Pure North

What Pure North does

Pure North is an Icelandic environmental technology company founded in 2015 and headquartered in Hveragerði, with a sales/marketing office in Reykjavik and a regional office in Haugesund, Norway. The company operates an end-to-end post-consumer plastic recycling operation with annual processing capacity of approximately 2,000 tonnes, using geothermal energy to drive a process reported to deliver an 82% lower carbon footprint than comparable European recycling. Its core outputs include recycled plastic pellets sold to manufacturers, end products such as the Krónumolta fertilizer line (launched July 2024) and Brúsar recycled-plastic containers (launched March 2025), and Verra-certified plastic credits — Pure North being the first European company certified to issue them.

Beyond materials processing, Pure North generates revenue through related services: equipment sales and rentals (balers, foam presses, composting machines, safety cabinets); waste management consulting to municipalities and enterprises; material processing fees; and software/data products. The Úlli waste analytics platform is deployed across client sites, and the Auðlind sorting station applies AI to high-quality material sorting. Customers span Icelandic municipalities (Borgarbyggð, Húnabyggð), grocery retail (Krónan, Samkaup), energy (Ólís), technology (Origo), healthcare distribution (Vistor/Distica), academia (University of Iceland), and Norwegian enterprise (Aibel), as well as pipe manufacturer Set.

The company is private and founder-owned with no disclosed funding rounds. It won the Kuðunginn Environmental Award in 2024 and holds EPD certification. A 2024 facility fire required recovery and new bottle-production equipment investment. The Norway office and Aibel contract (both 2024) mark the company's first international expansion and indicate intent to replicate the integrated Icelandic recycling and circular-economy model in adjacent Nordic markets.

Name

Pure North

Legal name

Pure North ehf

Website

https://purenorth.is

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Pure North is an Icelandic circular-economy company that operates an end-to-end post-consumer plastic recycling facility powered by geothermal energy, selling recycled pellets, downstream products, Verra-certified plastic credits, recycling equipment, and waste analytics software to municipalities, retailers, and enterprises in Iceland and Norway.

Ownership category

akta.pro rank

Product category

Waste Management and Recycling Services

NAICS

Materials Recovery Facilities (56292), Hazardous Waste Collection (562112), Hazardous Waste Treatment and Disposal (562211)

SIC

Refuse Systems (4953), Hazardous Waste Management (4955)

akta.pro primary industry

Plastic Recycling Equipment & Technology Providers (Sorting, Washing, Extrusion) (EUAIAKAM)

akta.pro secondary industries

Post-Consumer Plastic Collection & Sorting (MRF/PRF, Bale Supply) (EUAIAKAA), Recycling Transfer & Consolidation (Single-Stream, Dual-Stream, Source-Separated) (EUAIABAC), Hazardous Waste & Universal Waste Handling (Batteries, Lamps, Aerosols) (BPABALAE), Industrial Packaging Waste Services (Pallets, Cardboard, Film, IBCs/Drums—Non-hazardous) (EUAIAGAD)

Keywords

• Plastic recycling services
• Waste management consulting
• Circular economy solutions
• Composting equipment
• Recycling analytics software

Headquarters

HQ city

Hveragerdi

HQ country

Iceland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Plastic Raw Material Payment: Pure North pays suppliers for heyrúlluplast (hearrugplast) at 10-15 kr/kg. Suppliers include farmers, businesses, and municipalities who deliver sorted, clean plastic materials.
2. Plastic Recycling Processing Fee: Material processing fee (móttökugjald) charged for plastic materials received. Offset by payment for heyrúlluplast specifically.
3. Waste Management Consulting: Value-added consulting services including waste audits, sustainability assessments, implementation support, and ongoing monitoring. Helps businesses and municipalities optimize waste management and reduce costs.
4. Recycled Plastic Pellets Sales: Sale of recycled plastic pellets produced from collected plastic waste. Sold to Icelandic manufacturers (e.g., Set) and exported for international manufacturing.
5. Equipment Sales and Rental: Sale and rental of waste management equipment including balers, foam presses, composting machines (Líf series), and safety cabinets. Products include CK151, CK250, CK300VX, CK500V, CK500W balers and SHK200 foam press.
6. Plastic Credits: Sale of plastic credits (Plasteiningar) certified by Verra. One credit equals one tonne of plastic recycled. First European company certified to issue Verra plastic credits.
7. End Product Sales - Krónumolta: Sale of compost/soil fertilizer (Krónumolta) produced from food waste through composting machines, sold through Krónan retail locations.
8. End Product Sales - Plastic Containers: Production and sale of recycled plastic products including 5-liter containers (brúsar) made from Icelandic recycled plastic. First product in end-product manufacturing.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels9 records

Core offering

Pure North operates Iceland's only end-to-end plastic recycling facility in Hveragerði, processing approximately 2,000 tonnes of plastic annually using geothermal energy. The company provides waste management consulting, proprietary Úlli waste analytics software, Auðlind sorting station systems, equipment (composting machines, balers, safety cabinets), and end products such as Krónumolta soil fertilizer and Brúsar recycled plastic containers.

Product overview

Pure North is an Icelandic waste management and plastic recycling company operating a platform-plus-services model. The core offerings include Úlli AI-powered waste analytics software, Auðlind integrated sorting facilities, and manufactured end-products (Krónumolta fertilizer and Brúsar plastic containers) made from recycled materials. Equipment products include Líf composting machines, CK-series balers, foam presses, safety cabinets, and Létthýsi portable buildings. Services encompass waste management consultancy, Plastic Credits certification via Verra, and raw material reception for recycling. The company differentiates through geothermal-powered recycling achieving 82% lower carbon footprint than European averages, with EPD certification validating environmental claims.

Differentiator

Problem solved

Functional benefit

Brands

• Úlli (Ulli): AI-powered waste analytics software platform that provides real-time dashboards tracking waste costs, recycling rates, and waste volumes for companies, institutions, and municipalities.
• Auðlind
• Líf (Composting Machines)
• Krónumolta
• Pure North Norge

Products and services

• Úlli (Waste Analytics Software) AI-powered waste analytics software platform that analyzes waste volume and cost data from invoices of transport companies and recycling facilities. Provides live dashboards, cost comparisons, recycling rate tracking, and sustainability metrics for companies, institutions, and municipalities.
• Auðlind Sorting Station Integrated waste sorting facility combining waste equipment, weighing systems, software integration, and AI-powered high-quality sorting for businesses, institutions, and municipalities. Connects to Úlli software for cost and volume monitoring with real-time decision capabilities.
• Brúsar (Recycled Plastic Containers) 5-liter plastic containers produced from recycled Icelandic plastic using geothermal energy, with 82% lower carbon footprint than European recycling standards. EPD-certified as environmentally friendly end product.
• Krónumolta Soil Fertilizer Organic soil fertilizer produced from food waste through Pure North's composting machines. Tested by MAST (Icelandic Food and Veterinary Authority), recognized as end-of-waste product by Environment Agency of Iceland, and reported as 20% more effective than artificial fertilizers.
• Líf Composting Machines Composting machines (Líf 02, Líf 10, Líf 30, Líf 50) that transform organic waste into organic soil supplement in 24 hours using microorganisms and heat. Achieve 90% volume reduction, with sizes ranging from small households to large institutions.
• Balers (CK Series) Electric balers (CK101, CK250, CK300VX, CK500V, CK500W, CK100VX, CK151) for compacting recyclables including cardboard, plastic film, and plastic containers. Bale weights range from 80-520 kg with various feed opening sizes for different waste volumes.
• Frauðplastpressa (Foam Press) SHK200 foam press that reduces foam plastic volume by 50 times, with compressed EPS density of 300-350 kg/m³. Designed for businesses generating 10+ tonnes of foam waste annually.
• Spilliefnaskápar (Safety Cabinets) Safety cabinets for hazardous substances (SP-FE1, SP-FE2, SP-FE3) in three sizes. Features leak-proof bottom, automatic fire protection, and compliance with safety regulations. Available for sale or rental.
• Léttbyggð hús (Portable Lightweight Buildings) Portable lightweight buildings from Herchenbach designed for Icelandic conditions. Used for storage, sorting stations, and recycling facilities, with sizes from 100m² to 10,000m².
• Waste Management Consultancy Consulting services including waste audits, sustainability analysis, and implementation support for companies, institutions, and municipalities. Uses Úlli software for data-driven waste analytics, cost optimization, and ongoing monitoring.
• Plastic Credits (Plasteiningar) Plastic credit program certified by Verra. Each credit represents one tonne of plastic waste recycled, diverted from landfills or incineration. Pure North is the first European company to fulfill all requirements for Verra's Plastic Program certification.
• Plastic Recycling Processing Mechanical plastic recycling using geothermal energy from geothermal power plants. Process involves shredding, washing, drying, and re-melting plastic into pellets for sale to manufacturers. Iceland's only end-to-end plastic recycling facility, with capacity of approximately 2,000 tonnes annually.

Quantifiable outcome

• 82% lower carbon footprint than European recycling
• +5 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• AibelcoreImplementation/ SI/ Consulting Partner · 1 January 2024Service and consulting contract in waste management for Aibel's Norwegian operations. Major enterprise contract signed end of 2024 as part of Norway expansion.
• KrónancoreStrategic or Co-development Partner · 1 January 2024Krónan composting program where Pure North provides composting machines for food waste processing. Krónan sells resulting Krónumolta soil fertilizer in stores. Program expanded to 5 stores with plans for all stores.
• VerracoreTechnology or Integration · 1 January 2024International certification organization managing Plastic Program. Pure North underwent independent third-party audit in April 2023 and completed verification process for plastic credits issuance.
• VerracoreTechnology or Integration · 9 May 2023Certification partnership for plastic credits (Plasteiningar). Verra provides independent third-party audit and certification for Pure North's Plastic Waste Reduction Program. Pure North is the first European company certified to issue Verra plastic credits.
• Malbikstöðin (Asphalt Plant)coreStrategic or Co-development Partner · 19 January 2023Collaboration to create asphalt with plastic polymers. Recycled plastic replaces part of bitumen in asphalt production, reducing virgin material use.
• 66° NorthminorGTM or Marketing Partner · 22 August 2022Joint interview in the 'Ekkert rusl' (No Trash) podcast discussing recycling and sustainable practices. Both companies highlighted for environmental innovation in outdoor apparel production.
• Löður (Car Wash)minorImplementation/ SI/ Consulting Partner · 20 May 2022Comprehensive environmental consulting partnership. Pure North assists Löður in becoming the most environmentally friendly car wash in Iceland.
• Kópavogur and Reykjanesbær MunicipalitiesminorStrategic or Co-development Partner · 18 May 2022Three-year pilot project 'Fáðu greitt fyrir að flokka' (Get Paid for Sorting) to install sorting stations in both municipalities, with up to five collection points planned.
• Set (Pipe Manufacturer)coreStrategic or Co-development Partner · 9 May 2022Set uses recycled plastic pellets from Pure North in their pipe manufacturing. Set also produces Pure North branded fencing posts made from Icelandic recycled material, representing authentic Icelandic circular economy.
• InnnesminorStrategic or Co-development PartnerLarge composting system installation in 2024. Innnes began volume reduction and indoor composting of unsold food items.
• BönurnarminorStrategic or Co-development PartnerLarge composting system installation in 2024 with patience and adaptability to find new solutions for organic waste processing.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Renewi: UK/European waste-to-product company with mechanical plastic recycling, mattress recycling, and mineral extraction. Comparable as a European mechanical recycling incumbent whose footprint Pure North may eventually compete with or partner into for export of recycled pellets.
• Veolia: Global environmental services and waste management major with large-scale plastic recycling operations across Europe. Comparable as the established incumbent against which Pure North's smaller, more sustainable recycling process competes for European plastic credit and recycled-content supply contracts.

Direct peers

• Plastic Bank: Operates a plastic collection network that issues plastic credits to corporations seeking to fund ocean-bound plastic recovery. Closely comparable to Pure North's Verra-certified Plastic Credits (Plasteiningar) program and circular economy go-to-market.
• Sensoneo: Smart waste management software provider offering waste analytics, route optimization, and fill-level monitoring for enterprises and municipalities. Closely comparable to Pure North's Úlli waste analytics software platform.
• Rubicon Technologies: Software and services company providing waste and recycling management technology for businesses and governments. Comparable to Úlli as a software-led waste analytics SaaS targeting enterprise and municipal customers.
• TOMRA: Norwegian-headquartered leader in sorting and recycling technology, including optical sorters and reverse vending. Comparable to Pure North's Auðlind sorting stations and plastic recycling technology stack, and a relevant Nordic-region peer given Pure North's Norway expansion.

Regional players

• Ragn-Sells: Leading Nordic and Baltic environmental services company with hazardous waste handling, recycling, and circular economy services. Comparable to Pure North's full-stack waste consulting + recycling + equipment model, particularly relevant for the Norway expansion.
• Sorpa: Iceland's primary municipal waste management organization operating sorting and treatment facilities in the Reykjavík capital area. The most direct domestic competitor to Pure North's municipal consulting and recycling services within Iceland.
• Norsk Gjenvinning: Norway's largest waste and recycling company handling industrial, commercial, and hazardous waste. A relevant regional competitor and potential partner for Pure North Norge as it scales Norwegian enterprise waste management contracts like Aibel.

Emerging players

• RePurpose Global: Plastic action platform enabling brands to fund verified plastic waste removal through certified credits. Comparable to Pure North's Verra-certified Plastic Credits offering for corporate ESG buyers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/purenorthiceland
• LinkedInlinkedin.com/company/purenorth
• Instagraminstagram.com/purenorth.iceland

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pure North