Exclusive: Greenbox's CEO discusses e-waste, AI, and future growth

As the head of a company at the forefront of the circular economy, Greenbox Group's CEO, Ross Thompson, is determined to see a shift in how electronic waste is managed, both in New Zealand and globally.

"New Zealand is the only OECD country without an official e-waste framework," he explained during an exclusive interview with TechDay.

Under his leadership, Greenbox has been championing the sustainable lifecycle management of technology assets, focusing on refurbishing and repurposing ICT equipment to reduce environmental impact.

"Greenbox is a carbon-neutral circular economy leader, and we specialize in deploying assets at the beginning of their life, right through to end-of-life management," Thompson explained. This involves a comprehensive approach that includes wiping, refurbishing, recycling, and repurposing electronic assets.

"The best type of recycling is reuse, and that’s the mantra we follow," he added.

Although Greenbox operates primarily in Australia and New Zealand, its influence extends far beyond these regions. "While our facilities are based in Australia and New Zealand, we have customers and partners all over the world," Thompson explained.

This global network allows Greenbox to manage technology assets for multinational corporations, leveraging partnerships to provide localised services on a global scale. "If a company like BHP Billiton has operations in Chile or the US, we can work on those assets through our partner networks," he elaborates.

A key focus for Greenbox has been its investment in refurbishment capabilities, responding to a growing global trend. "There's a significant push, particularly in Europe and the US, to give assets a second life," says Thompson. He points out the environmental benefits, stating, "It takes about 89,000 litres of water to produce a smartphone, but refurbishing it can reduce this impact by up to 90%."

Greenbox has doubled down on refurbishment, recognizing its potential to significantly cut down carbon emissions and resource consumption.

Thompson highlighted Greenbox’s use of AI to enhance their operations.

"We’re using AI across various functions, from tender responses in our sales team to increasing efficiencies on production lines," he said. The company is exploring new AI-driven solutions related to global financial metrics on asset value, showcasing its commitment to innovation. "AI is very much a business-as-usual orientation for us."

Partnerships with original equipment manufacturers (OEMs) such as Apple, Dell, and HP are crucial to Greenbox's operations.

"We have strong working relationships with all the major OEMs," Thompson said. These partnerships, combined with Greenbox’s extensive certifications, ensure that clients can trust the company to manage their technology assets securely and sustainably. "Our certifications and compliance with global best practices give our clients confidence that they're working with a leader in the industry."

Customer satisfaction is a major priority for Greenbox, with the company receiving regular positive feedback. "Our managed services side gets a lot of really good customer acknowledgments," Thompson reveals. He explains that some of the most challenging projects involve complex asset recovery and deployment across remote regions.

"It's the logistical expertise that sets us apart in these situations."

The growing demand for Greenbox's services is driven by two major market trends: cybersecurity and sustainability. "Cyber threats and data management are top concerns for our clients, and sustainability is becoming increasingly important," Thompson said. 

Data security is another critical issue that Greenbox addresses. "Twenty percent of data incursions happen at the end of life when assets aren’t managed properly," Thompson explained. Greenbox’s services ensure that data is securely wiped from devices, protecting clients from potential breaches. "Our carbon-neutral certification also means that our services don’t add to our clients’ carbon footprints," he added.

Social responsibility is woven into the fabric of Greenbox’s operations. "We support various indigenous community projects in Australia, providing technology to help bridge the digital divide," Thompson said. In New Zealand, Greenbox partners with Digital Wings, a charity that has positively impacted over 2.5 million people by redistributing refurbished technology to those in need. "It’s about more than just business; it’s about making a real difference in the communities we serve."

Governance is another area where Greenbox excels. "We hold 32 ISO certifications across information systems management, environmental considerations, and more," Thompson shared. These certifications, along with membership in the Sustainable Electronics Recycling International (SERI), ensure that Greenbox adheres to the highest standards in managing electronic assets. "Quality and compliance are at the heart of what we do."

Reflecting on Greenbox’s growth, Thompson highlights the company’s rapid expansion over the past few years. "We've doubled in size in the last three years," he said, noting the recent acquisition of Remarkit in New Zealand. This acquisition has solidified Greenbox’s position as the largest organization of its kind in Australasia. "We see huge growth potential in other geographies as well," Thompson added, pointing to future expansion plans.

Looking ahead, Greenbox is focused on continued innovation and expansion.

"We’re planning to commercialize new solutions around AI and other technologies to better serve our customers," Thompson revealed. The company is also exploring opportunities for inorganic growth through acquisitions.

"There's a lot of growth ahead, and we're excited about the future," he said.

As Greenbox continues to lead in the field of sustainable electronic asset management, Thompson remains committed to solving the challenges faced by the company’s clients.

"It’s not about outdoing competitors; it’s about solving our customers’ problems as effectively and efficiently as possible."