Craig Sterling, the newly appointed CEO of MarinaTex, brings both passion and experience to the forefront of sustainable packaging.
Reflecting on his motivation to join MarinaTex, Sterling says, “I have been an environmental activist throughout my life, dedicating time to causes like Save The Ballona Wetlands, Heal the Bay, Sierra Watch, and Save Mono Lake in California.”
This background fuels his commitment to MarinaTex’s mission of transforming natural waste streams into sustainable materials that can replace single-use plastics.
“As an environmental activist and entrepreneur, I firmly believe that the private sector has a unique role and responsibility in tackling environmental challenges,” he emphasises.
Sterling envisions MarinaTex as more than just a business—it’s a catalyst for environmental change. “By providing biodegradable, natural alternatives to problematic plastics, we give [people] the power to make a meaningful daily impact,” he says.
Through innovations in marine-derived materials, MarinaTex is paving the way for a new standard in packaging that’s renewable, compostable, and safer for the environment.
Building a brand for the future
Sterling’s leadership is defined by a strong brand strategy and the pursuit of sustainable growth.
With a brand inspired by environmental pioneers like Greta Thunberg, MarinaTex is “creating materials that empower both individuals and businesses to make meaningful contributions toward environmental health.”
Sterling’s commitment to inclusivity is evident, as he proudly highlights MarinaTex’s female founder, aiming to inspire future innovators while addressing the pressing issue of plastic waste.
To amplify MarinaTex’s visibility, Sterling is keen on building “a powerful emotional connection with our audience” through branding efforts. “We’re developing a cohesive visual identity and storytelling approach that emphasises the journey from marine resources to sustainable solutions,” he explains.
MarinaTex is also working with educational initiatives and partnerships to reach younger generations, positioning itself as a purpose-driven brand committed to sustainability.
Key strategies for MarinaTex’s growth include:
- Youth-centric branding and education: Engaging with young consumers and businesses through educational campaigns that showcase the impact of sustainable, marine-derived materials.
- Strategic partnerships and co-marketing: Collaborating with other sustainable brands to build visibility and credibility.
- Operational expansion: Growing production capabilities and exploring new markets, especially where regulatory incentives support sustainable solutions.
Overcoming industry challenges
Sterling is realistic about the obstacles MarinaTex faces in a market dominated by traditional plastics.
“The sustainable packaging industry faces several significant challenges, including cost competitiveness with traditional plastics, gaps in recycling infrastructure, and consumer buy-in,” he says.
One of the main hurdles is achieving price parity with conventional plastics, but Sterling is optimistic. “As CEO, I’m dedicated to pursuing operational efficiencies and strategic partnerships to bring down costs while scaling production,” he explains, noting that investment in production and market expansion is essential to achieving accessibility.
Sterling’s past experience in the biotech sector has prepared him to lead MarinaTex effectively. He previously held senior roles at companies like CuanTec and Omscientia, where he honed his skills in “driving growth, innovation, and commercialisation on a global scale.”
This background equips him to tackle MarinaTex’s goals with confidence, from navigating regulatory landscapes to fostering a purpose-driven culture. Reflecting on his approach, he says, “Biotechnology is ultimately about finding solutions that enhance lives, and I view MarinaTex’s work through a similar lens.”
Sterling’s vision includes advocacy for legislative change, “working closely with legislators and activists to push for the legislative discontinuation of problematic plastics.”
He sees a future where bio-based materials like those from MarinaTex reach price parity with traditional plastics, making sustainable choices more attainable. Through these multifaceted efforts, Sterling hopes to redefine the role of sustainable packaging in the fight against plastic pollution.
