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After taking over the family retail carpet business, Joseph became aware of the amount of polypropylene carpet waste they generated every year and began researching ways of recycling.

When he found that no one in the UK was deconstructing carpets and doing something with the elements, he set up a research and development project to search for answers. He sold the family business in 2016 to finance the project.

Since partnering with a US firm that had some equipment to deconstruct carpets, he has moved the technology forwards with developments that improve the quality and purity of the polypropylene pellets that can be produced.