Stina

What Stina does

Stina Inc. is a Sonoma, California-based management consultancy focused exclusively on the plastics recycling ecosystem. Founded in 2017 when principals Nina Bellucci Butler and Stacey Luddy acquired the assets of Moore Recycling Associates, Inc., the firm operates as a privately held, fully remote company with a small principal-led team (1–10 employees). Its core function is producing and curating data on post-consumer plastic recycling in North America — most notably the annual U.S. (and now Canadian) Plastic Recycling Study, which has been published for over a decade and is treated by governments, industry, and NGOs as a foundational dataset. The company also operates a suite of free, sponsor-supported public web platforms (PlasticsMarkets.org, Buy Recycled Products Directory, CircularityinAction.com, PlasticTubeRecycling.org, Info Exchange, and the Plastic Recycling Data Dashboard) that connect buyers and sellers, list PCR-containing products, and visualize recycling data.

Underpinning these products is a proprietary information management platform built by principal Chad Jodon, which supports survey instruments, public directories, mapping, and decision-support tools (such as the CORE Decision Tree Tool). The firm monetizes this footprint through three primary streams: (1) sponsorship and advertising across its free web tools; (2) study and project-specific funding, including multi-stakeholder initiatives like the Plastic Squeeze Tubes Recovery project funded by brand owners and packaging manufacturers; and (3) contracted Insight Services — custom research, technical assistance, and stakeholder engagement for organizations requiring specialized support. Its go-to-market combines sales-led contracting (Insight Services, project funding), product-led distribution (free public tools funded by sponsors), and community-led convening across the plastics value chain via the CORE methodology.

Stina serves three primary segments: government agencies (federal, state, local) that rely on its data for policy and program decisions; industry groups and businesses across the plastics recycling value chain (recyclers, brand owners, packaging manufacturers, MRFs) that fund and participate in CORE projects; and NGOs such as the Association of Plastic Recyclers, World Wildlife Fund, Northeast Recycling Council, and Plastic Ocean Project. The company does business publicly as More Recycling to preserve historical brand recognition from the Moore Recycling heritage.

Name

Stina

Legal name

Stina Inc.

Website

https://stinainc.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Stina Inc. is a remote, principal-owned management consultancy that tracks North American post-consumer plastic recycling data, publishes the annual U.S. and Canadian Plastic Recycling Study, and operates free sponsor-funded web platforms and stakeholder convening services for governments, NGOs, and the plastics recycling value chain.

Ownership category

akta.pro rank

Headquarters

HQ city

Sonoma

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales

Revenue model

1. Website and Tool Sponsorship: Websites and tools rely on sponsorship and advertising to cover updates and remain free to users.
2. Plastic Recycling Study Sponsorship: Sponsors fund the annual plastic recycling study data collection, enabling public availability of critical market information. Study sponsors include companies across the plastic packaging value chain.
3. Insight Services Contracts: Limited capacity to answer specialized inquiries through contracted Insight Services for organizations requiring custom research, analysis, and technical assistance.
4. Project-Specific Funding: Funding for specific projects like the Plastic Squeeze Tubes Recovery initiative, with support from packaging companies, manufacturers, and brands.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Stina delivers market analysis, research, and longitudinal data on the plastics recycling industry through an annual Plastic Recycling Study, plus contracted Insight Services and stakeholder engagement programs (CORE methodology). The company also develops and maintains free, web-based tools—including a scrap plastic marketplace, recycled product directories, and recyclability decision-support platforms—that accelerate the transition to a circular economy for plastics.

Product overview

Stina operates a suite of interconnected digital platforms and research services focused on plastics recycling and circular economy acceleration. The core offerings include CircularityinAction.com (primary platform for circular economy engagement), PlasticsMarkets.org (scrap plastic marketplace), Buy Recycled Products Directory (PCR product directory), PlasticTubeRecycling.org (recyclability case study tool), and a Plastic Recycling Data Dashboard (visual data analytics). Supporting these platforms are services including the Annual Plastic Recycling Study (foundational research), CORE stakeholder engagement, Research & Analysis, and Visualization & Web-Based Tool Development. The company also does business as More Recycling, maintaining the legacy brand connection to Moore Recycling Associates.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Provides foundational data that governments, industry, and NGOs rely on for plastic recycling decision-making
• +1 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Association of Plastic Recyclers (APR)coreStrategic or Co-development PartnerAPR supports the Plastic Recycling Study and collaborates on stakeholder engagement. Steve Alexander, President & CEO of APR, provided testimonial praising Stina's leadership in the Tubes Projects and decision tree tools for recyclability.
• World Wildlife Fund (WWF)coreStrategic or Co-development PartnerWWF is working with Stina to collectively advance understanding of current trends and relative impacts of future scenarios for materials reduction and circular economy goals. Roberta Elias, Director of Policy and Government Affairs, provided testimonial.
• Northeast Recycling Council (NERC)minorStrategic or Co-development PartnerNERC relies on Stina's in-depth information about plastics and markets. Lynn Rubinstein, Executive Director, provided testimonial on Stina's expertise and nuanced insights.
• Plastic Ocean Project, Inc.minorStrategic or Co-development PartnerNon-profit organization working to protect natural resources relies on information from Stina. Bonnie Monteleone, Executive Director, provided testimonial on Stina's data quality.

Scale indicators6 records

Recent moves8 records

Expansion highlights4 records

Direct peers

• Resource Recycling Inc. Resource Recycling publishes Resource Recycling magazine and produces industry reports and conferences covering plastics recycling trends — a direct comparator in publishing authoritative plastics-recycling content and industry data cited by Stina's audience.
• Resource Recycling Systems (RRS): RRS is a sustainability and recycling consultancy offering MRF assessments, recycled-content studies, and program design — the closest like-for-like competitor to Stina's research and stakeholder engagement practice in plastics recycling data and analysis.
• GreenBlue (Sustainable Packaging Coalition): GreenBlue is a nonprofit that convenes packaging value-chain stakeholders and produces design guidance, recycled-content tools, and How2Recycle labeling — a direct peer in stakeholder facilitation and packaging-format recyclability research where Stina's CORE methodology competes.
• The Recycling Partnership: The Recycling Partnership is a nonprofit funding recycling infrastructure and publishing data/research on residential recycling programs and material flows — a direct peer in North American recycling data collection, MRF grantmaking, and program analytics.
• Eunomia Research & Consulting: Eunomia is an environmental consultancy producing recycling systems analyses, MRF benchmarking, and policy studies — a peer to Stina's Insight Services and CORE engagements, primarily serving the EU/UK market but increasingly competing for global client work.
• SCS Global Services: SCS provides third-party certification and verification (including recycled-content claims) and related advisory services — a comparable third-party, neutral arbiter that competes with Stina for recycled-content and circularity verification work.
• Closed Loop Partners: Closed Loop Partners operates an investment platform alongside its research/NextGen Consortium on circular economy and packaging, producing competing annual data outputs (e.g., "State of Recycling") that overlap directly with Stina's Annual Plastic Recycling Study.

Broad incumbents

• Ellen MacArthur Foundation: The Ellen MacArthur Foundation is the leading global circular-economy thought-leadership organization publishing widely cited reports on plastics and packaging — a broader incumbent whose policy and market-shaping work directly intersects with Stina's plastics-recycling domain.

Emerging players

• 5 Gyres Institute: 5 Gyres is a research and advocacy organization producing data on plastic pollution, microplastics, and recycling flows — an emerging player publishing adjacent datasets and reports that overlap thematically with Stina's plastics-flow research.
• As You Sow: As You Sow is a sustainability research NGO that publishes corporate ESG benchmarking and packaging recyclability assessments — an emerging player that produces competing corporate-facing recyclability analysis with partial overlap to Stina's stakeholder data products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/stina_inc
• Facebookfacebook.com/StinaInc

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

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 Stina