Willemijn Peeters
Willemijn Peeters
Founder and Director Searious Business

"The Global Plastic Treaty is an unmissable opportunity to rewrite the rulebook for plastic. It’s time for the science community to assemble the evidence and get it right this time."


Presentation Title: Turn back time to a future with no plastic pollution – reimagine, redesign, revalue 


As Ocean Ambassador of the Netherlands, Willemijn Peeters is a renowned international speaker on circular plastics. Being highly committed to preventing plastics from ending up in our environment, Willemijn founded Searious Business, a social enterprise that works together with highly motivated international brands to close the plastic loop in 3 impact sectors: (food)packaging, furniture, consumer electronics. Creating innovative, economically advantageous alternatives at the source, Searious Business strategically assesses internal plastic use, accelerates circular product & business innovation, and reduces external impacts on ocean ecosystems. She is currently acting as an advisor to the United Nations in the preparation of the Global Treaty to end plastic pollution. Her mission? Zero plastics into our ocean.

Willemijn has been awarded with several titles:

• Ocean Ambassador of the Netherlands;

• Green Solutions partner of the European Commission;

• Finalist for the Sustainability Leaders Awards 2020;

• Leader in Sustainable Top 100 in the Netherlands;

• Member of Dutch circular economy transition team;

• Winner Plastic Recycling Europe Ambassador Award 2018;

• Developer of fully recyclable drink pouch; see here

• Co-developer of Oceans and Plastics Platform, IUCN;

• Developer of Design Sofa from >95% recycled plastics (mainly packaging materials)

• Winner Best Practice Category, Sustainability Awards 2021