Maas Cleanup

What Maas Cleanup does

Maas Cleanup is a Dutch nonprofit environmental movement, legally organized as Stichting River Litter Foundation, headquartered in Valkenburg (Limburg, Netherlands) and founded around 2019. The organization mobilizes entrepreneurs, volunteers, companies, and nature/environmental organizations to clean the banks of the Maas (Meuse) river and to raise awareness about Dutch river pollution. Its operational core is the annual Maas Cleanup Days event, complemented by Company Cleanups (corporate-team cleanup events), the Better Business Program (founding-partner network with annual conferences and regional lunches), the VISles educational program for elementary school students (run with Sportvisunie), and the 'De Maas naar Den Haag' / 'Maas de Wet' petition, which is part of the broader #RechtenvoordeNatuur rights-of-nature movement.

In 2024, a single Maas Cleanup Day mobilized thousands of volunteers, companies, and organizations to collect 250,000 kg of waste from the river banks. The organization is funded through corporate sponsorships and founding-partner contributions from a named set of institutional partners: ING (guardian 'voogd' from 2026), IVN Natuureducatie, Oostwegel Collection, Viastory, Nextview, and Sportvisunie. There is no proprietary technology platform or AI component; the underlying infrastructure is a website-based action map for volunteer sign-ups, social media (Facebook, Instagram), email newsletters, and event logistics. GTM is community-led, with a hybrid segmentation across business companies, individual volunteers, and environmental NGOs, and the next flagship events are scheduled for March 20-21, 2026 and March 19-20, 2027, ahead of the 2027 European KRW (Water Framework Directive) compliance deadline.

Name

Maas Cleanup

Legal name

Stichting River Litter Foundation

Website

https://maascleanup.nl

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Environmental Cleanup Services

NAICS

Waste Collection (56211), Remediation and Other Waste Management Services (5629)

SIC

Refuse Systems (4953)

akta.pro industry

PRIMARYBPAGAGAJ

Pollution Prevention & Toxics Reduction

Business & Public Services/Nonprofit, NGO & Social Services/Environmental & Conservation Organizations

SECONDARYEUAIAAAG

Street & Public-Space Litter Collection (Bins, Parks, Transit)

Energy, Utilities & Environment/Environmental Services (Waste Management, Recycling & Remediation)/Municipal Solid Waste (MSW) Collection & Hauling

Keywords

• River cleanup services
• Environmental conservation
• Corporate sustainability partnerships
• Volunteer mobilization
• Water pollution advocacy

Headquarters

HQ city

Valkenburg

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Corporate partnerships and sponsorships: Maas Cleanup operates as a non-profit movement funded by business partners who join as sponsors or founding partners. Companies contribute to be part of the solution for the litter problem and demonstrate environmental responsibility.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Maas Cleanup is a Dutch non-profit movement that organizes volunteer-driven and corporate cleanup events along the Maas (Meuse) river and its banks. The organization mobilizes entrepreneurs, businesses, volunteers, and nature organizations to remove litter, raise awareness about river pollution, and demonstrate corporate environmental responsibility. Core activities include annual Maas Cleanup Days, Company Cleanups for businesses, the Better Business Program network, advocacy initiatives (such as the Petitie Maas de Wet), and the VISles educational program for schoolchildren.

Product overview

Maas Cleanup is a Dutch environmental movement organization, not a technology product company. Its core offering consists of organizing volunteer and corporate cleanup actions along the Maas river, supported by a network of founding partners and businesses committed to clean river nature. The organization operates as a single unified initiative rather than a platform with modular products.

Differentiator

Problem solved

Functional benefit

Products and services

• Maas Cleanup Days Annual organized cleanup events bringing together volunteers, companies, and organizations to clean the Maas riverbanks, held over a specific weekend with a map-based registration system. Targeted at Dutch citizens, employees of partner companies, and nature organizations who register via the Maas Cleanup website.
• Company Cleanups Organized cleanup events for businesses where employees, customers, or relations participate together, delivering environmental benefit while creating corporate social value and team-building outcomes. Targeted at Dutch companies seeking CSR and employee engagement activities.
• Better Business Program Network and event program for entrepreneurs and organizations committed to solving the Maas litter problem, including annual conferences (e.g., Better Business Conferentie 2026) and regional Better Business Lunch events that combine business networking with environmental action. Targeted at Dutch entrepreneurs and business owners.
• Petitie Maas de Wet (Maas to The Hague petition) Petition initiative advocating for legal rights for the Maas river, part of the broader Rights for Nature (#RechtenvoordeNatuur) movement. Targeted at Dutch citizens and supporters of legal rights for nature.
• VISles Program Educational program for elementary school students (groups 7-8) combining biology lessons with river cleanup excursions, run in partnership with Sportvisunie. Targeted at Dutch primary schools and their students.

Quantifiable outcome

• 250,000 kg of waste removed from river banks in single 2024 cleanup day

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core.

• IVN NatuureducatiecoreStrategic or Co-development PartnerIVN Natuureducatie represented by Noï Boesten as founding partner. Focuses on business and societal organizations creating value for both business and environment.
• Oostwegel CollectioncoreStrategic or Co-development PartnerOostwegel Collection (Valkenburg a/d Geul) represented by Camille Oostwegel as founding partner. Emphasizes local awareness of the litter problem.
• ViastorycoreStrategic or Co-development PartnerViastory (Maastricht) represented by Toos Hofstede as founding partner. Stresses social responsibility as fundamental part of entrepreneurship.
• NextviewcoreStrategic or Co-development PartnerNextview (Eindhoven) represented by Huub Waterval as founding partner. Brings 20 years of recognizing plastic problem in rivers and provides power for solutions.
• SportvisuniecoreStrategic or Co-development PartnerSportvisunie is a national partner providing support with knowledge, materials, and communication for cleanup actions. Represents 700,000 members of 630 angling associations. Participates in Cleanup Days and provides logistics support.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Market position

Strengths4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/maascleanup
• Instagraminstagram.com/maascleanup
• LinkedInlinkedin.com/company/maas-cleanup

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Maas Cleanup