Every year, hundreds of billions of pieces of packaging are sold, used, and discarded. Almost none of it is tracked once it leaves the shelf.
Brands know exactly how many units they shipped. They have no idea where those bottles, wrappers, and cans end up — on which beach, in which neighbourhood, in which country's landfill.
"Brands are legally required to have this data. They don't. We're building it — one photo at a time."
EARTH is a mobile app that makes it effortless to document packaging waste. Take a photo. Our AI reads the brand, material, packaging type, recycle code, and ingredients. It's filed instantly to the World Trash Can — a permanent, community-sourced record of every piece of packaging documented in the real world.
New EU EPR (Extended Producer Responsibility) laws now require brands to report exactly this information. Where did their packaging go? What material? In which region? Brands need that data for compliance — and they don't have it.
We do. Because we asked people to collect it.
The World Trash Can is that record. Every scan adds a data point. Every data point has a brand attached to it. Brands are legally required to account for their packaging waste — and the World Trash Can is the evidence they need to do that.
Awareness campaigns don't move the needle. Structured, verifiable, GPS-tagged evidence that forces corporate and regulatory action does. That's what we're building.
Packaging you scan at home is as valuable as packaging you find on the street. The supply chain starts at the shelf. The evidence should too.
We built AI to make data collection effortless — no forms, no manual entry. You take the photo. The AI reads it. You've just contributed real-world compliance data.
Brands can access their own packaging data for EPR reporting. But the broader dataset remains community property — not locked behind a paywall, not sold to the highest bidder.
Our users already care. They don't need to be told why packaging waste matters — they're the ones picking it up. We just give them a tool that makes their effort count for something real.
You pick up the bottle. You scan it. You've just added a legally relevant data point to the World Trash Can. No cleanup required — even scanning before you bin it counts.
Turn a cleanup into structured data. Every item you collect gets documented — brand, material, location. You're not just cleaning — you're building evidence.
Studying plastic pollution, brand accountability, or EPR policy? EARTH gives you real-world packaging data with GPS, timestamps, and AI-extracted attributes.
See which brands are most present in your streets. Use the data to target extended producer responsibility claims or inform local recycling infrastructure decisions.
We're in private beta. Request access, get an invite code, and start contributing.
Request Early Access