<a href="https://www.apartments.com.au/developers/capital-corporation">Capital Corporation</a> has announced that its <a href="https://www.apartments.com.au/new-townhouses/lovedale-farm-1054-1184-wine-country-drive-lovedale-nsw-2325">Lovedale Farm</a> residential, resort and golf project has secured $24.6 million in sales in just three weeks since the opening of its display home, underscoring the appetite for premium lifestyle property in the Hunter Valley countryside.

The sales milestone has been driven by a diverse mix of buyers, including owner-occupiers and investors from Sydney, Newcastle and the local Hunter region, purchasing both land-only lots and house and land packages across the development.

<img alt="Lovedale" data-entity-type="file" data-entity-uuid="e173edc9-e60e-4f19-a060-9dc4421a3233" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/LovedaleFarm_20250215-1.jpg?VersionId=1LY6CvOaD.Dzrt8tWpWxXtPyfchixNIo" />

&nbsp;

The result builds on the momentum generated at the display home opening on 22 March, which attracted more than 460 attendees.

With house and land pricing from $1.14 million, Lovedale Farm continues to attract strong interest from buyers seeking a premium lifestyle offering at a compelling price point. The development’s vision, a championship golf course, future epicurean village and access to the Hunter Valley’s celebrated wine country, has resonated with a broad buyer profile, from first-time investors to those looking to make the move and call the Hunter Valley home.

<img alt="Lovedale Farm records $21.4 million in sales in three weeks" data-entity-type="file" data-entity-uuid="b358e789-e1eb-40ed-8105-ed5c8297136f" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/20260321LovedaleFarmDisplayHomeOpening--6.jpg?VersionId=6GUO8TNnxuELONrsM6n9imDB6oc82Bor" />

Jim Hunter, Managing Director of Capital Corporation said the response since opening the display home has been encouraging.

"To reach $24.6 million in sales in just three weeks speaks to the genuine demand for a lifestyle community of this calibre in the Hunter Valley," Hunter says.

"We’re seeing buyers from across the region and beyond, including investors who recognise the long-term value, and owner-occupiers who simply want to live somewhere truly special.

“Lovedale Farm is two decades in the making, and the market’s response is everything we hoped for. We’re excited to see these first buyers become part of the Lovedale Farm story from the very beginning."

<img alt="Lovedale" data-entity-type="file" data-entity-uuid="54d985cf-2ac2-400b-ac02-4401f3421ac7" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/20260321LovedaleFarmDisplayHomeOpening--5.jpg?VersionId=3866bPoqpLZsm.3ACg9EafAr1W3miC_f" />

&nbsp;

Spanning 240 hectares on Wine Country Drive in <a href="https://www.apartments.com.au/developments/lovedale-nsw-2325">Lovedale</a>, the $1 billion development is expected to deliver around 1,250 jobs during construction and inject more than $300 million into the local economy. The first 200 homes and championship 18-hole golf course are anticipated for completion in late 2027.

Capital Corporation has also lodged development plans for the Lovedale Farm clubhouse, set to become a vibrant hub for residents and the wider Hunter Valley community. Further releases are planned for later this year.

[smartcode_project_cta:default project_id=14476]

Joel Robinson

Lovedale Farm display home opening triggers $24.6 million in sales in three weeks

Prominent Malaysian developer <a href="https://www.apartments.com.au/developers/osk-property">OSK Property</a> has unveiled <a href="https://www.apartments.com.au/new-apartments/aura-at-melbourne-square-7-hoff-boulevard-southbank-vic-3006">Aura</a>, the next stage of its $3.5 billion Melbourne Square precinct in Southbank, continuing its push into wellness-led, amenity-rich apartment living.

The $800 million tower, planned for 7 Hoff Boulevard, will rise 67 storeys and deliver 673 apartments, with COX Architecture drawing on both Japanese design principles and Australia’s natural landscape to shape the building’s identity. A rectangular grid aesthetic defines the building’s exterior, with COX drawing design cues from New York high-rises and Tokyo’s skyline.

Aura builds on a growing trend in high-density living, where wellness is no longer an add-on but central to the product. The development is structured around four key pillars, combining calm, minimalist residences with layered communal spaces, landscaped gardens, and a suite of wellness amenities designed to support both physical and mental wellbeing.

[smartcode_project:default project_id=151921 project_image_fid=367465]

At the core of the project is what OSK describes as a vertical wellness ecosystem, a multi-level approach to amenity that integrates health, lifestyle, and social spaces throughout the building rather than confining them to a single level.

The main resident hub, the Aura Club on level seven, will include a pool, cold plunge, spa, gym, Pilates and yoga studios, alongside more lifestyle-driven inclusions like a golf simulator, music rooms, library, and work-from-home spaces. Above, a series of higher-level amenity zones, including the Meridian Club and Cumulus Club, introduce more refined, social and retreat-style environments, with private dining, lounges, and premium wellness spaces positioned to take advantage of city views.

[smartcode_project:default project_id=151921 project_image_fid=367467]

The residences themselves will largely include balconies, a key design move in a market increasingly focused on natural light, airflow, and connection to the outdoors. Views will extend across the CBD, the Arts Precinct, Royal Botanic Gardens, and beyond.

Aura also introduces approximately 1,600 sqm of retail across the lower levels, further activating the Melbourne Square precinct, which already includes Kennedy Park, a Woolworths, childcare, and a growing mix of hospitality operators.

[smartcode_project:default project_id=151921 project_image_fid=367474]

“Aura stands tall as an exemplar of holistic wellness – its focus on social, physical and mental health culminate in a building that is calming, restorative and relaxing, where residents will have their own sanctuary within the well-connected and sought-after <a href="https://www.apartments.com.au/developments/southbank-vic-3006">Southbank</a>," says&nbsp;OSK Property CEO Chong Boon Woon.

“We have been very encouraged by the market’s response to the BLVD offering, and we know there is a strong demand for the level of amenity, service and design that the Melbourne Square precinct is known for.

“Complemented by work-from-home lounges for professionals, family friendly outdoor garden spaces, and state-of-the-art fitness and wellness facilities, Aura will continue our focus on maximising physical, emotional, and mental wellbeing,” he said.&nbsp;

[smartcode_project:default project_id=151921 project_image_fid=367475]

The project follows the strong performance of BLVD, which is now around 80 per cent sold, and reinforces OSK Property’s long-term commitment to Melbourne Square as a fully integrated, mixed-use precinct.

Construction is expected to commence in late 2026.

[smartcode_project_cta:default project_id=151921]

OSK unveils AURA, the latest stage in Southbank's $3.5 billion Melbourne Square precinct

National developer Time &amp; Place appears to have settled on a design for its long-anticipated Potts Point project.

After several years of back and forth with local council and the NSW Government, the developer, which has spent seven years targeting the former The Chimes site on Macleay Street, has now progressed its plans.

Following a concept design submission last year by SJB, Time &amp; Place has lodged a full State Significant Development Application with the NSW Government, this time for a scheme designed by Kerry Hill Architects.

<img alt="Time &amp; Place" data-entity-type="file" data-entity-uuid="504d2a27-d65f-4227-8189-1e35e3376e62" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Screenshot%202026-04-20%20at%209.38.24%E2%80%AFAM.png?VersionId=_XqFKATYHF30KnVByPxhaI9UBzmkmfn7" />

The 16-storey proposal includes 44 apartments, 21 of which will be build-to-sell. These will comprise 19 three-bedroom apartments and two four-bedroom units.

More than 50 per cent of the development will be dedicated to affordable housing, with 23 studio apartments to be delivered in line with the NSW Government’s Housing SEPP.

Kerry Hill Architects said the proposal is driven by a strong response to place.

“Our proposal for a new residential building for Potts Point in Sydney is driven by a deep consideration of place,” the practice said in its submission.

“This operates on multiple levels, including a landscape approach that reinstates endemic flora of the Sydney peninsula and provides a ground-floor garden for residents, reconnecting the site to its pre-European history. A brick podium further strengthens this relationship to context, integrating planting and fine bronze detailing that references the predominant material language of Macleay Street.”

The three-level podium will be topped by a communal resident space, featuring a covered pool designed to receive direct afternoon sun in winter, a neighbouring reflection pool, dining and event areas oriented to maximise sunset views, and an outdoor exercise zone.

<img alt="Time &amp; Place" data-entity-type="file" data-entity-uuid="8d3eedc1-babb-44a3-bd96-d8a42f3adf1f" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Screenshot%202026-04-20%20at%209.37.48%E2%80%AFAM.png?VersionId=Ii7.4dvqNatu5GQi6bhqNjAswrMB998." />

The design also incorporates highly crafted shopfronts and a clearly defined residential entry to activate the street. Juliette balconies to the podium residences will provide passive surveillance and a strong sense of habitation.

Above, the larger apartments are housed within a light-coloured masonry and bronze tower.

“The tower steps back in a series of gently curved volumes that reference the rich Art Deco context of Macleay Street,” the architects said. “Carefully calibrated vertical fins frame the views while providing privacy and a sense of refuge.”

<img alt="Time &amp; Place" data-entity-type="file" data-entity-uuid="6fab60f4-3140-4469-b47a-48c781e0a30b" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Screenshot%202026-04-20%20at%209.28.44%E2%80%AFAM.png?VersionId=e5XxrM3kzdASdKlcIACHAHbOSZhSKC9O" />

Time &amp; Place has been one of the most active developers nationally in the last 12 to 24 months. Late last year they completed&nbsp;The Queensbridge in&nbsp;<a href="https://www.apartments.com.au/developments/southbank-vic-3006">Southbank</a>, a mixed-use tower with 353 apartments and a hotel. They are currently selling Park Modern, 246 apartments near the famous Botanic Gardens in South Melbourne.

The developer has approval for The Burke, a mixed-use project in&nbsp;<a href="https://www.apartments.com.au/new-apartments/glen-iris-vic-3146">Glen Iris</a>&nbsp;being delivered in partnership with Woolworths. The 60 apartments, positioned above a new Woolworths supermarket, are expected to launch in the coming months. Time &amp; Place is also progressing plans for the redevelopment of&nbsp;<a href="https://www.apartments.com.au/developments/northcote-vic-3070">Northcote</a>&nbsp;Plaza, and have recently submitted plans for a <a href="https://www.apartments.com.au/news/vic/time-place-unveils-plans-22-storey-south-melbourne-tower">22-storey tower</a>, another in South Melbourne.

In&nbsp;<a href="https://www.apartments.com.au/developments/sydney-nsw">Sydney</a>, the developer has two projects in Manly: Two Tides, which is currently under construction, and an ultra high-end building on&nbsp;<a href="https://www.apartments.com.au/buildings/shoreline-manly-beach-89-90-north-steyne-manly">North Steyne</a>, fronting the beach. It is also continuing to work through the redevelopment of The Chimes building on Macleay Street in&nbsp;<a href="https://www.apartments.com.au/developments/potts-point-nsw-2011">Potts Point</a>, as well as Marlborough House, the redevelopment of the original David Jones warehouse building in&nbsp;<a href="https://www.apartments.com.au/developments/surry-hills-nsw-2010">Surry Hills</a>.

First look: Time & Place settles on design for The Chimes, Potts Point redevelopment

<a href="https://www.apartments.com.au/developers/develotek">Develotek</a> is joining the likes of TOGA, Deicorp, and One Global Capital, betting on a boom in Five Dock ahead of the 2032 mooted opening of the Five Dock Metro Station.

Develotek, which is currently developing Bianca on the Drummoyne waterfront and has plans approved for a tower in Chatswood, has filed a State Significant Development Application for a <a href="https://www.apartments.com.au/new-apartments/79-81-queens-road-five-dock-nsw-2046">two-building project in the evolving Kings Bay precinct</a>.

The buildings, one more boutique just five storeys and the other 26 storeys, will rise from an 3,158 sqm site across&nbsp;79–81 Queens Road and 2–8 Spencer Street, will home 134 one-, two-, and three-bedroom apartments, above ground-floor retail and five basement levels of parking.

A key component of the proposal is the inclusion of 15 per cent of residential floor space as in-fill affordable housing, unlocking additional height and density under the Housing SEPP.

<img alt="First Look: Develotek lodges State Significant shop top housing project in Five Dock precinct" data-entity-type="file" data-entity-uuid="3ee31bf7-75ba-4bc5-b190-49885193219f" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/podium_2.png?VersionId=730UbrduuwK3C1sO28RHjiLPUPqXqjkh" />

Designed by <a href="https://www.apartments.com.au/architects/plus-studio">Plus Studio</a>, the scheme adopts a podium-and-tower configuration, with a five-storey street wall along Queens Road transitioning to a 26-storey tower set deeper into the site. The ground plane prioritises activation and permeability, with retail frontages and a new through-site link connecting Queens Road to Spencer Street.

At the upper levels, the tower façade has been conceived using a modular system to support prefabrication and reduce construction waste, while improving build efficiency. The splayed form draws on the geometry of surrounding industrial rooftops, reinterpreting the area’s heritage in a contemporary expression while also helping to reduce solar heat gain to east and west-facing apartments.

“This project aspires to transform a former industrial site into a connected, resilient and people-focused urban community, grounded in Country, shaped by history, and designed to enrich everyday life within the evolving Kings Bay Precinct,” said John Walsh, Principal at Plus Studio.

The proposal reflects the broader transformation of the Kings Bay Precinct under the Parramatta Road Corridor Urban Transformation Strategy, marking a shift from its industrial past to a higher-density, mixed-use urban neighbourhood.

<img alt="First Look: Develotek lodges State Significant shop top housing project in Five Dock precinct" data-entity-type="file" data-entity-uuid="abde734c-1e31-4a97-a1d2-fa9bcf31c380" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/building%20podium.png?VersionId=fNUupP6u146yEytQT31kKVRxwtACgPpP" />

Develotek is emerging as an active participant in the state’s affordable housing-led uplift pathway. The developer recently secured approval for a 34-storey mixed-use tower in Chatswood, where it similarly leveraged the in-fill affordable housing provisions to increase scale and deliver a 101-unit scheme with dedicated affordable apartments.

Their entry into Five Dock places them alongside a growing list of developers targeting the suburb ahead of its anticipated transport uplift, with Sydney Metro set to extend into the area. Major players including TOGA, Deicorp, and One Global Capital are all progressing large-scale precinct-style developments nearby, collectively reshaping the low-rise industrial fabric into a higher-density mixed-use corridor.

The Five Dock site sits within the Kings Bay Precinct, a key renewal area under the Parramatta Road Corridor Urban Transformation Strategy, where planning controls support significant uplift tied to affordable housing delivery. The consolidated 3,158 sqm site is currently occupied by low-rise industrial uses, including warehouses and vehicle workshops, earmarked for transition.

First Look: Develotek joins in Five Dock apartment boom

Ascot’s Racecourse Road continues to be a hive of activity for Brisbane developers.

Following Fortis and GRAYA, which are both preparing new projects along the key strip connecting Kingsford Smith Drive and Eagle Farm Racecourse, local developer <a href="https://www.apartments.com.au/developers/skyhold">Skyhold</a> is the latest to lodge plans for its own development.

The group is proposing One One Two Residences, a boutique project comprising just seven apartments, named after its address at 112 Racecourse Road.

The proposal outlines a five-storey building on an 810 sqm site. The built form slightly exceeds the four-storey expectation under the neighbourhood plan, aligning instead with the emerging character of the strip. As the planning report notes, “the locality is characterised by a transition toward medium-rise residential development, with a number of recent developments… above the stipulated height limits.”

<img alt="First Look: Skyhold lodges plans for boutique Ascot apartments as Racecourse Road revival gathers pace" data-entity-type="file" data-entity-uuid="ec577631-8c51-4163-960e-e7b3a77d655b" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Ascot.png?VersionId=iAzQ46D4Uu1UqiS0mVnlcy9jeFKBpJIj" />

Designed by 111 with landscape architecture by <a href="https://www.apartments.com.au/landscape-architect/paul-bangay-garden-design">Paul Bangay Studio</a>, the scheme adopts a layered architectural approach with strong articulation and a subtropical response. Deep balconies, integrated planters, and a mix of masonry and textured finishes define the façade, while upper-level setbacks reduce perceived bulk. The architectural statement describes “a series of horizontally expressed layers, defined by deep balconies and a consistent robust material palette,” aimed at delivering a refined streetscape presence.

Apartments are configured as large-format residences, including multiple three-bedroom layouts and a full-floor penthouse, supported by ground-level parking. A rooftop terrace will provide communal amenities including a pool and landscaped recreation areas. The design prioritises privacy, natural ventilation, and greenery, with planting integrated across all levels to soften the building form and contribute to the public realm.

<img alt="First Look: Skyhold lodges plans for boutique Ascot apartments as Racecourse Road revival gathers pace" data-entity-type="file" data-entity-uuid="1e1219bd-b45a-4d7f-bbc7-7207d7b2fc94" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Ascot%20entry.png?VersionId=JIoUOLMgQ5xWpEF0etEI3ffIoIVjD7gO" />

The proposal sits within the Racecourse Road precinct, a key mixed-use spine in Ascot that continues to attract renewed development interest.

Later this year national developer Fortis will launch its own boutique development, which, pending council approvals, will be 16 apartments designed by Koichi Takada Architects, just down the street.

“Racecourse Road is going through a massive revitalisation and we’re proud to be a part of that transformation,” said Fortis's QLD General Manager, Dan Boman.

Nearby, GRAYA is advancing its larger-scale The Gallery, a mixed-use shop-top housing project designed to act as a “catalytic project for Racecourse Road.”

First Look: Racecourse Road, Hamilton revitalization to continue as Skyhold joins the party

Waste Management

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GUEST OBSERVATION
I was in Switzerland recently and discovered that they haven’t had any landfill since the early 2000s, because all of their waste is either recycled or incinerated to produce electricity. How “green” is it to incinerate waste in order to produce electricity? Is it something New Zealand should consider, so that 1) we have no more landfill, and 2) we can replace our fossil-fuel power stations with power stations that incinerate waste?
Burning rubbish to generate electricity or heat sounds great: you get rid of all your waste and also get seemingly “sustainable” energy. What could be better?
Many developed countries already have significant “waste-to-energy” incineration plants and therefore less material going to landfill (although the ash has to be landfilled). These plants often have recycling industries attached to them, so that only non-recyclables end up in the furnace. If it is this good, why the opposition?
Here are seven reasons why caution is needed when considering waste-to-energy incineration plants.
Stifling innovation and waste reduction
<ol>
<li>Waste-to-energy plants require a high-volume, <a href="http://www.seas.columbia.edu/earth/wtert/sofos/Rodriguez_thesis.pdf" target="_blank">guaranteed waste stream</a> for about 25 years to make them economically viable. If waste-to-energy companies divert large amounts of waste away from landfills, they need to somehow get more waste to maintain their expensive plants. For example, <a href="https://www.thelocal.se/20181112/sweden-imports-british-waste-to-heat-homes-but-wheres-the-post-brexit-solution" target="_blank">Sweden imports its waste from the UK</a> to feed its “beasts”.</li>
<li>The waste materials that are easiest to source and have buyers for recycling - like paper and plastic - also produce most energy when burned.</li>
<li>Waste-to-energy <a href="http://knowledgeauckland.org.nz/assets/publications/TR2019-009-CBA-on-waste-diversion-from-landfill-homes-land-community-Auckland.pdf">destroys innovation</a> in the waste sector. As a result of China not accepting our mixed plastics, people are now combining plastics with asphalt to make roads last longer and are making fence posts that could be replacing treated pine posts (which emit copper, chrome and arsenic into the ground). If a convenient waste-to-energy plant had been available, none of this would have happened.</li>
<li>Waste-to-energy <a href="http://knowledgeauckland.org.nz/assets/publications/TR2019-009-CBA-on-waste-diversion-from-landfill-homes-land-community-Auckland.pdf" target="_blank">reduces jobs</a>. Every job created in the incineration industry removes six jobs in landfill, 36 jobs in recycling and 296 jobs in the reuse industry.</li>
<li>Waste-to-energy works against a circular economy, which tries to keep goods in circulation. Instead, it perpetuates our current make-use-dispose mentality.</li>
<li>Waste-to-energy only makes marginal sense in economies that produce coal-fired electricity – and then only as a stop-gap measure until cleaner energy is available. New Zealand has a green electricity generation system, with about 86% already coming from renewable sources and a <a href="https://www.beehive.govt.nz/release/nz-embracing-renewable-electricity-future" target="_blank">target of 100% renewable by 2035</a>, so waste-to-energy would make it a less renewable energy economy.</li>
<li>Lastly, burning waste and contaminated plastics creates a greater environmental impact than burning the equivalent oil they are made from. These impacts include the release of harmful substances like dioxins and vinyl chloride as well as mixtures of many other harmful substances used in making plastics, which are not present in oil.</li>
</ol>
Landfills as mines of the future
European countries were driven to waste-to-energy as a result of a <a href="https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX:32006L0012" target="_blank">2007 directive that imposed heavy penalties</a> for countries that did not divert waste from landfills. The easiest way for those countries to comply was to install waste-to-energy plants, which meant their landfill waste dropped dramatically.
New Zealand does not have these sorts of directives and is in a better position to work towards reducing, reusing and recycling end-of-life materials, rather than sending them to an incinerator to recover some of the energy used to make them.
Is New Zealand significantly worse than Europe in managing waste? About a decade ago, a delegation from Switzerland visited New Zealand Ministry for the Environment officials to compare progress in each of the waste streams. Both parties were surprised to learn that they had managed to divert roughly the same amount of waste from landfill through different routes.
This shows that it is important New Zealand doesn’t blindly follow the route other countries have used and hope for the same results. Such is the case for waste-to-energy.
There is also an argument to be made for current landfills. Modern, sanitary landfills seal hazardous materials and waste stored over the last 50 years presents future possibilities of landfill mining.
Many <a href="https://www.reuters.com/article/us-environment-waste/tracking-europes-waste-theres-gold-in-them-landfills-idUSKBN1F61YH" target="_blank">landfills have higher concentrations of precious metals</a>, particularly gold, than mines and some are being mined for those metals. As resources become scarcer and prices increase, our landfills may become the mines of the future.<img src="https://counter.theconversation.com/content/128630/count.gif?distributor=republish-lightbox-basic" alt="The Conversation" width="1" height="1" style="border: none !important; box-shadow: none !important; margin: 0 !important; max-height: 1px !important; max-width: 1px !important; min-height: 1px !important; min-width: 1px !important; opacity: 0 !important; outline: none !important; padding: 0 !important; text-shadow: none !important;">
Jeff Seadon, Senior Lecturer, Auckland University of Technology.
This article is republished from <a href="http://theconversation.com" target="_blank">The Conversation</a> under a Creative Commons license. Read the <a href="https://theconversation.com/climate-explained-seven-reasons-to-be-wary-of-waste-to-energy-proposals-128630" target="_blank">original article</a>.
Main photo: Many developed countries already have significant waste-to-energy operations and therefore less material going to landfill. <a href="https://theconversation.com/profiles/jeff-seadon-790599" target="_blank">Jeff Seadon</a>, <a href="http://theconversation.com/institutions/auckland-university-of-technology-1137" target="_blank">Auckland University of Technology</a>  <a href="http://creativecommons.org/licenses/by-nd/4.0/" target="_blank">CC BY-ND</a>.
</body></html>

j.ballantyne1990-6AQqhLzZaK

Climate explained: seven reasons to be wary of waste-to-energy proposals

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EXPERT OBSERVER
Discussion of the environment is embedded in our culture as public awareness over issues such as climate change and plastic pollution has grown. Advertisers are not shy about tapping into this concern for their own benefit.
A <a href="https://cdn.theconversation.com/static_files/files/767/Culture_on_Twitter.pdf#page=9" target="_blank">Twitter analysis last year</a> revealed that in the UK at least, the environment was a current and growing issue. Between January 2015 and March 2018, discussion on Twitter about single-use plastic, for example, increased by an incredible 5,543%.
Advertisers are already highly skilled at the power of narrative: reducing complexity and helping us make sense of their message. This power is amplified when the narrative taps into culture. A brand message, if successful, then becomes part of people’s conversations rather than interrupting them with ads they <a href="https://mumbrella.com.au/advertisers-should-remember-ordinary-people-dont-care-about-advertising-504672" target="_blank">don’t care about</a>.
Advertisers who tell a good story can persuade the public of all sorts of things. Some messages are positive and constructive. But a few are disingenuous and misleading.
The latter is especially true in the case of recycling, where advertisers often imply that consumers, not corporations, are responsible for the huge amounts of plastic waste a product creates.
<img src="https://images.theconversation.com/files/292529/original/file-20190916-19035-m5srig.png?ixlib=rb-1.1.0&amp;q=45&amp;auto=format&amp;w=754&amp;fit=clip" alt=""> A CocaCola recycling campaign that ran in the 2019 European summer. Supplied by author
<h2>Plastic pollution is a big deal</h2>
Australia’s <a href="https://www.environment.gov.au/system/files/resources/7381c1de-31d0-429b-912c-91a6dbc83af7/files/national-waste-report-2018.pdf" target="_blank">National Waste Report last year</a> found 2.5 million tonnes of plastic waste was generated in 2016-17 - or 103kg for each person. Most of it was only used once, and just 12% was recycled.
Coca-Cola says by the end of 2019, <a href="https://www.ccamatil.com/-/media/Cca/Corporate/Files/Media-Releases/2019/Coca-Cola-Australia-and-Coca-Cola-Amatil-announce-a-major-increase-in-recycled-plastic.ashx" target="_blank">70% of its plastic bottles in Australia</a> will be made entirely from recycled plastic. The company in August released a video in Australia thanking people for recycling.
It follows a European campaign <a href="https://www.beveragedaily.com/Article/2019/06/10/Don-t-buy-Coca-Cola-if-you-re-not-going-to-help-us-recycle" target="_blank">launched by the company in June</a> with the tagline “Don’t buy Coca-Cola if you’re not going to help us recycle”.
Absolut Vodka this year launched a new <a href="https://www.absolut.com/en/products/absolut-comeback/" target="_blank">limited edition bottle</a> made of 41% recycled glass - like all of its bottles - accompanied by a “Guide to a Circular Living Together”. The company told customers: “Now’s your time to shine on stage - rocking the recycling lifestyle as a true #RecyclingHero!”
<iframe src="https://www.youtube.com/embed/AeF8dp0rz2Q?wmode=transparent&amp;start=0" frameborder="0" width="440" height="260"></iframe> Coca-Cola Australia | Thanks For Recycling Campaign, 2019.
On the face of it, such campaigns might seem virtuous, especially following <a href="https://www.epa.nsw.gov.au/your-environment/recycling-and-reuse/response-to-china-national-sword" target="_blank">China’s 2018 policy</a> limiting the import of low-quality mixed recyclables. But in fact they continue a long history of framing consumers as the main waste culprits.
The practice began in the US in the 1950s when <a href="https://www.kab.org/" target="_blank">Keep America Beautiful</a> was formed. The non-profit consortium included Coca-Cola and tobacco manufacturer Phillip Morris, among others. Its campaigns, such as the 1971 “<a href="https://www.youtube.com/watch?v=8Suu84khNGY">Crying Indian</a>” ad, tapped into a shared cultural guilt for polluting the environment and, in this case, mistreating native people.
Such tactics have been mirrored by <a href="https://kab.org.au/past-campaigns/litterers-anonymous-2/" target="_blank">Keep Australia Beautiful</a> campaigns.
But guilt is not a good predictor of people’s behaviour. A 2001 <a href="http://selfdeterminationtheory.org/SDT/documents/2001_KoestnerHoulfortPaquetKnight_JASP.pdf" target="_blank">study</a> found individuals must feel ethically validated, not guilty, to behave in an environmentally friendly way.
<h2>Consumers are not the villains</h2>
Manufacturers of consumer products obviously play a <a href="https://www.eco-business.com/news/what-are-the-worlds-biggest-plastic-polluters-doing-about-the-problem/">major role</a> in the growing plastic problem. This is reflected in the <a href="https://www.propertyobserver.com.au/https://www.packagingcovenant.org.au/documents/item/1091" target="_blank">Australian Packaging Covenant,</a> an agreement between government and industry.
It says responsibility for packaging should be shared by companies throughout the supply chain. Consumers, waste service providers, recyclers and governments also have roles to play.
<a href="https://blogs.scientificamerican.com/observations/more-recycling-wont-solve-plastic-pollution/" target="_blank">Researchers have noted</a> that a permissive legal framework has allowed plastic pollution to rise despite the obvious harm it causes to communities and marine life.
As Recycled Plastics Australia general manager Stephen Scherer <a href="https://www.propertyobserver.com.au/https://www.abc.net.au/news/2019-04-14/recycling-industry-demands-federal-action-as--waste-piles-up/10993218" target="_blank">told the ABC this year</a>:
…the federal government has been absent from the conversation about waste, while Australians are operating in a culture where ‘we don’t do what we’re not forced to do’.
Plastic waste is on the radar of Australian governments. State and federal environment ministers <a href="https://www.environment.gov.au/protection/waste-resource-recovery/plastics-and-packaging/packaging-covenant" target="_blank">last year set a target</a> that all packaging be recyclable, compostable or reusable by 2025 or earlier.
But critics say rather than set targets, the federal government must mandate the use of recycled plastic in packaging to ensure the waste problem is addressed.
<img src="https://images.theconversation.com/files/298443/original/file-20191024-119433-97l2iz.jpg?ixlib=rb-1.1.0&amp;q=45&amp;auto=format&amp;w=754&amp;fit=clip" alt=""> Fish swimming along a coral reef near a water bottle label and a plastic bag off the coast of the Red Sea resort town of Naama Bay, Egypt. Mike Nelson/EPA
<h2>Recycling campaigns done right</h2>
Companies such as Coca-Cola are embracing the concept of sustainability to some extent. But better still, other brands have sought to fix recycling systems themselves.
In February Unilever “paid” people in Buenos Aires, Argentina for their <a href="https://www.unilever.com/news/news-and-features/Feature-article/2019/how-were-helping-buenos-aires-residents-make-recycling-a-habit" target="_blank">household recyclables</a> with discount coupons redeemable against its products at selected retailers.
In the UK, Burger King last month announced it was scrapping plastic toys from kids’ meals and invited the public to <a href="https://www.youtube.com/watch?v=c7lmk-V6p6Q" target="_blank">bring in old plastic toys</a> from any restaurant meal. The plastic will be remade into “interactive play opportunities” for families at their restaurants.
In Australia, superannuation fund Australian Ethical ran its latest campaign on <a href="http://www.adnews.com.au/campaigns/new-australian-ethical-campaign-uses-100-recyclable-billboards" target="_blank">100% recyclable billboard skins</a>.
Consumers do have a role to play in waste reduction, including by recycling or demanding that companies find alternatives to single-use plastics. But if companies want to respond meaningfully to the plastic crisis, they must accept ultimate responsibility for their packaging and work towards zero-waste.<img src="https://counter.theconversation.com/content/123579/count.gif?distributor=republish-lightbox-basic" alt="The Conversation" width="1" height="1" style="border: none !important; box-shadow: none !important; margin: 0 !important; max-height: 1px !important; max-width: 1px !important; min-height: 1px !important; min-width: 1px !important; opacity: 0 !important; outline: none !important; padding: 0 !important; text-shadow: none !important;">
<a href="https://theconversation.com/profiles/sergio-brodsky-738470" target="_blank">Sergio Brodsky</a>, Sessional Lecturer, Marketing, <a href="http://theconversation.com/institutions/rmit-university-1063" target="_blank">RMIT University</a>
This article is republished from <a href="http://theconversation.com" target="_blank">The Conversation</a> under a Creative Commons license. Read the <a href="https://theconversation.com/stop-shaming-and-start-empowering-advertisers-must-rethink-their-plastic-waste-message-123579" target="_blank">original article</a>.
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jrobinson-rf4aSBido9

Stop shaming and start empowering: advertisers must rethink their plastic waste message

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This week Alastair sits down with Jo Garretty, Managing Director at Salt3 to talk traffic and waste management.

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urban.com.au

Weekly Podcast: Episode 17 - Jo Garretty from Salt3 discusses traffic and waste management

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PUF Ventures Australia has formed an alliance with Utilities Group, a private company which operates proprietary bioHubs which turn manure, sewage, crop and food processing waste into renewable energy and bioproducts. </div>
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<div>The Casino bioHub project is already in early stage planning.</div>
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Utilitas Group is working with ASX-listed DomaCom to raise the $4.3 million needed to develop the project.</div>
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<div>The bioHub will transform organic waste and waste water from the <a href="https://www.domacom.com.au/public-crowdfunding-campaigns/commercial-properties/casino-biohub/" target="_blank">Richmond Valley region</a> into energy, clean water and other valuable bio-products. </div>
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<div>PVA has plans to construct a one million-square-foot greenhouse operation, with large scale manufacturing, processing and office facilities for the cultivation, production and manufacture of medical cannabis and associated products near the town of Casino, in the Northern Rivers region of New South Wales, Australia.  </div>
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Utilitas Group is developing a bioHub, near the same location which will transform organic waste and waste water from the Richmond Valley region into energy, clean water and other valuable bio-products. </div>
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<div>Through the alliance, PVA will have long term access to stable environmentally friendly energy, nutrients and reclaimed water generated by the Utilitas bioHub. </div>
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<div>“There are significant economic and environmental benefits to be gained through the alliance with Utilitas,” said Horsfall, CEO of PUF Ventures Australia.</div>
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<div>“The Utilitas bioHub in Casino, New South Wales, has been designed to create dispatchable renewable electricity, green natural gas, carbon dioxide (CO2), valuable nutrients and reclaimed water as part of a closed-loop resource recovery process. These are all critical inputs for a large greenhouse operation. “ </div>
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<div>“Together with Utilitas, we can create the world’s first closed-loop, resource recovery, medicinal cannabisfacility, utilising the huge local biomass from the agricultural and food processing industries to pioneer world-leading clean technologies.”  </div>
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<div>“I give high praise to the Richmond Valley Council for its proactive efforts in securing such a high value anchor tenant like PUF Ventures Australia to co-locate with the Casino bioHub,” said Fiona Waterhouse, CEO, Utilitas Group.  </div>
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<div>“Securing PUF Ventures to have local, affordable clean energy and nutrients to grow healthy plants andaffordable long-term price is a win for the region, community, and environment. It’s also going to create new, local employment, and reduce environmental impacts from waste and emissions.”  </div>
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<div>The long-term success of any licensed cannabis producer is the ability to leverage economies of scale in its grow operations and be a low-cost producer with a premium product. Those companies with state-of-the-art operations with long term access to affordable energy and nutrients, which are critical cost drivers, will be successful.  </div>
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<div>About Utilitas  Utilitas is on a mission to unleash the power of bioHubs to fuel industry, support networks andenergise communities by delivering 100MW of dispatchable, reliable, local electricity and other bioproducts from 100 bioHubs in 100 regional communities by 2025. </div>
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Utilitas originates, designs, builds and operates the bioHubs, contracting with large organic waste producers and energy consumers to treat their waste andsupply back energy (electricity, gas, fuel) and other valuable bioproducts at locked in long term prices.</div>
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PUF Ventures Australia PTY LTD and PUF Ventures Inc have formed a strategic partnership with the Richmond Valley Council, New South Wales, Australia, to construct a 1 million-square-foot greenhouse operation, with large scale manufacturing, processing and office facilities for the cultivation, production and manufacture of medical cannabis andassociated products in Australia. </div>
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PUF Ventures Inc. owns a majority interest in AAA Heidelberg Inc., a private Ontario company that is an advanced applicant for an ACMPR license from Health Canada.</div>
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<div>Through an exclusive joint venture agreement with Canopy Growth Corp, the Company will join CraftGrow, a collection of high-quality cannabis grown by a select and diverse set of producers, made available through the Tweed Main Street website.</div>
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<div>DomaCom is a <a href="https://www.domacom.com.au/public-crowdfunding-campaigns/commercial-properties/casino-biohub/" target="_blank">fractional property investment</a> platform.</div>
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Utilitas Group working with DomaCom to raise $4.3 million to develop Casino bioHub project 

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<img src="https://counter.theconversation.edu.au/content/82644/count.gif?distributor=republish-lightbox-advanced" alt="The Conversation" width="1" height="1">
GUEST OBSERVER
One of the byproducts of landfill is “landfill gas”, a mixture of mostly methane and carbon dioxide generated by decomposing organic material.
Methane is a particularly potent greenhouse gas, but it can be captured from landfill and used to generate clean electricity.
Methane capture is a valuable source of power but, more importantly, it can significantly reduce Australia’s methane emissions. However the opportunity to produce energy from waste is largely being squandered, as up to 80% of the potential methane in waste is not used. 
If more councils were prepared to invest in better facilities, Australians would benefit from less waste in landfill and more energy in our grids. Even the by-product from using state-of-art processing methods can be used as a bio-fertiliser.
And while these facilities are initially more expensive, Australians are generally very willing to recycle, compost and take advantage of community schemes to reduce waste. It’s reasonable to assume that a considerable percentage of our population would support updating landfill plants to reduce methane emissions. 
<h2>Recycling in Australia</h2>
Australia may have a bad rap when it comes to waste recycling, but there are plenty of positives.
Australians produce approximately 600 kilograms of domestic waste per person, per year – no more than most northern European countries, which set the benchmark in sustainable waste management. 
Looking at kerbside bins we, on average, recycle 30-35% of that waste, saving much of our paper, glass, aluminium and steel from landfill (which also saves and reduces emissions). 
Although the household recycling rate in Australia is less than the best-performing EU recycling rates of 40-45%, this is primarily due to a lack of access to (or awareness of) schemes to recycle e-waste and metals. Data therefore suggests that at the community level, there is a willingness to minimise and recycle waste.
Between 55% and 60% of kerbside waste sent to landfill in Australia is organic material. Over 65% of this organic fraction is food waste, similar to the make-up of the EU organic waste stream, comprised of 68% of food waste. 
Despite this large fraction, approximately half of the household organic we produce – mostly garden waste – is separately collected and disposed, again demonstrating high participation by the community in recycling when collection and disposal options are available. 
<h2>Turning waste into energy</h2>
Energy recovery from waste is the conversion of non-recyclable material into useable heat, electricity, or fuel. Solid inorganic waste can be converted to energy by combustion, but organic waste like kitchen and and garden refuse has too much moisture to be treated this way. 
Instead, when organic waste is sent to landfill it is broken down naturally by microorganisms. This process releases methane, a greenhouse gas 25 times more potent than carbon dioxide. 
Around 130 landfills in Australia are capturing methane and using it to generate electricity. Based on installed power generation capacity and the amount of waste received, Australia’s largest landfills use 20-30% of the potential methane in waste for electricity generation. 
Ravenhall in Melbourne processes 1.4 million tonnes of waste per year, and proposes to generate 8.8 megawatts (MW) of electricity by 2020. Roughly 461,000 tonnes of waste goes to Woodlawn in NSW, and in 2011 it generated 4MW of electrical power. Swanbank in Queensland receives 500,000 tonnes a year and generates 1.1MW. 
The remainder of the methane is flared due to poor gas quality or insufficient transmission infrastructure, is oxidised as it migrates towards the surface of the landfill, or simply escapes. The methane generating capacity of waste is also diminished because organics begin composting as soon as they reach landfill.
But there are more efficient ways to capture methane using specialised anaerobic digestion tanks. The process is simple: an anaerobic (oxygen free) tank is filled with organic waste, which is broken down by bacteria to produce biogas. This is similar to the natural process that occurs in landfill, but is much more controlled and efficient in a tank.
The biogas can be combusted to produce electricity and heat, or can be converted to pure biomethane to be used either in the mains gas grid, or as a renewable transport fuel. In contrast to landfills, 60-80% of the methane potential of waste is used to generate electricity in anaerobic digesters, with most of the remainder used to power waste handling and the digestion process. 
The nutrient-rich sludge that remains after anaerobic digestion, called digestate, is also a valuable biofertiliser. It can support food production, and further reduce greenhouse gases by decreasing our reliance on energy-intensive manufactured fertilisers. 
The use of food waste as a feedstock for anaerobic digestion is largely untapped in Australia but has huge potential. A site in Sydney’s geographic centre (Earth Power Technologies) and Richgro’s Jandakot facility near Perth are part of a handful that are converting food waste to energy using this technology.
<h2>The future of organic recycling</h2>
Local council recycling and waste infrastructure is typically not a priority election issue, except for those close to existing or proposed landfills. 
Ratepayers are generally not informed of the possibility of separately collecting food waste, either for industrial-scale composting or methane capture. We have the right to this information, with costs and benefits presented in the context of the costs we already pay for waste management, and relative to the environmental performance of landfill.
As an example, landfill operators often promote the number of homes they power by electricity generated from methane as a key measure of sustainability. But how does this compare to the electricity and heat that might be obtained from an anaerobic digester that processes the same waste? 
Given the choice, the Australian community may have an appetite to extend organic recycling beyond well-established garden waste composting. They only have to be asked.
<a href="https://theconversation.com/profiles/william-clarke-380521" target="_blank">William Clarke</a> is professor of waste management, The University of Queensland.
<a href="https://theconversation.com/profiles/bernadette-mccabe-147872" target="_blank">Bernadette McCabe</a> is Associate Professor and Principal Scientist, University of Southern Queensland.
Both are authors for <a href="https://theconversation.com/au" target="_blank">The Conversation</a>.
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