Listen to this Episode with Victoria and Eric Here:
Scaling up chemical recycling technologies is transforming how the industry tackles plastics waste and circularity. Eric Appelman, Chief Revenue Officer of Aduro Clean Technologies, joins Victoria Meyer to discuss Aduro’s journey, from innovative pilot projects to a commercial demonstration plant in the Netherlands, following their NASDAQ listing. The conversation covers the challenges of commercializing and financing new technology, the crucial role of established partners, and the value of risk management in scaling sustainable solutions.
Victoria and Eric also dig into how regulations, market expectations, and infrastructure are impacting the adoption of recycled plastics. Their discussion offers practical insights for business leaders looking to build resilient, growth-oriented companies in the evolving landscape of chemical recycling.
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How To Scale Sustainable Technology
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Listen in as Victoria and Eric discuss the following:
- Aduro’s breakthrough approach to plastics recycling
- Moving from lab innovation to commercial plant
- Market shifts: from promises to practicality
- Regulation’s impact on plastics circularity
- Leadership lessons for chemical industry startups
Killer Quote: “You as a leader, are you able to take the blows? Because in the 10 to 15 years to market, the world is going to go through at least 3 radical changes… That ability, that agility is crucial.” – Eric Appelman
Watch Victoria and Eric Discus Aduro and More on Youtube Here:
Bringing Chemical Innovation to Market with Eric Appelman of Aduro Clean Technologies
The push for circularity and sustainable solutions has been high on the agenda for the chemical industry in recent years. As consumer brands and petrochemical players look for ways to close the loop on plastic waste, a new generation of companies is emerging to develop practical technologies that meet rising regulatory and market needs. On this episode of The Chemical Show, Victoria sits down with Eric Appelman, Chief Revenue Officer at Aduro Clean Technologies, to discuss Aduro’s journey, their innovative approach to chemical recycling, and the realities of scaling breakthrough technologies in today’s challenging landscape.
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Aduro’s Technology and Origin Story
Aduro Clean Technologies is carving out its position as a leader in the chemical recycling of plastics. The company’s platform technology is designed to break down large hydrocarbon molecules—whether from bitumen or polymers—into smaller, more manageable pieces. Originally focused on processing heavy oils from Alberta’s tar sands, Aduro shifted its focus around 2020 to address the urgent challenge of recycling legacy plastics.
This pivot reflects both the adaptability of the Aduro team and the broader trends in the industry. As Appelman describes, the technology offers distinct process advantages, achieving higher yields and enabling more consistent output quality by using milder conditions and standard chemical industry equipment. This approach reduces cost and complexity, making scale-up more predictable and lowering risk for all stakeholders.
The Path to Commercial Scale: IPOs and Investment
When it comes to commercializing breakthrough technology, access to capital is essential. Aduro’s IPO on the NASDAQ marked an important milestone, giving the company the runway to invest in technical scaling and plant construction. Appelman points out that while this brings a new dynamic of engagement and transparency with investors, it also introduces discipline and a focus on clear communication, which is vital for long-term growth.
Technical Scaling and De-Risking the Process
Establishing a functioning pilot plant is a key milestone for any startup in the chemical industry. Aduro has now advanced from lab-scale validation to operating a continuous-feed pilot plant in Ontario, which has allowed them to test a variety of feedstocks and refine their output. This hands-on learning sets the foundation for their upcoming 10,000-ton commercial demonstration plant, planned for the Netherlands.
By using established process equipment and standard scale-up methods, Aduro minimizes technical risk, something Appelman emphasizes as crucial for attracting both customers and partners. As the company moves forward, the pilot plant’s successful operation gives confidence that scale-up to commercial volumes can be achieved without unanticipated surprises.
The Market: Demand, Regulation, and Industry Trends
Despite a current slowdown in new investment among consumer brands and petrochemicals, Aduro is doubling down on their scale-up plans. The demand for sustainable, circular solutions hasn’t gone away, if anything, regulatory momentum in regions like Europe is reinforcing the need for chemical recycling to meet packaging waste targets and export restrictions.
Appelman points to an ongoing shift as industry ambitions transition from “big S” sustainability buzzwords to the harder work of building long-term, viable businesses. With abundant waste streams, accumulating EPR schemes, and the limitations of mechanical recycling, the pull for durable and scalable chemical recycling solutions is here to stay.
Aduro’s Go-to-Market Approach
Aduro is strategically targeting markets with mature waste collection infrastructure, a sufficient base of liquid crackers for their recycled products, and strong regulatory drivers. Europe stands out for these reasons and serves as the launchpad for their demonstration plant. North America and parts of Asia are following similar trajectories.
In the early years, Aduro will both own and operate their own facilities, while also positioning the technology for future licensing. Partnerships with EPC and technology licensing leaders are part of the plan, which will help accelerate adoption and de-risk entry for larger industrial players.
Lessons in Leadership and Scale-Up
Building a sustainable technology business is not for the faint-hearted. Appelman’s advice to founders is focused on self-honesty, customer validation, and resilience—being ready to adjust as market realities shift across the ten- to fifteen-year journey to commercialization. Staying agile and building strong teams is as important as the technology itself.
Looking Forward
Aduro’s story is a reminder that real progress depends as much on execution and adaptability as it does on invention. As the market for circular plastics matures, companies that can scale reliably and meet evolving customer and regulatory demands will shape the industry’s future. For Aduro and for the chemical sector, sustainable innovation is a long game and the groundwork being laid today matters more than ever.
About Eric Appelman:
Eric Appelman, Aduro Clean Technologies
Eric, 62, is a Dutch national, was trained as a chemical engineer, and brings 35 years of experience in the chemical industry in a variety of disciplines and companies. He started with Unilever working on edible oils, switched to Unilever’s renewable chemicals business (later ICI), was technical director at Sigma Coatings (now part of PPG) for its Marine & Protective coatings business, became Executive Vice President at Swedish company Perstorp, accountable for innovation, market development and corporate strategy. After that he had non-executive roles at 2 Swedish startup companies and spent 6 years as CTO and Marketing & Sales Director at Brightlands, an innovation campus in the Netherlands for the chemical industry of the future. Eric met Aduro at Brightlands, recognized a unique technology and decided to join Aduro as Chief Revenue Officer in September 2023