So Greene

What So Greene does

So Greene Ltd is a privately held UK waste management company headquartered in Chertsey, England, operating across London, the South East, and Kent. Founded in 2020 by Priamo Casula and James O'Keeffe and officially launched in July 2022, the company runs a six-vehicle fleet providing commercial and residential waste collection, recycling, and ancillary services. Its core offerings include general waste, dry mixed recycling, food recycling, glass recycling, WEEE collections, secure shredding, bag collections, and commercial rubbish clearances, supplemented by residential skips, bin collections, rubbish clearances, graffiti removal, and stone cleaning. Equipment rental (balers and compactors) and CPC driver training provide additional revenue streams.

The business operates a sales-led, direct-to-customer model with online quote building and a customer portal, targeting commercial clients in facilities management and hospitality as well as residential households. Its technology centres on fuel-efficient waste trucks with advanced weighing systems and automated collection routing, with no proprietary software platform beyond the customer portal. Sustainability is positioned as the core differentiator through a zero-to-landfill commitment, energy-from-waste diversion for residual waste, carbon offsetting through Ecologi, and an average 65% recycling rate reaching up to 95% for some clients.

So Greene is founder-controlled by four directors (James O'Keeffe, Priamo Casula, Nicholas Gasson, Simon Gasson) with no external institutional funding disclosed. The company is privately held in England and operates as a small regional player, having grown from two vehicles at launch to six vehicles after relocating to Chertsey, reflecting organic, lightweight-capital expansion.

Name

So Greene

Legal name

So Greene Ltd

Website

https://sogreene.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

So Greene Ltd is a UK-based regional waste management company serving commercial and residential customers across London, Kent, and the South East with collection, recycling, equipment rental, and ancillary services via a six-vehicle fleet.

Ownership category

akta.pro rank

Headquarters

HQ city

Chertsey

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales

Revenue model

1. Commercial Waste Collection Services: Recurring waste collection services for businesses including general waste, dry mixed recycling, food recycling, glass recycling, WEEE collections, and secure shredding. Services are priced based on container size, frequency, and waste type with regular scheduled pickups.
2. Equipment Rental (Balers and Compactors): Hiring of cardboard balers and waste compactors to businesses with flexible terms and no lengthy contracts required. Includes machinery provision plus recycling collection services and regular servicing.
3. Residential Services: Bin collections, skip hires, and rubbish clearances for residential customers offered on a no-contract or commitment basis. Pricing based on load size (half load van, full load van) or skip size (8 yard, 12 yard, 16 yard).
4. Specialty Services: Additional services including bin cleaning, graffiti removal, stone cleaning, and bag collections for businesses with space constraints. Bin cleaning offered at low cost for existing customers; new enquiries require contact for pricing.
5. Driver Training: CPC (Certificate of Professional Competence) driver training courses offered including drivers hours, emergency first aid, LoCITY driving, staying legal, truck smart, safe urban driving, van smart, and smart motorways programs.
6. Recycled Products Sales: Sale of 100% recycled paper and other recycled materials back to customers, closing the recycling loop and reducing vehicles on site.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

So Greene provides commercial and residential waste collection, recycling, and related services across London and surrounding areas. The company operates with a zero-to-landfill commitment, processing collected materials for recycling and reuse. Services include general waste collection, recyclables handling, skip hire, and bespoke waste management solutions for businesses and households.

Product overview

So Greene is a waste management services company offering a comprehensive portfolio of commercial and residential waste collection, recycling, and related services. The commercial offerings include General Waste, Bag Collections, Secure Shredding, WEEE Collections, Dry Mixed Recycling, Food Recycling, Glass Recycling, Cardboard Balers, Compactors, Rubbish Clearances, Bin Cleaning, and Graffiti Removal. Residential services include Bin Collections, Skips, Rubbish Clearances, Graffiti Removal, and Stone Cleaning. The company also provides CPC Driver Training and maintains sustainability commitments through Zero to Landfill and Carbon Offsetting programs. A Customer Portal is available for account management.

Differentiator

Problem solved

Functional benefit

Brands

• So Greene Ltd: The legal registered name used in official documents and privacy policy.

Products and services

• Commercial Waste Collection

Quantifiable outcome

• Average recycling rate of 65%, with some clients achieving up to 95% recycling rates
• +3 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• EcologicoreStrategic or Co-development PartnerSo Greene participates in the Ecologi community to tackle climate change through carbon offsetting. Partnership involves contributions to global environmental projects including rainforest restoration in Kenya (100,000 trees across 100 hectares), Gewocha Forest restoration in Ethiopia (forest restoration, communal ownership, agroforestry), and degraded land restoration in Senegal (245 hectares).

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• FCC Environment UK: FCC Environment provides commercial waste collection, recycling, skip hire, and waste-to-energy services across the UK. It is a direct competitor in the same commercial waste and recycling space that So Greene targets, particularly in the FM and hospitality sectors.
• Whitehill & Co: Whitehill & Co is a Hampshire-based UK waste services company offering skip hire, commercial waste, and recycling. It is comparable to So Greene on skip hire and small/medium commercial waste operations, with overlapping geographies in southern England.
• Viridor: Viridor is a major UK waste management, recycling, and energy-from-waste operator with commercial collection services and processing infrastructure. Direct overlap with So Greene's collection and zero-to-landfill positioning, though at significantly greater scale.
• Biffa plc: Biffa is the UK's largest dedicated waste management company, offering commercial waste collection, recycling, skip hire, secure shredding, and bulky waste services. It is the closest scale comparable to So Greene's full commercial service portfolio, though it operates a vastly larger national fleet and network of processing assets.
• Hills Waste Solutions: Hills Waste Solutions is a UK regional waste management company offering commercial collections, recycling, skip hire, and waste processing facilities. It is a strong comparable to So Greene's regional, multi-service commercial waste model.
• Cleanaway UK: Cleanaway operates commercial waste collection, recycling, and skip hire services across the UK through acquisitions. It competes directly with So Greene in commercial collections while offering broader national coverage and infrastructure.

Regional players

• Countrystyle Group: Countrystyle is a Kent-based waste management and recycling group focused on South East England, the same region as So Greene. It offers commercial waste collection, recycling, and skip hire, making it a strong regional comparable.

Broad incumbents

• Veolia UK: Veolia is a global environmental services leader with extensive UK municipal and commercial waste collection, recycling, and energy-from-waste operations. It overlaps broadly with So Greene's services but operates as a much larger portfolio player across water, energy, and waste.
• Suez Recycling and Recovery UK: Suez operates a wide UK waste management and recycling portfolio including commercial collections, MRFs, and energy-from-waste facilities. Comparable to So Greene on collection and recycling services but as a much larger, broader-scope incumbent.

Emerging players

• Thorntons Waste Management: Thorntons is a regional UK waste management company offering commercial collections, recycling, skips, and WEEE services. Similar in size and service mix to So Greene, providing a relevant scale and model comparable within the UK independent waste sector.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Customer concentration

• LinkedInlinkedin.com/company/so-greene

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 So Greene