Cetogenix is Transforming Waste into Wealth in New Zealand

KiwiNet Awards 2024: Rotorua finalist Cetogenix turns organic waste from ‘crap to cash’

Patience, Innovation, and the Road to Startup Success

Cetogenix is Transforming Waste into Wealth

Building a startup is never a straight path. It takes patience, resilience, and the ability to adapt to market changes. Just ask Trevor Stuthridge, CEO of Cetogenix, a waste innovation startup that has been making waves in sustainable technology.

“Patience is key when you’re trying to shift human behaviour,” Stuthridge says. And his journey proves just that. Cetogenix, nominated as a finalist at the KiwiNet Research Commercialisation Awards 2024, is gaining recognition for its breakthrough product, Ceto-Boost. This cutting-edge technology transforms organic waste into biomethane, fertiliser, and biomaterials. It uses hydrothermal oxidation—an advanced process that harnesses heat and pressure to drive chemical reactions.

From Problem-Solving to Market Readiness
The road to success hasn’t been easy. In 2012, Rotorua Lakes Council approved a proposal for a pilot plant. The plant was meant to process biosolid waste. Still, the market wasn’t ready. “When I go back to some of those people and say this is what we’re now doing with the technology, they get incredibly excited,” Stuthridge recalls.

Cetogenix had to pivot and refine its approach multiple times before finding the right market fit. “We said a number of times in our journey, we’re going to have to go out to come back in again.” This perseverance is what differentiates successful startups from those that falter.

Disrupting Industries, Creating Value
Innovation often means disrupting existing value chains. “It’ll disrupt the fertiliser value chain, the wastewater treatment value chain. The value is not just monetary, it’s economic, it’s environmental, it’s societal.” This perspective highlights how startups are impacting major global challenges. They tackle issues ranging from waste management to climate change.

Strategic Serendipity and Market Demand
Many startups stumble upon their biggest breakthroughs while solving different problems. Stuthridge refers to this as “strategic serendipity.” Cetogenix was initially focused on reducing landfill waste. However, the broader market shift towards sustainability has created a huge demand for their technology. “Now the lights are going on, they’re going we need these technologies and that’s extremely heartening, but it’s taken 15 years for that to happen.”

Cetogenix – Collaboration for Impact Finalist Science New Zealand Awards

This patience has paid off. Cetogenix is now working alongside international bioresource experts to develop sustainable alternatives to burning waste. “In the last couple of years, the UK has woken up and said here’s the issue, we cannot put organic waste onto agricultural land.” The demand for zero-carbon solutions is growing, driven in part by consumer-facing businesses like supermarkets. “We need to live the zero-carbon thing a bit because our market is telling us, supermarkets are telling us your product better be zero-carbon or we won’t buy it.”

Lessons for Startups and Business Owners
The Cetogenix story offers valuable lessons for entrepreneurs. Patience is crucial because market readiness can take time, but persistence pays off. Innovation requires adaptability, as sometimes businesses need to pivot before finding the right opportunity. Disruption is often a sign of success, as challenging existing systems usually leads to valuable breakthroughs. Obeying market demand is essential, especially as consumer preferences shift towards sustainability. Aligning with these trends can position a startup for long-term success.

Cetogenix is proving that innovation, persistence, and a commitment to sustainability can transform industries. Their journey is a testament to the power of strategic thinking and patience in the world of startups.