Ecological Cleaning Initiative Prevents 1 Million Plastic Waste Items

September 11, 2026 · Anadolu Ajansı

Going Zeero, founded by chemical engineer entrepreneur Erten, has prevented the creation of over 1 million plastic waste items in more than 4 years with its plant-based and concentrated formulas.

Innovative Initiative for a Plastic-Free Life

Erten, a graduate of Boğaziçi University's Chemical Engineering Department, left his corporate career in the pharmaceutical industry approximately 5 years ago to launch a significant initiative in ecological cleaning. With the Going Zeero brand, the entrepreneur, who prefers plant-based components in his products, aims to minimize packaging waste. In statements to an AA reporter, Going Zeero Founder Erten explained the project's main goals with the following words:

'We produce Turkey's first and only plastic-free household cleaning products. My aim when starting this was actually to produce products made with components that are not harmful to human health, and at the same time, products whose packaging does not pollute the environment and leave behind permanent waste.'

Concentrated Formulas and Incentive Model

Instead of traditional 1-liter or 500-milliliter plastic packaging for liquid cleaning products, the initiative has developed concentrated formulas, offering its products in small glass containers and paper bags. Erten stated that they have established a special system to ensure consumer participation in the circular economy, explaining that customers who collect and return 20 glass containers to a recycling bin receive discount coupons. Furthermore, plastic fillers and packaging materials have been completely abandoned in shipping and logistics processes, with only recyclable cardboard boxes being used.

Plastic Waste Prevented in Four Years

Erten noted that despite the challenges posed by the established standards in the manufacturing sector being built around plastic, they have not compromised on sustainability, drawing attention to the tangible gains achieved. Going Zeero Founder Erten, who set out with the goal of not leaving a permanent trace in nature, shared the environmental benefits provided with the following statements:

'We set out with the idea of not leaving a trace in nature, of not polluting the environment with our packaging or our contents. I am very happy about this because it has been over 4 years, and during this time, we have prevented the creation of over 1 million plastic waste items.'

Plant-Based Ingredients Protecting Water Resources

Reminding that household cleaning chemicals reach freshwater and marine ecosystems through sewage systems, Erten emphasized that they have developed oxygen-based alternatives to traditional bleaches that require minimal rinsing. Stating that chemical pollution must be prevented, Going Zeero Founder Erten made the following assessment regarding consumer awareness:

'Firstly, cleaning can be done with natural products without harming ourselves and without using harsh chemicals. Secondly, we must be aware that every product we use has an impact on nature. Its contents mix with water. For example, we cleaned our house with a cleaning product, but as that water flows away and mixes with the seas, does it pollute the environment there? I think we have started to realize this.'

Holistic Consumption and Resource Awareness

Erten stated that using more detergent does not increase cleanliness and can increase the negative impact on nature by 2 to 3 times, emphasizing that consumers need to adopt a holistic perspective. He conveyed that all stages of consumption processes should be questioned, and Going Zeero Founder Erten expressed his thoughts on the subject as follows:

'I think they need to look with a holistic perspective, considering not only the content of the products but also their packaging, and how they will affect nature after use and disposal.'

Addressing the global waste problem, Going Zeero Founder Erten explained his goals with the following words:

'There is a long way to go. Because as humanity, we generate 300 million tons of plastic waste every year, and a large portion of it continues to remain permanently on Earth. The more we reduce this, the better. In fact, this was the origin story of our brand's name. We are doing our best to reach zero waste.'

The entrepreneur concluded his remarks with the following warning:

'We need to know that something we throw away as packaging waste in one second has gone through such a long production process, has been obtained using the world's resources, and involves labor and craftsmanship.'

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