circular action alliance

What circular action alliance does

Circular Action Alliance is a 501(c)(3) nonprofit Producer Responsibility Organization founded in 2022 by 20 major consumer goods, beverage, retail and foodservice companies — Amazon, Coca-Cola, PepsiCo, Procter & Gamble, Walmart, Target, Nestlé, Unilever, Keurig Dr Pepper, Mars, Kraft Heinz, L'Oréal, General Mills and others — to administer state Extended Producer Responsibility (EPR) laws for paper and packaging in the United States. CAA has been designated as the PRO in six states: Colorado (May 2023), Maryland (October 2023), California (January 2024), Oregon (April 2024), Minnesota (February 2025) and Washington (March 2026), with Oregon launching the first operational U.S. paper-and-packaging EPR program in July 2025. CAA also intends to pursue the Stewardship Organization designation in Maine.

The organization's core offering is a cloud-based producer registration and reporting portal that harmonizes compliance, reporting and fee payment across jurisdictions for obligated manufacturers, brands and retailers. Underlying the platform are state-specific program plans approved by environmental agencies (CalRecycle, CDPHE, Oregon DEQ, MPCA, Maryland Department of the Environment, Washington Department of Ecology) covering fee-setting frameworks, Responsible End Markets (REM) verification standards, local-government grantmaking, and producer-funded recycling infrastructure (e.g., 32 RecycleOn Centers in Oregon, $1.1M+ Baker Sanitary investment). The state-level operating model is staffed by Executive Directors — including former CalRecycle director Rachel Wagoner in California — and supported by partners such as HDR Engineering and Eunomia Research for needs assessments and Waste Connections of the Columbia Gorge for collection infrastructure.

The business model is mandatory producer-fee-based: as a 501(c)(3), CAA collects legally mandated producer responsibility fees from manufacturers, brands and retailers supplying paper and packaging into EPR states, then redistributes funds to statewide recycling system improvements, collection services, processing, and program administration. GTM is enterprise field sales with state government procurement (PRO designation) at the regulatory top of the funnel and direct portal onboarding at the producer layer. Pricing (eco-modulated per-ton material fees) is negotiated per state and is not publicly disclosed; the value proposition to producers is single-portal, harmonized multi-state compliance versus managing six different regimes independently. Headquartered at 10 F Street NW, Washington, D.C., CAA is governed by a board chaired by Keurig Dr Pepper's Senior Director of Sustainability and operates regional subsidiaries (CAA California, CAA Colorado, CAA Oregon) as wholly-owned state implementation vehicles.

Name

circular action alliance

Legal name

Circular Action Alliance

Website

https://circularactionalliance.org

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Circular Action Alliance is a 501(c)(3) nonprofit Producer Responsibility Organization founded in 2022 by 20 major CPG and retail companies to administer state Extended Producer Responsibility laws for paper and packaging across six U.S. states (CA, CO, MD, MN, OR, WA), collecting mandated producer fees and funding recycling infrastructure through a cloud-based compliance portal.

Ownership category

akta.pro rank

Product category

Producer Responsibility / Packaging Compliance Services

NAICS

Business Associations (813910)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Circularity Consulting & Program Management (EPR, Design-for-Circularity, LCA) (EUAIANAH)

akta.pro secondary industries

Packaging Recovery & Closed-Loop Programs (Take-Back, Deposit-Return, EPR Support) (IMALAMAF), Circular Economy & Waste/Materials Reporting (Zero waste, packaging) (EUAHAJAL)

Keywords

• Extended producer responsibility
• Paper packaging compliance
• Producer responsibility organization
• Recycling program administration
• Packaging stewardship services

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Producer Responsibility Fees: CAA, as a 501(c)(3) nonprofit, collects fees from obligated producers (manufacturers, brands, retailers) who supply paper and packaging into states with EPR laws. Fees fund statewide recycling system improvements, collection services, processing, and program administration.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Circular Action Alliance is a nonprofit Producer Responsibility Organization that administers Extended Producer Responsibility (EPR) programs for paper and packaging on behalf of obligated producers (manufacturers, brands, retailers) in multiple U.S. states. Its core offering is multi-state compliance services, including producer registration, reporting, fee collection, and program plan design, delivered through state-specific subsidiaries in California, Colorado, Oregon, Maryland, Minnesota, and Washington. Producer fees fund statewide recycling infrastructure improvements, RecycleOn depot expansion, curbside recycling rollouts, and program administration overseen by state environmental agencies.

Product overview

Circular Action Alliance (CAA) is a nonprofit Producer Responsibility Organization (PRO) that provides a centralized compliance platform for Extended Producer Responsibility (EPR) laws for paper and packaging across multiple U.S. states. CAA offers harmonized compliance services including producer registration, reporting, and fee management, along with state-specific program implementation for California, Colorado, Maryland, Minnesota, Oregon, and Washington. The organization connects producers with recycling infrastructure, local governments, and recycling service providers to fulfill their EPR obligations.

Differentiator

Problem solved

Functional benefit

Products and services

• Producer Registration and Reporting Portal

Quantifiable outcome

• Over 10,000 households gained recycling access in Eastern Oregon through producer-funded investment
• +3 more outcomes

Named customers9 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

Feature1 record

Partnerships

24 partnerships are on record, tiered core and flagship.

• Waste Connections of the Columbia GorgecoreStrategic or Co-development Partner · 1 January 2025Local waste management partner operating RecycleOn Centers in Hood River and The Dalles, Oregon. Operates collection sites for materials not accepted in curbside recycling.
• HDR EngineeringcoreImplementation/ SI/ Consulting Partner · 22 September 2023Selected by CAA to conduct Colorado's Needs Assessment for the state's EPR program. HDR led a comprehensive evaluation of recycling infrastructure with support from Eunomia Research & Consulting and Colorado-based firms.
• Eunomia Research & ConsultingcoreImplementation/ SI/ Consulting Partner · 22 September 2023Partnered with HDR Engineering to conduct Colorado's Needs Assessment for the EPR program, providing sustainability consulting expertise.
• AmazonflagshipStrategic or Co-development Partner · 1 January 2022Founding member of Circular Action Alliance. Amazon, as a major retailer and e-commerce company, supplies significant packaging into the market and provides strategic oversight as a founding board member company.
• Coca-ColaflagshipStrategic or Co-development Partner · 1 January 2022Founding member of Circular Action Alliance. Coca-Cola is a major beverage company with significant packaging footprint, serving as a founding board member.
• Procter & GambleflagshipStrategic or Co-development Partner · 1 January 2022Founding member of Circular Action Alliance. P&G supplies consumer goods with extensive packaging, providing strategic guidance as a founding member.
• TargetflagshipStrategic or Co-development Partner · 1 January 2022Founding member of Circular Action Alliance. Target, as a major retailer, supplies private-label and other packaged goods, contributing strategic oversight.
• WalmartflagshipStrategic or Co-development Partner · 1 January 2022Founding member of Circular Action Alliance. Walmart is the largest retailer with extensive packaging supply chain involvement, serving as a key founding member.
• PepsiCoflagshipStrategic or Co-development Partner · 1 January 2022Founding member of Circular Action Alliance. PepsiCo supplies beverages and snacks with significant packaging volume.
• NestléflagshipStrategic or Co-development Partner · 1 January 2022Founding member of Circular Action Alliance. Nestlé is a major food and beverage company with extensive packaging supply.
• UnileverflagshipStrategic or Co-development Partner · 1 January 2022Founding member of Circular Action Alliance. Unilever supplies consumer goods with significant packaging footprint.
• Danone North AmericaflagshipStrategic or Co-development Partner · 1 January 2022Founding member of Circular Action Alliance. Danone North America joined as a founding member in January 2024.
• Mondelēz InternationalflagshipStrategic or Co-development Partner · 1 January 2022Founding member of Circular Action Alliance. Mondelēz International joined as a founding member in January 2024.
• General MillsflagshipStrategic or Co-development Partner · 1 January 2022Founding member of Circular Action Alliance. General Mills is a major CPG company supplying packaged foods.
• Kraft HeinzflagshipStrategic or Co-development Partner · 1 January 2022Founding member of Circular Action Alliance. Kraft Heinz supplies packaged food and beverage products.
• L'OréalflagshipStrategic or Co-development Partner · 1 January 2022Founding member of Circular Action Alliance. L'Oréal supplies beauty and personal care products with packaging obligations.
• MarsflagshipStrategic or Co-development Partner · 1 January 2022Founding member of Circular Action Alliance. Mars supplies confectionery, food, and pet care products.
• Georgia-PacificflagshipStrategic or Co-development Partner · 1 January 2022Founding member of Circular Action Alliance. Georgia-Pacific supplies paper and packaging products.
• IKEAflagshipStrategic or Co-development Partner · 1 January 2022Founding member of Circular Action Alliance. IKEA supplies furniture and home goods with packaging obligations.
• FerreroflagshipStrategic or Co-development Partner · 1 January 2022Founding member of Circular Action Alliance. Ferrero supplies confectionery and packaged foods.
• Colgate-PalmoliveflagshipStrategic or Co-development Partner · 1 January 2022Founding member of Circular Action Alliance. Colgate-Palmolive supplies personal care and household products.
• Conagra BrandsflagshipStrategic or Co-development Partner · 1 January 2022Founding member of Circular Action Alliance. Conagra Brands supplies packaged food products.
• NiagaraflagshipStrategic or Co-development Partner · 1 January 2022Founding member of Circular Action Alliance. Niagara is a bottling and beverage company.
• SC JohnsonflagshipStrategic or Co-development Partner · 1 January 2022Founding member of Circular Action Alliance. SC Johnson supplies household cleaning and consumer products.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Recycle BC: British Columbia's designated PRO for residential packaging and paper recycling. Operates extended producer responsibility program funded by member companies — directly comparable structure to CAA's state programs.
• Stewardship Ontario: Producer Responsibility Organization in Ontario, Canada that administers Blue Box recycling program for paper and packaging. Direct functional peer operating under similar EPR framework with obligated-producer fee collection and recycling infrastructure funding.

Broad incumbents

• Green Dot (Duales System Deutschland): Germany's pioneering PRO for sales packaging under the Duales System. Operates one of the world's largest packaging EPR systems; comparable fee-based compliance model and recycling infrastructure investment.
• PRO Europe: Umbrella organization representing packaging PROs across Europe. Comparable in role coordinating multiple national PROs for packaging EPR, similar to CAA's multi-state harmonization mission.
• Citeo: France's largest packaging EPR organization serving household and commercial packaging. Established PRO with similar compliance, fee collection, and recycling infrastructure investment model; broader European footprint makes it a broader incumbent peer.

Emerging players

• AMERIPEN: U.S. trade association advocating for packaging producer responsibility policy. Closely related stakeholder in EPR legislative and regulatory discussions affecting CAA's operating environment.
• The Recycling Partnership: Nonprofit focused on improving recycling systems in North America through funding and technical assistance. Comparable in recycling infrastructure investment mission and producer-funded operating model.
• Sustainable Packaging Coalition: Industry association working on packaging sustainability and circular economy. While not a PRO, it provides member-driven policy advocacy and tools that intersect with CAA's producer responsibility work.

Others

• Closed Loop Partners: Investment firm and platform focused on circular economy and recycling infrastructure. Operates funds investing in recycling technology and infrastructure, intersecting with CAA's funding mission for producer-funded recycling systems.
• Resource Recycling Systems (RRS): Consulting firm specializing in recycling program design and implementation. Provides services like those CAA procures for state needs assessments; both organizations share leadership pipeline (Juri Freeman was RRS Managing Principal before joining CAA Colorado).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/circular-action-alliance

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries3 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 circular action alliance