Ahmed Detta – Advanced Sustainable Development – Transforming Plastic Recycling

Ahmed Detta is the founder of Advanced Sustainable Development (ASD) a PET recycling facility with an aim to transform how plastics are recycled, creating a transparent and sustainable circular economy. 


  • Ahmed’s early venture into mobile phone recycling in Dubai
  • Studying sustainability in cambridge CISL 
  • Why choosing to focus on PET
  • The leap of faith moment after the research
  • Getting Emotional Freedom Technique tapping 
  • Mock presentations to get feedback from friends and executive coaches
  • Being ambitious and realistic with investors
  • Importance of getting a project manager and risk analyst
  • Every ton of PET recycled reduces 4 tons of carbon dioxide 

Useful link:

Advanced Sustainable Development

Cambridge Institute of Sustainable Leadership

Time stamp:

[01:35] What is Advanced Sustainable Development

[03:30] Early career in sales and financial success

[05:22] Studying sustainability in Cambridge 

[08:35] Early problem and solution

[11:18] Choosing to focus on a PET plastics 

[13:25] What happens to the plastics 

[16:00] Deciding to quit, overcoming fear with EFT tapping

[19:30] Getting traction and early feedback

[21:30] Speaking to investors and knowing who is my real friend

[23:40] Measuring the impact of ASD

[26:00] Coolest piece of clean tech you’ve used? 

[28:30] Looking back from 2030