Transforming a Yorkshire Market Town into a National Leader in Circular Society Innovation
This case study is based on a conversation between Ian Harvey, Head of the Institute of Place Management at Manchester Metropolitan University, and Sue Jefferson, founder of Circular Malton & Norton CIC and a winner of the Visa Let’s Celebrate Towns Award. The interview is part of research being undertaken at Manchester Metropolitan University into Place-Based Circular Society Innovation - an emerging field that reframes circularity not just as waste reduction, but as a model for strengthening communities, reimagining local economies, and improving wellbeing. Circular Malton & Norton CIC stands out as a leading example of how this thinking can be brought to life on the ground.
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How does a small rural town become a national exemplar in circular economy innovation? For Circular Malton & Norton CIC, the answer lies in bold ambition, local partnerships, and deeply human values.
When Sue Jefferson first heard about the circular economy just a few years ago, she had no idea it would lead to creating what is now recognised as the UK’s first circular economy market town. Today, Circular Malton & Norton CIC is not only reducing waste and cutting carbon - it's revitalising the high street, building confidence in local residents, and reshaping national policy discussions.
The journey began with a bold question: what if Malton could turn its commercial food waste into clean energy? That vision led to the planning and development of a community-scale anaerobic digester - one that gained planning permission without a single public objection, a first in the UK’s AD sector. But that’s just one part of the story.
At the heart of Malton’s transformation is a clear belief that sustainability must be accessible, inclusive, and meaningful to everyone - especially those who’ve never joined an environmental campaign or stepped into a repair café. “Our mission,” says Sue, “is to inspire the hesitant majority. We make it fun to make a difference.”
Circular Malton & Norton’s high street Circular Hub now acts as the focal point for this work. Once tucked away in a side unit, the team recently signed a five-year commercial lease to bring their operations into full public view. From the shop window, passers-by can see volunteers upcycling discarded materials into handcrafted items - from furniture to adoptable rescued teddy bears, animal collectables, and wooden pens made from reclaimed skirting boards - all sold to help fund the CIC’s work. Each piece is unique, and every sale comes with a story.
In just 200 days, over 1,100 items were saved from landfill. More importantly, visitors don’t just leave with a purchase - they leave with purpose. “We started putting out jars so people could tell us how their visit made them feel,” says Sue. “We were blown away. Seventy percent said they felt inspired to take action.”
The impact goes beyond environmental gains. The project has attracted volunteers from all walks of life - people facing social isolation, mental health challenges, or simply wanting to have a greater sense of belonging and community. Several have gone on to employment thanks to the skills and confidence they developed through the CIC. “We’ve become a tribe,” Sue reflects. “People come here and feel seen, respected, and valued. It’s so much more than recycling.”
That inclusive ethos underpins everything the CIC does - from its approach to pricing (volunteers receive 50% of the sale price of their upcycled items) to its open-door policy for local groups. The Circular Hub now hosts everything from fashion shows and Library of Things pop-ups to energy-saving advice clinics, all coordinated in collaboration with other local partners.
The model has caught national attention. Circular Malton & Norton is now a DEFRA Pathfinder, sits within North Yorkshire’s climate strategy as an exemplar project, and is helping other towns explore their own versions of circular society innovation. The CIC’s founder has spoken at the World Biogas Summit and continues to advise local authorities on how to make circularity relevant and engaging.
But Sue is clear: the work isn’t done. Plans are already underway for a business innovation hub focused on sustainability and a new low-carbon business park - powered by the town’s anaerobic digester - that could become the UK’s first off-grid renewable energy estate for SMEs. “We want the businesses of the future to come here - because they know the community is ready, the mindset is right, and the energy is clean.”
Reflecting on the £20,000 Visa Let’s Celebrate Towns award earlier this year, Sue says it was more than just funding. “It gave us validation. Confidence. The community is so proud - we show every visitor the trophy! It’s helped us say: this matters, and it’s working.”
So, what’s her advice to other towns thinking of getting started? “Be bold. Set a clear vision. Don’t wait for the perfect plan - just start. Find a visible place. Work with what you’ve got. And invite people in.”
At a time when many high streets are struggling, and when the climate crisis can feel overwhelming, Circular Malton & Norton offers something different - a grounded, joyful, and powerful reminder that climate action can start with community, creativity, and one donated item at a time.
About the author
Formed in 2006, the Institute of Place Management is the international professional body that supports people committed to developing, managing and making places better.