A London Woman’s startup chases ‘Zero-waste’ on a Retro styled Milk Truck

Many of us are familiar with the sight of a milkman delivering goods directly to doorsteps on a two-wheeler, a practice still common in many parts of the world, particularly in India. This traditional concept has received a refreshing 2.0 update thanks to a 32-year-old woman in London. She has ingeniously expanded this idea on a wide scale, using a retro-styled milk float to sell a variety of household products directly to consumers.

Her innovative truck operates on a crucial ‘zero-waste’ strategy, actively reducing plastic waste to combat climate change, as she emphasizes.

The Top-Up Truck: London’s Mobile Zero-Waste Solution

Londoners, especially those in Hackney, might have spotted two women navigating the streets in an electric milk truck, thoughtfully packed with items like tins, flour, and laundry liquid. These women are Ella Shone, the founder, and Martha, who are often seen zipping around London Fields in their ‘Top-Up Truck’. This initiative is proudly supported by Re:Store, a local refilling shop situated in Hackney Downs.

Interestingly, Ella Shone’s journey with milk floats began back in 2000 when she delivered morning milk to London residents. Twenty years later, this iconic light vehicle, affectionately known as a ‘milk float’, is once again integral to her career. This time, however, it’s not just milk; it’s a diverse range of goods, all part of the 32-year-old’s ambitious mission to rid the city of single-use plastics.

Raising Awareness with a Classic Milk Float

“The fact that I’m driving around in a milk float does a lot for raising awareness in the local area,” shared Shone during her rounds in the borough of Hackney last week, wearing her characteristic black beanie. She added, “So now I’m operating at almost full capacity.”

The COVID-19 pandemic significantly impacted Ella, leading to the furloughing of her sales job last spring. Undeterred, she strategically utilized her personal savings to launch this new business, driven by the clear objective of eliminating single-use plastics often used for product packaging.

The Top-Up Truck functions as a charming mobile zero-waste shop, meticulously stocked with essential kitchen and household items. Its inventory ranges from grains, pulses, and teas to pasta, olive oil, shampoo, and washing liquid, among many others. Customers can conveniently book a visit from the ‘Top-Up Truck’ online, allowing them to refill their empty jars directly at their doorstep. Beyond the eco-friendly service, it also offers a valuable opportunity for interaction in socially distanced urban environments, fostering pleasant conversations and community enjoyment in the open air with neighbors.

This initiative truly embodies a ‘The Refill Store that floats to your door & brings a retro feel’.

Lockdown: A Catalyst for Sustainable Business

After losing her job, Ella dedicated herself to building her business from the ground up during the initial stages of the lockdown. She leveraged platforms like Instagram and WhatsApp, and most importantly, relied on powerful word-of-mouth promotion. Shone reflects, “I’m now being made redundant so thankfully I set up a business during lockdown.”

Ella Shone, serves a customer from her mobile zero waste shop called the ‘Top Up Truck’. Using a repurposed electric milk float, Ella delivers packaging free products such as cooking oil, shampoo and grains to peoples homes, allowing them to fill up their own containers with the produce, in London, Britain, February 19, 2021. REUTERS/Henry Nicholls

She elaborated on her motivation: “In recent years I developed a profound interest in the environment and food waste and how to remove packaging waste from the supply chain. Lockdown was an opportunity to do something.”

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Shone recognized the importance of accessibility for her zero-waste mission. “I thought bringing the store to people would make it a lot easier and broaden the reach,” she stated. She further explained the community benefit: “This way one person who is big on zero waste in the street can book the float and invite neighbors who wouldn’t have thought of doing it to come, have a look and get into it.”

Business Growth and Environmental Impact

While managing the logistics of a mobile business presents its own set of challenges, Shone proudly estimates that her service has prevented at least 12,700 pieces of plastic from entering the waste stream since its launch in August.

The market for unpackaged bulk goods, though starting from a modest base a decade ago, shows significant growth potential. According to a report by Zero Waste Europe, an anti-waste network, this market could reach at least 1.2 billion euros ($1.5 billion) by 2030 across the European Union. You can find the full report here.

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Shone plans to use crowdfunding to retrofit her milk float, allowing her to expand the Top-Up Truck’s product range and serve an even wider array of communities. She is optimistic that her innovative approach will inspire others to actively participate in tackling waste issues.

The Power of Collective Action

“If we want to have real change, it has to be a collective effort,” she profoundly stated.

Watch Topup Truck’s video here!

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