“Many people don’t realise how harmful traditional plastic foams are. Our job is to show them that there are sustainable alternatives that perform just as well without the environmental cost.”

Plastic waste remains one of the most pressing environmental challenges of our time. Every year, millions of tons of plastic enter the oceans, harming marine ecosystems and contaminating food chains. Among the most problematic forms of plastic waste is Styrofoam, or expanded polystyrene, which is widely used in packaging yet largely unrecyclable. Enter Mohamed Elamir, co-founder of Woamy, a green-tech startup dedicated to developing circular packaging innovations that replace plastic foam with a biodegradable, cellulose-based alternative.

In this interview, Mohamed shares his journey from chemical engineering student and ocean activist to impact entrepreneur. We discuss the challenges of launching a sustainable materials startup, the science behind Woamy’s revolutionary biofoam, and the power of collaboration in accelerating environmental change.

A Journey from Ocean Activism to Circular Innovation

Mohamed’s passion for sustainability was sparked early in life while growing up in Suez, Egypt. Living close to the port, he frequently participated in beach cleanups, witnessing first-hand the persistent problem of plastic pollution. “We would collect all sorts of waste, but Styrofoam was always the most problematic. It breaks apart into tiny pieces, and marine animals mistake it for food,” he recalls.

This experience led him to explore sustainable materials science. He pursued a master's degree in Advanced Materials for Innovation and Sustainability, studying at both Grenoble INP in France and Aalto University in Finland. It was at Aalto that he joined the Foamwood Project, a multidisciplinary team developing an eco-friendly alternative to plastic foam. “We saw an opportunity to spin out this research into a company that could make a real impact,” he explains. And so, Woamy was born.

Woamy Biofoam: A Game-Changer in Sustainable Packaging

Woamy's flagship product, Biofoam, is a biodegradable, cellulose-based material designed to replace Styrofoam and other plastic foams in packaging. “When you open a new TV or electronics box, you’ll see that white protective foam. Ours does the same job, but it's made entirely from cellulose,” Mohamed says.

Unlike traditional plastic foams, which have an extremely low recycling rate and are notorious for polluting marine environments, Woamy’s Biofoam is fully biodegradable and can be recycled like cardboard. “It can be made from forestry by-products, agricultural waste, or even recycled paper fibers,” he adds. “And because it contains no microplastics, it’s completely safe—you could even eat it.”

The applications for this innovation extend beyond packaging. With further development, Woamy Biofoam could be used for building insulation, cushioning materials, and even shoe soles. “Right now, our focus is on replacing single-use plastic foam packaging, but we see enormous potential for expansion,” Mohamed notes.

The Challenges of Scaling a Deep-Tech Startup

Launching an impact-driven materials startup comes with unique hurdles. From securing funding to refining product development, Mohamed and his team have had to navigate the complexities of bringing a new technology to market. “Scaling a hardware startup is challenging because it involves both material science and manufacturing,” he explains. “We need to ensure that we can produce Biofoam at scale while keeping costs competitive.”

Another major challenge has been educating consumers and businesses on the benefits of biodegradable foams. “Many people don’t realise how harmful traditional plastic foams are,” Mohamed says. “Our job is to show them that there are sustainable alternatives that perform just as well without the environmental cost.”

To overcome these challenges, Woamy has forged partnerships with industry experts, participated in accelerator programmes, and leveraged remote volunteer support through We Make Change. “Having access to skilled volunteers and expert advisors has been invaluable in refining our strategy and scaling our operations,” he shares.

Harnessing Collaboration for Change

For Mohamed, collaboration is key to driving sustainable innovation. Through We Make Change’s Change Days—virtual volunteering events, where professionals provide strategic consulting to impact startups—Woamy has received expert guidance on market expansion, sales strategy, and operational scaling. “We joined four Change Days, and each one helped us tackle a different challenge,” he says. “From refining our sales strategy to understanding how to scale production, these sessions gave us critical insights.”

Beyond corporate partnerships, Mohamed believes in the power of grassroots engagement. “If we bring people from different backgrounds together with a shared goal, we can solve major challenges,” he emphasises. “Change is possible when we work collectively.”

A Call to Action: Eliminating Plastic Waste

Mohamed’s vision for Woamy is clear: to eliminate plastic foam waste and accelerate the transition to a circular economy. “We need to rethink the materials we use and design them for sustainability from the start,” he says.

He encourages individuals and businesses to support sustainable solutions by spreading awareness and considering eco-friendly alternatives. “Follow our progress, share our mission, and if you know businesses looking for plastic-free packaging, point them our way,” he urges. “Every small action contributes to a bigger impact.”

As Woamy continues its journey, Mohamed remains optimistic. “If we bring everyone to the same table and we have the goal to fix this problem and make a change here, the change will happen for sure,” he concludes. “And together, we can make it happen.”

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This is part of our ChangeLeaders interview series with impact leaders sharing their journeys, learnings, and lessons. If you are a ChangeLeader we should interview, please email us at info@wemakechange.org.

Interview & Article: Laura De Alba