As a Māori owned company, we believe that our wellbeing and our future depend on the mauri (life force) of te taiao (natural world). Therefore our life’s work is to uplift that mauri by caring for our planet.

We started Critical. because we want to be good tīpuna (ancestors) for future generations so our tamariki (children) can prosper for thousands of years to come.

Climate change and plastics pollution are the defining challenges of our generation. In Aotearoa NZ, we import over 400K tonnes of new plastics, and send into landfill up to 330K tonnes of used plastics every year. Meanwhile 11% of global carbon emissions are from the production of building materials.

At Critical. we are building both the products and the technology platform to transform plastic waste into beautiful, low carbon and endlessly recyclable materials to empower the next generation of buildings that would make our mokopuna proud.