Map your waste supply chain from your sites to final destination

Demonstrate producer responsibility with up to date maps and reports showing waste movements and destinations.

Analytics, reporting and assurance of waste types and amounts

Accurate and current profiles of waste types, amounts, recycling rates, waste miles and costs.

Enable recycling, re-use and re-manufacture

Reduce waste miles and identify alternative options for your waste.


The waste truth for waste producers

WasteMap is your waste reporting dashboard.  We take your waste data and show you the waste truth:  How much waste do you really generate?  What is this waste?  Where does this waste go?  What are you really paying for?

Our Team

Mike Groves


Mike is a geograher with a PhD in aerial and satellite earth observation.  He has over 20 years experience in environmental management and sustainability reporting in the UK and Asia.  He worked for the global inspection company SGS, where he managed forest audits and environmental management systems projects across South-East Asia.  He then co-founded a pioneering sustainability communications and reporting agency, which was bought by a global investor relations business in 2011.  

Ben Emson


Ben is an accompalished software architect and developer.  He was lead technologist at O2’s “the Lab” innovation department, and Co-developed ‘WhereonEarth’ mapping platform (later bought by Yahoo).   Before this he developed mobile and web applications in the legal sector before working for online marketing, games and booking startups.

Jane Stewart


Jane has over 25 years experience in industry, private equity investment & corporate finance. She was finance then strategy director of William Tracey, a leading waste management company, driving it to over £100m turnover and sale to a private equity firm in 2017.  Key achievements included growth through a number of acquisitions, alliances and innovations that represented over 75% of profit at exit.  Jane was a member of Scotland’s 2020 Group, Energy, Innovation and Infrastructure Sub-Group, helping to inform Scottish public policy on climate change.

Rhys Charles
Waste & Circular Economy

Rhys is a Technology Transfer Fellow in Swansea University College of Engineering. He worked in waste management at Vale of Glamorgan Council before completing an EngD on recovery of materials from waste electrical and electronic equipment – supported by WRAP.  Rhys sits on WRAP’s eSAP project and the Circular Economy Research and Innovation Group for Wales.  

Simon Baden
Waste Data & Sensors

Simon has 30 years experience across a wide range of global industries.   He is an acknowledged expert on sensor and IoT systems within the commercial and local authority waste sectors.  He has held senior positions with Mitie (Facilities Management), Enevo (bin sensor systems) and ISB Global (waste management software).  He focuses on improving waste management systems using the optimum mix of technology and data analysis. 

Mhairi McNeill


Mhairi is a data scientist with a masters degree in Applied Statistics and Data Mining. Mhairi has worked in the games and manufacturing sectors.  She works across a range of analytics from Bayesian to frequentist and machine learning and has a particular interest in text analytics and interactive visualisation.

John Watt
Circular Economy

John is an experienced infrastructure and corporate finance advisor for both public and private sector clients. He delivers advice on feasibility studies, business planning, governance, procurement, project management and review, risk management, financial and funding strategy in the transport, ports, waste, energy and low carbon sectors. He is on the board of Zero Waste Scotland where he is involved in the circular economy initiative.