''Ports will only become more important in a circular economy''

The Dutch ambition to become fully circular by 2050 still stands. Unfortunately, implementation is lagging behind, says James. “In some respects, we’re moving backward rather than forward. The main reason is the lack of a level playing field for circular methods. We’re so attached to our linear economy—focused on growth—and still tied to fossil resources as its foundation. We’re living in a ‘better the devil you know’ situation: especially in uncertain times, we cling to old habits.”

James gives the example of the circular company Plastic Recycling Amsterdam (PRA), which was located in the Port of Amsterdam. “They used fantastic technology developed at TU Delft to convert used plastics into new raw materials. But since the war in Ukraine, Russia no longer sells oil to Europe. Instead, it goes to China, India, or Turkey and returns to Europe as refined feedstock for virgin plastics. Plastic recycling simply can’t compete with those prices—resulting in the bankruptcy of Dutch plastic recyclers. We want to be circular, but if virgin material is cheaper, the choice is made quickly.”

James continues: “Innovative recycling companies are struggling—they’re short on time and market support. Awareness is growing slowly, but circular businesses are having a tough time because they can't compete with the subsidized linear model. There are some exceptions, like Brightfiber Textiles, which turns discarded clothing into raw materials for new garments and recently launched operations in the port. But the big issue remains: there is no level playing field. Economically, they’re disadvantaged compared to their linear counterparts. The path of transition is bumpy, and it’s incredibly painful to see such promising developments and companies falter in uncertain times. Now more than ever, we need to push forward with innovation, transition, and investment. Because we have to become circular.”

Level playing field and true pricing are essential for developing a circular economy

In addition to a level playing field, true pricing is also essential for developing a circular economy. True pricing provides better insight into the real cost of products by factoring in environmental impact, James explains. “If you have to pay six times more for a T-shirt than at a fast-fashion chain, you’re much more conscious about it—you might buy three instead of ten. Our throwaway culture comes at the expense of the environment and, ultimately, our future economic prosperity and public health.”

But according to James, it’s not the consumer’s fault: “Responsibility for making our society more sustainable lies primarily with big business and government. Of course, consumers play a role through awareness and behavioral change, but major shifts must come from the top. That LED light bulb and eating vegetarian once a week won’t save the planet. The government and large corporations need to make tough decisions to move away from fossil-based resources and end the subsidies that support them.”

The third key factor for accelerating the development of the circular economy is to give circular solutions the right to exist by stimulating the market. James explains: “Think of circular procurement policies from the government, and changing legislation to require the use of recycled materials in products. It’s difficult, and it will cost more time and money at first—but we have no choice. Without it, by 2050 we’ll be even more dependent on sources of fuel and raw materials we shouldn’t rely on. The current geopolitical tensions should be a massive driver in the transition to a circular economy.”

The role of the port of Amsterdam in the transition to a circular economy

At Port of Amsterdam, the urgency of transitioning to a circular economy is crystal clear, says James. The port plays both a facilitating and driving role in advancing the circular economy in the Netherlands and Europe. “We’re used to these roles from the linear era, but with the shift to a circular economy, cargo types and logistics will change. In a circular economy, products are refurbished, raw materials are recovered, and historical waste streams are converted into valuable materials within the circular system.

For example, train carriages may be sent back to France—where they originated—to be refurbished. Electronics, which contain scarce raw materials, are recycled here in Europe at a high level of quality to retain control over critical materials like lithium, cobalt, and other valuable elements. These kinds of activities will all take place in, around, or through the port. Circularity—alongside local craftsmanship—is by definition an international economy. Ports play a crucial role in this because they act as logistical hubs for transport by water, rail, and road.”

Moreover, scaling up circular activities in the port is highly feasible. James explains: “In the Amsterdam port area, circular companies can operate on an industrial scale, making use of the water connections the port offers. There is space here—both physically and environmentally—along with the knowledge and expertise needed. Deep-sea and inland ports will therefore only become more important in a circular economy.”

Drawing inspiration and motivation from nature

James grew up in the north of England: “In an area where natural ecosystems were essentially my backyard—forests, rivers, and vast nature reserves. My inspiration and motivation come from nature. Nature has created ecosystems that function with incredible efficiency and without waste—entirely circular. I have a deep admiration for these natural ecosystems and believe we can translate them into industrial ecosystems.

Right now, with our unchecked consumption of goods and energy, we are forcefully breaking away from the laws of nature. We are depleting the Earth and working against natural principles. Humanity no longer fits within its own ecosystem. Through our way of living and our pursuit of endless growth, we are destroying the very ecosystems that sustain us. And we see that reflected in the economy: the more out of balance things become, the greater the damage.”

According to James, the European Union and the Dutch government must truly embrace circularity. Laws and regulations must be revised to create a level playing field, and the market needs to be stimulated. “We simply need to get to work. The current nitrogen crisis is a clear example of what happens when sustainable choices are postponed, when regulations are not enforced, and problems are constantly kicked down the road. The Netherlands is now effectively at a standstill because of this. If we don’t make changes, the same will happen with resources and energy. That will lead to serious consequences—further climate change, shortages, and social unrest that could fuel the rise of even more extreme (political) parties.”

Photo: Giampiero Maietti voor amsterdam&partners