The Good Shelf Standard

What does it take to turn discarded plastic into a product people actually want to buy?

In our first episode of The Good Shelf Standard, Indie Lee and Justin MacNaughton sit down with James Merrill, founder of StokedPlastics and Opolis Optics, to explore the science, supply chain and business behind turning plastic waste into useful products.

James shares how his work in international development shaped his approach to entrepreneurship, and why creating economic opportunity for communities matters to his mission.

We get into the challenges of using recycled plastic in performance products, how Opolis eyewear became a proof of concept for his materials company, and why a sustainability story alone isn’t enough to sell a product.

We also discuss:
• The science behind rebuilding degraded plastic
• Looking beyond the product to its packaging
• Traceability and the people behind a supply chain
• Getting manufacturers to try a new material
• The realities of running two businesses
• Why new materials and existing plastic waste both deserve attention

The Good Shelf Standard explores consumer products through four lenses: Product, Packaging, Purpose and Profit.

Follow the show for conversations with the people working to build better.

Website: https://thegoodshelfstandard.com
Instagram: https://www.instagram.com/goodshelfstandard/
StokedPlastics: https://stokedplastics.com/
Opolis Optics: https://opolisoptics.com/

Brands building better.

Product. Packaging. Purpose. Profit

A video podcast co-hosted by Justin MacNaughton & Indie Lee.