By Terrena Rathanlall
On the busy streets of Johannesburg, Pretoria and beyond, thousands of men and women push heavy trolleys filled with recyclable materials. For many, these reclaimers are easy to overlook as just another part of city life. But behind those trolleys are stories of survival, determination, and an environmental impact larger than most of us realise.
In fact, informal reclaimers are responsible for collecting between 80-90% of South Africa’s plastic and paper recycling. Without them, our recycling rates would collapse, and landfill sites would overflow far quicker. Their work saves municipalities an estimated R750 million every year in landfill costs. And yet, these same reclaimers often face stigma, unsafe working conditions, and very little recognition for the essential service they provide.
This is where Urban Surfer, a youth-led social enterprise based in Gauteng, comes in. Founded by Sifiso Gumbi who was an informal recycler, the company is proving that the circular economy isn’t just a lofty idea, it’s a living, breathing reality that can change lives when innovation meets impact.
Urban Surfer’s model is simple yet transformative: take what reclaimers are already doing so effectively, and equip them with the dignity, tools, and systems they deserve.
That starts with the basics – branded trolleys, protective clothing, and safety gear. These items not only make the work safer but also give reclaimers a visible identity. “It’s about dignity,” Sifiso explains. “People see you differently when you’re branded and professional. It opens doors to higher-value recyclables and better partnerships.”
But the real magic lies in the innovation. Urban Surfer has introduced GPS-enabled trolleys and a live project dashboard. This technology allows corporate sponsors and municipalities to track how much material is being collected, where it’s going, and even the distance travelled. Transparency builds trust – and trust attracts partners.
The enterprise has also established sorting hubs and micro recycling pods, where reclaimers can process materials and boost their income by up to 50%. These innovations turn what was once informal survival work into a dignified, professional, and sustainable livelihood.
The term “circular economy” often sounds abstract, but Urban Surfer makes it practical. Here’s how it works: citizens and businesses throw away recyclable material, reclaimers, equipped through Urban Surfer, collect and sort this waste, sorted materials are taken to recycling hubs or directly to recyclers, corporates who sponsor the process receive real-time impact reports, proving their contribution to sustainability and job creation.
Everyone benefits: the environment is cleaner, reclaimers earn a fair living, and businesses meet their ESG goals – all at zero cost to the corporates.
This model is already proving itself. With support from companies like Hippo.co.za, Urban Surfer has piloted 50 branded and GPS-tracked trolleys, covering more than 14 000km in Sandton and Ferndale. The project doesn’t just create jobs – it strengthens entire communities while reducing waste that would otherwise end up in landfills.
For Sifiso and his team, visibility has been as important as innovation. “We’ve had a lot of people expressing interest including corporates – some even wanting to provide funds to expand our business,” he says, reflecting on the impact of media coverage.
By sharing their story online and in local media, Urban Surfer has been able to open doors to sponsorships, partnerships, and opportunities that might otherwise have taken years to achieve.
It’s no surprise that Urban Surfer’s work has earned recognition. The enterprise has taken home gold at the Eco-Logic Awards for Eco-Innovation in both 2023 and 2024, was a finalist in the Top Youth Owned Brands Awards, and Sifiso was named Environmentalist of the Year at the South African Youth Awards in 2024.
But for him, the awards are not the end goal. They are a platform to amplify a bigger message: that reclaimers are not just “waste pickers” – they are the unsung heroes of South Africa’s recycling economy, and with the right support, they can be powerful agents of change.
South Africa’s recycling sector is growing fast, with plastic recycling alone reaching 431 800 tons in 2023, up from 368 800 tons the year before. That’s a collection rate of around 52%. Much of this success belongs to the reclaimers. Urban Surfer’s mission is to make sure they don’t just remain the invisible backbone of the system, but the celebrated champions of a circular future.
Urban Surfer is a participant business on the SAB Tholoana Enterprise Programme.
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About the Author
Terrena Rathanlall is the SME Portfolio Manager at Fetola.
