Description: As opposition to society’s ‘throwaway culture’ grows, so does the realisation that recycling and waste management are not only needed but desired by the public. Dr Pekka Peura at VEBIC, University of Vaasa, Finland, in collaboration with Dr Olli Voutilainen of the Natural Resources Institute Finland and Professor Jussi Kantola of the University of Turku, review the evolution of a waste-management system implemented in Finland’s Vaasa region in 1984, which saw the establishment of the waste management company ‘Ab Avfallsservice Stormossen Jätehuolto Oy (ASJ)’. ASJ and the subsequent formation of Westenergy have been instrumental in Finland’s drive to transition to a circular economy.