ABSTRACT
The chapter discusses circular economy business models (CEBMs) through the case of a recycling startup in the food packaging sector. It illustrates the strategic choices that they are facing and possible measures to address them. The case contributes to the growing literature on CEBMs, within an entrepreneurship context, through mapping those strategic choices across the circular startup value chain. It emphasizes the fact that circular startups are nonetheless similar to regular startups in the strategic choices they have to make to ensure business survival. The case provides useful insights to the entrepreneurs who are out there to address sustainability issues in the society, and to the managers in established companies who aspire to incorporate circular components within their value propositions and value chain.
