Reground is a social enterprise founded in Melbourne in 2014 by Ninna K. Larsen, a former barista who wanted to stop the huge amounts of coffee ground waste going to landfill.

Their mission: to turn waste into a resource, especially focusing on used coffee grounds (and chaff) from cafés, roasteries and offices, and diverting it from landfill into local reuse.

To date, Reground has diverted over 2 million kilos of coffee grounds from landfill in Melbourne/Vic. Since their start, our Melbourne showroom is so proud to have worked with and witnessed the growth and success of the program.

With a true alignment on sustainability and values, Sydney’s Single O is partnering with Reground to take the good work to NSW and launch the state’s first coffee waste diversion program.


Through the brands’ collaborative ‘Giving a Puck’ campaign, cafés and restaurants can make coffee waste collection a meaningful part of their specialty coffee operations, helping to close the loop on transparency and sustainability.

“Coffee waste isn’t just a by-product – it’s a valuable resource. Responsible disposal is an essential, yet often overlooked, part of the craft of making great coffee,” says Mike Brabant, CEO, Single O. “Giving a Puck flips that script – making what happens after the shot central to good coffee, and leading the industry charge to upcycle grounds, close the loop, and create real impact.”

Pictured: Ninna Larsen, Founder & Director, Reground and Mike Brabant, CEO, Single O

We’re proud to have supported the amazing work of Reground for years out of our Melbourne showroom, and are excited to continue backing their mission as they expand their impact alongside the team at Single O, strengthening Australia’s leadership and commitment to sustainability from New South Wales and beyond. 

Launching with some of Sydney’s leading cafés as part of the first wave, the program will scale up and open to all cafés and restaurants across Sydney from April 2026. 

Click here find out more about Reground, and to register your business.

For more information, or to arrange an interview with Mike Brabant, CEO, Single O or Ninna Larsen, Founder & Director, Reground, please contact The Cru Agency: 
Hannah Fedeli, 0437 166 571 hannah.f@thecru.agency 
Louise Priddle, 0458 751 023 louise@thecru.agency