When sustainability meets technological innovation, powerful ideas emerge, capable of transforming entire industries. Blue Circular Innovation is one such initiative: a project that integrates blockchain and the circular economy to deliver digital solutions that promote traceability, transparency, and efficiency. With a clear vision and a strong commitment to change, the company aims to reimagine how we manage resources, waste, and products—bringing the future of sustainability closer to present-day needs.
This article is based on an interview with Denisa Gibovic, CEO of Blue Room Innovation, who shared her team’s vision, projects, and key learnings.
The origin of Blue Circular Innovation
As Denisa Gibovic explains, Blue Circular Innovation emerged as an extension of the experience gained by its parent company, Blue Room Innovation, known for its work in sustainable technological development. “Our focus is on creating innovative technological solutions that promote the circular economy, resource traceability, and transparency in production processes,” she says.
The need to integrate technology into resource management stemmed from a clear realization: “If we truly wanted to move toward a circular economy, it was essential to have technological support that would facilitate communication between the different actors in the supply chain.”
The choice of blockchain was therefore almost inevitable. Thanks to its ability to record information in an immutable and shared manner, this technology became the foundation for developing tools like the Digital Product Passport, which is already gaining relevance in European regulations.
Projects that make a difference: CircularPort and CircularTrust
One of Blue Circular Innovation’s key strengths lies in its ability to turn ideas into real, impactful projects. Two standout examples are CircularPort and CircularTrust, both designed to support the shift toward a digital circular economy.
CircularPort focuses on the port sector. It’s a platform that connects ships, port authorities, and waste managers, enabling efficient management and traceability of waste generated in ports. “Everything is supported by blockchain technology, which ensures transparency and reliability of the information,” Denisa explains, also highlighting the use of digital waste passports to document traceability.
CircularTrust, meanwhile, is an infrastructure that enables the sharing of critical information along the product and materials value chain. Its function is to support tools such as the Digital Product Passport, ensuring data integrity and traceability. In both projects, collaboration with partner organizations (tech centers, public administrations, startups, etc.) is essential.
Why blockchain?
According to Denisa, blockchain was chosen due to the unique advantages it offers over other traceability systems. One of its main strengths is record immutability, which prevents tampering and builds trust in the data, an essential aspect of processes such as recycling and waste management.
Another key benefit is the “total transparency and shared access among all participants in the value chain,” which improves coordination and reduces errors. Additionally, smart contracts automate tasks such as validations and certifications, helping organizations comply with regulations like the Digital Product Passport.
Current barriers to scaling traceability technology
While the potential is significant, scaling these solutions is not without its challenges. One of the main obstacles is limited technological adoption, especially among SMEs that lack the necessary resources. As Denisa points out, there is also a “widespread lack of understanding about how blockchain works and what its real benefits are,” which leads to distrust.
Reluctance to share information due to competitive concerns is another barrier, as is the need for clearer and more supportive regulatory frameworks. In this context, education, data governance, and institutional support are essential for progress.
REVALORA: Turning waste into value
One of the most inspiring projects is REVALORA, developed in collaboration with Canussa Lab and CM Plastik. This initiative transforms non-recoverable textile and plastic waste into sustainable, design-led products, using a blockchain-based digital traceability system.
With the implementation of a Digital Product Passport, the project makes it possible to trace the path of waste from its origin to its final transformation, generating “verifiable credentials to certify every step of the process.”
This approach helps certify recycled content, verify origin, and reduce reliance on virgin raw materials. “With REVALORA, we’re proving that waste can be turned into value,” Denisa affirms.
Raising citizen awareness for circular transformation
Beyond technology, Blue Circular Innovation is clear that citizen awareness is crucial. “No matter how advanced technological solutions are, if there’s no active involvement from society, the impact remains limited,” says the CEO.
That’s why the company also promotes educational experiences, such as those carried out at Port Aventura, where visitors learn the principles of the circular economy in a playful, engaging way. They also partner with Ecoembes on the RECICLOS app, which rewards citizens for recycling correctly.
Key learnings and looking ahead
One clear takeaway is that transformation requires interdisciplinary, cross-sector collaboration, combining technological innovation with education, infrastructure, and institutional commitment. Denisa also highlights the importance of flexibility and adaptability across different contexts, from ports to theme parks.
Looking ahead, Blue Circular Innovation aims to expand internationally (with a new office in Doha) and strengthen its presence in key sectors like construction, automotive, packaging, textiles, and electronics. Technologically, the company is committed to integrating artificial intelligence and big data to optimize processes and anticipate needs, delivering more efficient and scalable solutions.
