An Australian manufacturer of recycled-plastic souvenirs is expanding its production footprint internationally after securing a supply agreement with SEA LIFE’s global aquarium network, a move that highlights how small-scale community recycling can be integrated into global manufacturing and tourism supply chains.
Torquay-based e3 Products, a family-owned social enterprise founded on Victoria’s Surf Coast, will manufacture and supply 28,000 recycled-plastic souvenir items to SEA LIFE aquariums across Europe, Asia and other regions.
The products, including keyrings and bag tags, are made from recycled milk bottle lids collected through school and community programs in Australia, according to the company.
e3 said each souvenir is manufactured using approximately three to four plastic lids, material that would otherwise be destined for landfill or risk entering marine environments.
The company supplies the finished products to SEA LIFE’s international network of more than 50 aquariums and marine sanctuaries, which collectively receive millions of visitors each year.
Founder of e3 Products, Carlo Lowdon, said the agreement represents a significant step for the company’s manufacturing operations while maintaining its original purpose.
“We started as a small family business on the Great Ocean Road, creating souvenirs for people when they’re at their happiest, on holiday,” Lowdon said. “Now those same memories are travelling even further, all while carrying an environmental story with them.”
Lowdon said the manufacturing process links local material recovery with international distribution. “Someone can buy a recycled keyring at a SEA LIFE aquarium in Europe or Asia and still be connected back to an Australian beach and a child who helped collect those bottle caps,” he said.
According to the company, the souvenirs are produced using recycled polyethylene terephthalate (rPET) and can be recycled again at the end of their usable life. e3 said the approach reflects a circular manufacturing model, combining community-based material collection, regional production and global distribution.
The expansion comes as the global souvenirs and novelty market, valued at more than US$100 billion, faces increasing scrutiny over plastic use and waste generation. SEA LIFE and its charity partner, the SEA LIFE Trust, have previously highlighted the impact of plastic pollution on marine ecosystems.
Naomi Manson, Head of Commercial Sydney Cluster at SEA LIFE, said the partnership aligns with changing consumer expectations within the tourism sector.
“Our visitors want souvenirs that mean something, products that reflect their values and their love for our oceans,” Manson said. “e3’s recycled-plastic range is a fit for that shift, as it links product manufacturing directly to waste reduction and education.”
Manson said the partnership also supports SEA LIFE’s broader sustainability objectives. “We’re bringing an Australian social enterprise into our global retail network and sharing a story about how manufacturing choices can support marine conservation efforts,” she said.
e3 Products said its broader manufacturing range includes everyday items such as mugs, tote bags and bag tags, designed to be functional rather than decorative. The company said it has progressively incorporated certified carbon-neutral products, FSC-certified timber and recycled materials into its manufacturing processes since 2005.
“We have an obligation to encourage people to buy differently,” Lowdon said. “When someone chooses one of our products, they’re choosing something made from recycled materials and designed to be recycled again.”
Lowdon said the company does not claim to solve plastic pollution on its own, but believes scalable manufacturing models can influence wider industry practices. “If even a small share of the global souvenir market moves toward circular and lower-impact production, the cumulative effect across tourism and retail could be significant,” he said.
The company said it will continue manufacturing recycled souvenir products in line with existing sustainability standards as it supplies SEA LIFE’s international aquarium network.
