What Mooimakers does

Mooimakers is the Flemish Region's designated initiative against litter (zwerfvuil) and illegal dumping (sluikstort), founded in 2016 as "In de vuilbak" and rebranded in 2017. It is not a standalone legal entity but a collaborative initiative jointly operated by three statutory partners: OVAM (Flemish public waste authority), Fost Plus (Belgian packaging recycling organization), and VVSG (Association of Flemish Cities and Municipalities). Headquartered in Mechelen, Belgium, with a 16-person team, the initiative serves the entire Flanders region (~6 million inhabitants, ~300 municipalities) through a six-pillar approach covering participation, communication, infrastructure, environment, enforcement, and prevention.

The product ecosystem centers on the Mijn Mooie Straat ("My Beautiful Street") digital platform, launched in 2018 for local governments to coordinate cleanup reporting and hotspot mapping. In December 2021, Mooimakers extended this with a citizen-facing mobile app (iOS/Android) for cleanup route registration, individual performance tracking, and illegal dumping reports; in 2024 the app was expanded with cleanup action groups, gamification features, and enhanced interactive elements. Complementary offerings include Operatie Proper (school education program launched 2017), Coachingtraject (customized coaching for municipalities), Kenniswijzer (knowledge portal), Project Vuilnisbakkenplan (trash bin planning), Project Hotspots (hotspot mapping and analysis), and the Webwinkel free materials shop with quota caps. Annual campaigns (Lenteschoonmaak, summer campaign, Week van de Handhaving) drive mass civic engagement. The integration stack is modest — Mailchimp, Google Analytics, and social media platforms — with no disclosed AI/ML or advanced analytics capability.

Mooimakers operates as a non-commercial, government-funded initiative. All materials distributed through the Webwinkel are free, with quota caps to manage demand across municipalities, schools, and associations. Funding flows from the three founding partners (OVAM, Fost Plus, VVSG), and from 2026 the statutory Extended Producer Responsibility (UPV) Zwerfvuil framework will provide additional compensation funded by packaging producers. The initiative has been formally anchored in the Flemish Lokaal Materialenplan 2023-2030, with a regulatory target of 20% litter reduction by 2030 versus the 2023 baseline. The 2019 OVAM estimate placed direct litter cleanup costs in Flanders at €164 million annually, with total environmental and economic damage reaching €1 billion — the underlying problem Mooimakers is statutorily tasked to address.

Name

Mooimakers

Legal name

Mooimakers

Website

https://mooimakers.be

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Mooimakers is the Flemish (Belgium) government-backed initiative against litter and illegal dumping, jointly operated by OVAM, Fost Plus, and VVSG. It provides digital tools (Mijn Mooie Straat platform and app), coaching, school education programs, free materials, and annual campaigns to municipalities and volunteers across Flanders.

Ownership category

akta.pro rank

Product category

Environmental Services

NAICS

Remediation and Other Waste Management Services (5629), Administration of Air and Water Resource and Solid Waste Management Programs (924110)

SIC

Refuse Systems (4953), Sanitary Services (4950)

akta.pro primary industry

Street & Public Space Litter Collection (Municipal Cleaning) (BPALAAAE)

akta.pro secondary industries

Solid Waste & Recycling Services Administration (BPAIACAH), Street & Public-Space Litter Collection (Bins, Parks, Transit) (EUAIAAAG)

Keywords

• Litter prevention services
• Municipal cleanliness support
• Environmental education programs
• Cleanup campaign coordination
• Waste management initiatives

Headquarters

HQ city

Mechelen

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Government Funding: Mooimakers is funded by its three founding partners: OVAM (Flemish waste authority), Fost Plus (packaging recycling organization), and VVSG (association of Flemish cities and municipalities). Starting 2026, funding comes through Uitgebreide Producentenverantwoordelijkheid (UPV) Zwerfvuil - Extended Producer Responsibility for litter.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Mooimakers coordinates litter prevention and cleanup efforts across Flanders through free digital tools (Mijn Mooie Straat platform and app), coaching programs for local authorities, educational programs for schools (Operatie Proper), and distribution of free communication and cleanup materials via a webshop. The initiative operates on a six-pillar approach covering participation, communication, infrastructure, environment, enforcement, and prevention, supported by three annual public campaigns.

Product overview

Mooimakers operates a multi-product ecosystem for anti-litter management in Flanders. The core platform is Mijn Mooie Straat, which consists of a web-based reporting system for local governments and a mobile app for citizens to register cleanup activities and report litter. These are complemented by support programs like Coachingtraject for municipalities, Operatie Proper for schools, and project offerings for trash bin planning and hotspot management. The Kenniswijzer serves as an educational knowledge portal, while the Webwinkel distributes free materials. Three annual campaigns (Lenteschoonmaak, summer campaigns, and Week van de Handhaving) drive public engagement.

Differentiator

Problem solved

Functional benefit

Brands

• Mijn Mooie Straat: A reporting and registration system in the fight against litter and illegal dumping. Includes a mobile app for volunteers and local governments to track cleanup activities and report incidents.

Products and services

• Mijn Mooie Straat Platform Digital reporting and registration system for local governments to track litter and illegal dumping, manage cleanup activities, and monitor hotspots. Includes a municipality dashboard for policy optimization.
• Mijn Mooie Straat App Mobile application for citizens to register cleanup routes, track personal cleanup performance, and report litter and illegal dumping. Available on iOS and Android with location tracking during cleanup sessions.
• Operatie Proper Educational program for schools and youth organizations to actively work on cleanliness in their community, running throughout the school year in collaboration with municipalities.
• Coachingtraject Customized coaching program for local governments, waste intercommunals, and Flemish partners to build and implement efficient litter and illegal dumping policies with a Mooimakers coach.
• Webwinkel (Webshop) Online store providing free communication materials, cleanup equipment, educational resources, and logo packages for municipalities, schools, and partner organizations.
• Project Vuilnisbakkenplan Free support program helping cities and municipalities develop comprehensive trash bin plans including baseline measurements, analysis, measures, and impact assessments.
• Project Hotspots Program to map litter and illegal dumping sensitive locations (hotspots) and implement concrete actions to reduce problems at these locations.
• Week van de Handhaving Annual autumn enforcement week coordinated by Mooimakers in October, where local enforcement officers increase attention to littering and illegal dumping violations.
• Lenteschoonmaak Campaign Annual spring cleanup campaign encouraging citizens to participate in community cleanup activities, supported by communication materials and promotional activities.

Quantifiable outcome

• 20% reduction in litter collected by 2030 (vs 2023 baseline)
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature2 records

Partnerships

Four partnerships are on record, tiered core.

• UPV Zwerfvuil (Extended Producer Responsibility for Litter)coreStrategic or Co-development Partner · 1 January 2026From 2026, the Uitgebreide Producentenverantwoordelijkheid (UPV) Zwerfvuil provides statutory funding. Producers of packaging and single-use products contribute financially to litter costs, with Mooimakers receiving support through this framework.
• OVAMcoreStrategic or Co-development Partner · 16 January 2016OVAM (Openbare Vlaamse Afvalstoffenmaatschappij) is the Flemish public waste management authority. As a founding partner, OVAM provides strategic direction and is responsible for waste, materials, and soil remediation policy in Flanders. OVAM serves as the postal address for Mooimakers-Privacy inquiries at Stationsstraat 110, 2800 Mechelen.
• Fost PluscoreStrategic or Co-development Partner · 16 January 2016Fost Plus is responsible for the promotion, coordination, and financing of selective collection, sorting, and recycling of household packaging waste in Belgium. As a founding partner and data controller for personal data processing within Mooimakers, Fost Plus supports the initiative financially and operationally.
• VVSG (Vereniging van Vlaamse Steden en Gemeenten)coreStrategic or Co-development Partner · 16 January 2016VVSG is the interest group, knowledge sharing organization, and network for local authorities in Flanders. As a founding partner representing municipalities, VVSG ensures Mooimakers aligns with the needs and capabilities of local governments responsible for public cleanliness.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• NABU (Naturschutzbund Deutschland): One of Germany's largest environmental associations running large-scale volunteer cleanup campaigns. Comparable as a hybrid NGO/advocacy organization combining citizen mobilization, policy support, and educational programs across a German-speaking region.
• CleanCloud (an operating brand of Plastic Bank): Global plastic-cleanup platform with a digital app for citizen collection and reporting. Broader incumbent in the citizen-cleanup app category, with comparable technology (route registration, geolocation) but operating internationally and tied to economic incentives for collectors.

Direct peers

• Keep Scotland Beautiful: Scotland's environmental charity tackling litter, waste, and behavior change. Operates campaigns, school programs, and supports local authorities — closely matching Mooimakers' integrated coaching/community/education model, though nationwide in Scotland.
• OVAM (Openbare Vlaamse Afvalstoffenmaatschappij): Flemish public waste agency and founding partner of Mooimakers. Compares as the public counterpart administering waste policy, materials programs, and the Lokaal Materialenplan — the regulatory framework to which Mooimakers reports.
• Keep Britain Tidy: UK-based independent anti-litter charity running national campaigns, education programs, and Local Environmental Quality Standards. Highly comparable to Mooimakers as a nationally/regionally designated anti-litter initiative that combines policy support, citizen engagement, and educational programming.
• Nationale Loterij / Fost Plus: Fost Plus is a founding partner of Mooimakers and the Belgian EPR scheme for household packaging. As parent organization and data controller, it provides both operational integration and a comparison point for how Belgium structures producer-funded anti-litter programs.

Emerging players

• Trash Hero: Volunteer-led community cleanup organization with local chapters and digital coordination. Comparable grassroots community-cleanup model with Mooimakers' volunteer citizen segments, though active internationally and not government-funded.
• Litterati: App-based citizen litter tracking platform with geospatial data collection and brand/auditing analytics. Comparable as a digital litter-monitoring tool with a community volunteer model, though data-product rather than policy-driven.
• Plastic Soup Foundation: Dutch NGO campaigning against plastic litter and pollution. Comparable as a regional non-profit running awareness campaigns, citizen engagement, and policy advocacy — though single-cause (plastic) rather than broader litter/illegal dumping.
• Surfrider Foundation Europe: European non-profit focused on ocean, beach, and waterway litter, with citizen cleanup events and policy advocacy. Comparable on community-led cleanups and policy interface, narrower focus on aquatic litter.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/demooimakers
• Facebookfacebook.com/demooimakers
• LinkedInlinkedin.com/company/mooimakers
• Instagraminstagram.com/demooimakers
• YouTubeyoutube.com/user/Mooimakers

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 Mooimakers