small tokens in return—a practical application of circular economy principles.
Global Glamour, Local Action
The campaign enjoys star-studded support from *Miss Earth Ghana 2024*, *Winifred Esi Sam*, and international pageant ambassadors from countries including Colombia, India, Liberia, Namibia, Nigeria, Morocco, and Georgia. These queens of sustainability will lead awareness campaigns in schools, markets, and media spaces.
Winifred, who represented Ghana in the international Miss Earth 2024 pageant, spoke passionately:
My journey is not just about pageantry—it’s about our planet. Together, we can make a difference.”
> A fashion model and eco-entrepreneur, she is known for her advocacy on upcycling plastic waste into fashion and functional products.
Key Pillars of the Campaign:
Education & Outreach: Through school visits, community forums, and public campaigns, the initiative will teach waste reduction and promote upcycling.
Community Engagement: Clean-up drives, tree-planting events, and sustainability dialogues will involve local youth and women’s groups.
Public-Private Partnerships: Collaborations with eco-businesses like Trashy Bags Africa and Wear Tie & Dye will highlight creative reuse of plastics and textiles.
Technology & Innovation: The AfriCycle recycling machines represent the campaign’s emphasis on forward-thinking, locally viable solutions.
The Urgency Behind the Movement
With over 12,000 tonnes of waste generated daily* in Ghana—only 10% of which is properly collected—the pressure on Accra’s drainage, coastal, and urban infrastructure is mounting. Clogged gutters, plastic-filled beaches, and mounting textile waste from global fast fashion underscore the need for urgent intervention.
The Waste to Purpose campaign, launched shortly after World Environment Day 2025, is a direct response to these challenges and aims to translate environmental passion into policy and practice.
A Call for Collective Action
This is not just a campaign—it is a movement,” said Gagakuma. “We invite the media, citizens, corporate bodies, and policymakers to join us in making waste work for our people and planet.”
As Ghana pushes for sustainable urban development and climate resilience, *Waste to Purpose* stands as a powerful example of how public will, private ingenuity, and civic pride can converge to tackle the waste crisis—and create green opportunities for generations to come.
