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Developing a waste economy through a recycling value chain can have significant social, environmental and economic impacts. The recycling value chain can create significant opportunity for economic growth, reduced environmental footprint and a means of addressing consumer concerns. Waste management has become a topic of increasing importance globally and in particular, South Africa. We explore the measures taken by a prominent local fishing company in South Africa, Sea Harvest, that has managed to create a thriving waste economy system by looking beyond simple waste management.