Directors – To be announced — we’re building a board that represents the breadth and ambition of the reuse sector.
Chief Executive – Jane Martin, on a mission to making reuse second nature.
With 25 years bridging brand strategy, sustainability, and systems change, she combines commercial instinct with environmental impact. Early in her career, she launched products for Britvic and Budweiser, gaining deep insight into consumer behaviour. She later channelled this into accelerating the UK organic movement at Soil Association, where her campaigns grew the market from 4.9% to 7.1%.
For the past six years, Jane has pioneered reuse systems at City to Sea, running groundbreaking retail and food-to-go trials including Refill Return Cup and Return, Refill, Repeat. Her work spans the full value chain — from corporates like M&S and Unilever to universities, councils, and devolved governments — preventing millions of single-use waste items. Jane sits on DEFRA’s PACKUK Communications & Behaviour Change Board, advising on EPR rollout. In 2026, she’s excited to be launching the UK’s first reusable packaging alliance a much needed unified voice for the sector.
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UK Reuse Alliance 