Limetrack appoints Houston

Food waste technology firm Limetrack appoints Houston as PR adviser to support next phase of growth

Limetrack, the London-based food waste technology company that helps businesses cut costs, reduce carbon and meet regulatory requirements through its patented Internet-of-Things (IoT) enabled ‘SMART Bin’, has appointed strategic communications consultancy Houston as its public relations adviser.

Led by Houston’s Director of Capital Markets and Corporate, Charlie Barker, the team’s mandate is focused on supporting Limetrack’s fundraising activity and increasing awareness of the company’s SMART Bins to drive sales and enquiries.
Last week, Limetrack announced it had secured £1.3 million in new funding to scale production and expand deployment across the UK, enabling the business to fulfil existing orders and pre-orders, with a pipeline of over 5,700 units for 2026, ahead of a planned roll-out in Europe from 2027.

Co-founded in 2021 by serial entrepreneur Andy King and software engineer Cord Schneider, Limetrack is addressing a UK food waste market worth £160 million and a European market estimated at £1 billion. Its patented food waste bins automatically weigh and report waste and associated carbon emissions, helping businesses reduce waste, lower costs and comply with strict new Simpler Recycling laws, which came into force for larger UK businesses in March 2025 and will extend to smaller firms by 2027.

Limetrack’s customers already include multiple NHS Trusts, independent schools, office blocks, restaurants, hotels and care homes, as well as all the major UK waste management firms. Multinational corporations including Sky and global hospitality company Convene are introducing Limetrack’s SMART Bins across multiple sites, with trials in discussion with a large number of other major UK businesses, including Heathrow and a national fast-food chain.

Andy King, Co‑founder and CEO of Limetrack, said:

“We are entering a pivotal phase for Limetrack as demand accelerates from organisations under pressure to cut costs, measure food waste and demonstrate compliance with new Simpler Recycling regulations. We wanted a communications partner that understands the sustainability agenda, capital-raising environment and the operational realities of our customers across sectors including hospitality, healthcare, and waste management. Houston brings that blend of sector expertise, strategic insight and hands‑on media experience.

Their support is already helping us tell our story more widely and we’ve been delighted with the results the team has generated around our recent fundraising.”

Kate Hoare, CEO at Houston, commented:

“Limetrack is a great example of entrepreneurship and innovation that addresses one of the huge environmental issues of our time. With 10.7 million tonnes of food wasted each year in the UK and Simpler Recycling legislation projected to affect 2.2 million UK sites in 2025, rising to 6.2 million by 2027, we are delighted to be helping Limetrack raise its profile across multiple stakeholder audiences, support increased numbers of UK businesses and achieve its commercial objectives.”