The purpose-driven company aims to change perceptions towards waste by harnessing the untapped potential of the informal waste management industry in Africa. By selling pre-processed recycling materials with traceable social and environmental impact, Mr. Green Africa creates economic value while addressing social and environmental challenges. Their strategy involves understanding local waste value chains and scaling simple solutions to improve the sector and gain a lasting competitive advantage. Founded in 2014, the company emerged from a visit to Kenya in 2012 by the founders of Mr. Green Trading, who saw opportunities in the waste management sector.