decent packaging
decent packaging is a plant-based compostable packaging company serving UK and New Zealand food-service businesses. It supplies cafes, restaurants and takeaways with certified compostable hot cups, containers, cutlery, bags, napkins, and Huskee reusable cups via direct e-commerce and custom-branding services.
- Company typePrivate
- Founded2013
- HeadquartersAuckland, New Zealand
- Headcount1–10
- GTM typeB2B
- OfferingHardware or Manufacturing
What decent packaging does
decent packaging is a plant-based packaging company that designs, sources and distributes 100% compostable food-service packaging to cafes, coffee shops, restaurants, takeaways, events and bakeries. Founded in 2013 and headquartered in Auckland, New Zealand, the company has built a second commercial base in London, serving the United Kingdom as its primary market and operating an Irish distributor channel for additional European reach. Its core products are organised into Eat (containers, cutlery, napkins, plates, bowls, bags, greaseproof paper), Drink (hot cups, lids, clear cups, carriers, straws, sleeves, stirrers) and Essentials (tree-free toilet paper), plus the Huskee reusable cup range (HuskeeOriginal, HuskeeSteel, HuskeeRenew) distributed under sub-brand agreement.
The underlying technology is a materials portfolio rather than a software stack: PLA and CPLA biopolymers, bagasse (sugarcane fibre), sustainably sourced and recycled paper, aqueous dispersion linings, and soy-based inks with plant-based adhesives. These are certified to EN 13432, ASTM D6400/D6868 (commercial compostable) and NF T51-800 (home compostable within 12 months), with OPRL Amber/Green ratings, Earthworm approval, and third-party-verified no-intentionally-added PFAS. The company also holds B Corp certification, anchoring its sustainability positioning.
The business model combines one-time product sales (per-carton unit pricing, with free express shipping on UK orders over £150) and professional services revenue from custom branding, executed by an in-house design team and the Merchistry partnership for Huskee reuseware at a 24-unit minimum. Go-to-market is hybrid: a self-serve Shopify storefront plus named account managers for mid-market accounts; channel partners (Ireland distributor, First Mile and Method Recycling for composting and collection); and organic content marketing through the Compostable Canvas artist series, social channels, and a sustainability-focused journal. The leadership team of approximately 12 people spans both Auckland and London, with Managing Director Martin Sandler overseeing UK and New Zealand operations.
decent packaging firmographics
Firmographics- Name
- decent packaging
- Legal name
- Decent Packaging Limited
- Website
- https://decentpackaging.co.uk
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- decent packaging is a plant-based compostable packaging company serving UK and New Zealand food-service businesses. It supplies cafes, restaurants and takeaways with certified compostable hot cups, containers, cutlery, bags, napkins, and Huskee reusable cups via direct e-commerce and custom-branding services.
- Ownership category
- akta.pro rank
decent packaging industry classification
Industry- Product category
- Compostable Food Packaging
- NAICS
- Other Paperboard Container Manufacturing (322219)
- SIC
- Wholesale-Paper & Paper Products (5110), Papers & Allied Products (2600)
- akta.pro primary industry
- Foodservice/To-Go Packaging (Cups, Clamshells, Cutlery) (IMALAHAM)
- akta.pro secondary industries
- Disposable Tableware (Plates, Cups, Cutlery) (CRAJAGAG), Reusable & Refill Packaging Systems (Returnable Packaging, Refill-at-Home/In-Store) (IMALAMAE), Paper-Based Packaging & Single-Use Paper Products (Paper Bags, Wraps, Cartons) (CRADALAL), Beverage Packaging (Bottles, Cans, Cartons, Kegs) (IMALAHAD)
Keywords
Where decent packaging is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices2 records
Markets served
decent packaging business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Compostable Packaging Products: One-time product sales of compostable food and drink packaging including hot cups, lids, containers, cutlery, plates, bowls, napkins, bags, and straws. Products sold in cartons/units with unit pricing.
- Custom Branding Services: Custom branding and printing services for packaging products including hot cups, napkins, bags, and lids. In-house design team plus Merchistry partnership for Huskee reusable cup branding (laser engraving and printing).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard wholesale pricing per carton/unit |
| Other | Multi-year contract | Custom branding services |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
decent packaging product offering
Product offeringCore offering
decent packaging manufactures and sells 100% plant-based, compostable packaging products for the food service industry, including hot and cold beverage cups, lids, food containers, cutlery, napkins, plates, bowls, straws, and bags. The company distributes its own products and Huskee reusable cups direct to cafes, coffee shops, restaurants, takeaways, and event operators via an online storefront. It also provides custom branding services for businesses using in-house designers and partners, with same-day design and next-day delivery across the UK.
Product overview
decent packaging is a plant-based packaging company offering a comprehensive range of compostable and sustainable packaging products organized into three main categories: Eat (food packaging including containers, cutlery, napkins, plates, bowls, bags, and greaseproof paper), Drink (hot cups, lids, clear cups, carriers, straws, sleeves, and coffee stirrers), and Essentials (tree-free toilet paper). The company also distributes Huskee reusable cup products across three sub-brands: HuskeeOriginal (coffee husk-based), HuskeeSteel (recycled stainless steel), and HuskeeRenew (recycled Tritan plastic). All products are designed to be commercially compostable, with some items certified for home composting, and many are also recyclable. The company offers custom branding services for businesses and periodically releases limited edition Compostable Canvas Hot Cups featuring artist collaborations.
Differentiator
Problem solved
Functional benefit
Brands
- Huskee: Reusable coffee cups and accessories, including HuskeeOriginal (made from coffee husk), HuskeeSteel (stainless steel, 91% recycled material), and HuskeeRenew (Tritan Renew 50, 50% post-consumer recycled plastic). Distributed through decent packaging in the UK.
Quantifiable outcome
- Products decompose within 12 weeks in commercial composting facilities
- +2 more outcomes
Companies that use decent packaging
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles3 records
decent packaging technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature5 records
decent packaging partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- MerchistrycoreMerchistry is the custom branding partner for Huskee reusable cups. Founded by Grace and Pete (serial entrepreneurs), Merchistry launched in June 2025 as a B2B customisation service. Offers low MOQs (24 units), laser engraving and printing options for HuskeeOriginal and HuskeeSteel ranges.
- First MilecoreFirst Mile is the primary collection and composting partner for decent packaging in London. They collect compostable packaging waste and process it through autoclave (high-temperature pressure cooking) followed by Anaerobic Digestion to produce fertilizer and green energy. Over 20 cafes in London are set up with Full Package bins through this partnership.
- Method RecyclingminorMethod Recycling provides collection bins for decent packaging products in the UK, enabling proper disposal of compostable packaging waste.
- HuskeecoreHuskee is a sustainable cup brand offering HuskeeOriginal (coffee husk-based), HuskeeSteel (91% recycled stainless steel), and HuskeeRenew (Tritan Renew 50 with 50% post-consumer recycled plastic) reusable cups. Partnership allows decent to offer complete sustainable beverage packaging solutions including reusable options alongside disposables.
- Project WaterfallminorCharitable partnership on Limited Edition Compostable Canvas Hot Cups. A portion of sales from these cups is donated to Project Waterfall to bring clean water, sanitation and education to coffee-producing communities in need.
- DPD UKminorDPD UK is the courier partner for UK deliveries. DPD uses electric vehicles for pickups and deliveries, supporting decent packaging's sustainability commitment.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
decent packaging competitors and assessment
Company assessmentOthers
- First Mile: London-based waste collection and composting partner of decent packaging, not a competitor. Included as a thematic peer because its Full Package bin network and autoclave-plus-anaerobic-digestion processing model are increasingly central to the company's end-of-life value proposition.
Broad incumbents
- Huhtamaki: Global foodservice packaging incumbent with a broad portfolio including paperboard cups, containers, and increasingly compostable and bio-based ranges. Larger scale and broader buyer relationships make it a less specialized but adjacent competitor for chain accounts in the UK and EU.
- Sabert Corporation: Manufacturer of sustainable and compostable foodservice packaging including hot cups, containers, and cutlery. Competes in overlapping categories with decent packaging but with a wider manufacturing footprint and broader product mix including non-compostable lines.
- Pactiv Evergreen: Major North American foodservice and beverage packaging manufacturer with significant UK and European presence. Offers both conventional and sustainable lines, positioning it as a broad incumbent that competes for the same foodservice customers but at much larger scale.
- Novolex: One of the largest North American packaging manufacturers, now parent of Vegware. Operates across paper, plastic, and sustainable packaging categories, providing broad incumbency that competes with decent packaging at scale-driven accounts.
Direct peers
- World Centric: US-headquartered compostable foodservice packaging company offering PLA, CPLA, and bagasse products to cafes and restaurants. Despite the geographic distance, the product portfolio, customer segments, and sustainability positioning are highly comparable to decent packaging.
- Vegware: UK-based compostable food packaging specialist offering a comparable range of PLA, CPLA, and bagasse hot cups, containers, and cutlery to the same cafe, restaurant, and event customer base. Once an independent, now owned by Novolex, but historically the most direct head-to-head competitor to decent packaging in the UK market.
- BioPak: Australia and New Zealand-origin compostable packaging company serving cafes, QSR, and hospitality with a similar plant-based product range. Direct competitor especially in the Oceania market and increasingly in the UK, with comparable B Corp credentials and certification portfolio.
Regional players
- Detpak: Australia and New Zealand-based sustainable packaging company with a focus on the Australasian foodservice and quick-service restaurant market. Comparable plant-based product line and customer base, especially relevant to decent packaging's NZ home market.
Emerging players
- GoodStart Packaging: US-based startup offering compostable single-use foodservice packaging with a subscription-style B2B model. Comparable plant-based material approach and cafe/restaurant target market, though smaller scale and US-focused.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
decent packaging social profiles
Digital presencedecent packaging compliance and trust
Trust signalCompliance9 records
decent packaging financial estimates
Financial estimateRevenue estimate
Valuation estimate
decent packaging leadership team
Management profileNumber of profiles
Profiles12 records
decent packaging funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
decent packaging M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about decent packaging
What does decent packaging do?
decent packaging manufactures and sells 100% plant-based, compostable packaging products for the food service industry, including hot and cold beverage cups, lids, food containers, cutlery, napkins, plates, bowls, straws, and bags. The company distributes its own products and Huskee reusable cups direct to cafes, coffee shops, restaurants, takeaways, and event operators via an online storefront. It also provides custom branding services for businesses using in-house designers and partners, with same-day design and next-day delivery across the UK.
Is decent packaging a public or private company?
decent packaging is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was decent packaging founded?
decent packaging was founded in 2013. It employs 1 to 10 people.
Where is decent packaging based?
decent packaging is headquartered in Auckland, New Zealand, in the Oceania region.
How does decent packaging make money?
Two revenue lines are on record. Compostable Packaging Products are the primary driver. The others are custom Branding Services.
Who are decent packaging's main competitors?
First Mile is listed as an others. Broad incumbents are Huhtamaki, Sabert Corporation, Pactiv Evergreen and Novolex. Direct peers are World Centric, Vegware and BioPak. Detpak is listed as a regional player. GoodStart Packaging is listed as an emerging player.
Does decent packaging have an API?
No public API is recorded for decent packaging.
What industry is decent packaging in?
decent packaging's product category is Compostable Food Packaging. Its primary akta.pro industry code is IMALAHAM, Foodservice/To-Go Packaging (Cups, Clamshells, Cutlery), with a secondary code of CRAJAGAG, Disposable Tableware (Plates, Cups, Cutlery). Its NAICS code is 322219 and its SIC code is 5110.