Seabin co-founder Pete Ceglinski explains how the organisation’s new data dashboard is identifying packaging recovered from Sydney Harbour – and why that evidence strengthens the case for greater industry accountability and packaging reform.
A new open-access dashboard developed by Seabin is giving brands and packaging companies greater visibility of the plastic entering the marine environment, including the packaging types and brands identified among litter recovered from Sydney Harbour.
Speaking in the latest PKN Industry Update, Seabin CEO and co-founder Pete Ceglinski discussed how the dashboard is turning plastic captured from the water into data that can support environmental monitoring, packaging accountability and prevention.
Seabin began with a floating collection unit designed to remove litter from waterways. Ten years later, its activities combine clean-up operations with the collection and analysis of plastic pollution data.
The dashboard brings that information together, allowing users to examine recovered material by plastic category, product, brand and parent company. Seabin has also started publishing rankings of branded litter found in Sydney Harbour, although Ceglinski stressed that the companies themselves were not directly responsible for disposing of the material.
“We know that the brand is not the polluter, but the branded litter is in the water,” he said.
Ceglinski said Seabin’s shift towards data was driven by recognition of the scale of the problem and the need for credible information about what reaches the marine environment.
Seabin’s findings identify microplastics as its largest category of plastic pollution, with soft plastics ranking second. Ceglinski said bottles, wrappers and other formats become smaller as they are exposed to sunlight and environmental conditions.
He argued that recyclability alone was insufficient if packaging was not collected and processed.
“Recycling will work if everyone participates and it’s not voluntary,” he said.
Ceglinski pointed to substantial investment in recycling infrastructure that is now under pressure because facilities cannot secure sufficient feedstock. He said regulation was needed to direct more material back into recycling systems and support the value of recovered plastic.
The interview also examined Seabin’s partnership with The Magnum Ice Cream Company, which began after its former parent company, Unilever, appeared in Seabin’s branded-litter data.
Seabin identified out-of-home ice cream wrappers across a portfolio that included Magnum and Golden Gaytime products. The partnership now covers footprint monitoring, prevention campaigns and consumer awareness.
Ceglinski said the work remained at an early stage, with baseline data still being established. However, he described the partnership as an important precedent for the food and beverage sector.
“If you’re part of the problem, you can be part of the solution,” he said.
The discussion took place shortly after the Federal Government confirmed that a new Commonwealth packaging scheme would not be introduced during this term. Ceglinski said pressure for extended producer responsibility legislation must continue, despite the setback.
“I don’t think that we can take our foot off the pedal in terms of pressure on trying to get EPR passed as legislation,” he said.
Seabin is also seeking greater government participation in its operations. Ceglinski said approximately 89 per cent of its funding comes from the private sector and called for a public-private partnership model to help expand its monitoring across more locations.
The full PKN Industry Update interview explores the dashboard, Seabin’s developing AI capability, branded-litter rankings, the Magnum partnership, packaging reform and the role companies can play in preventing plastic leakage.
