At the heart of every successful startup lies an inspiring story, and the journey of Clean Something for Nothing is no different. Founded by César and his co-founder Lester, this movement was born out of a simple desire to clean up their surroundings during camping trips, which ultimately snowballed into an international community-driven movement. In today's spotlight, César takes us through the evolution of their idea, from humble beginnings to a global initiative, while providing invaluable insights for fellow founders.
From Passion Project to Global Impact
César, originally from Spain but now living in Luxembourg, began Clean Something for Nothing in 2018 as a hobby. He and his wife, both avid travellers and nature lovers, made it a habit to pick up trash during their trips. What started as a small initiative grew organically, gaining momentum on social media. A hashtag they coined, “#CleanSomethingForNothing,” quickly went viral, with over 16,000 posts from people around the world joining in the movement.
Reflecting on the early days, César shares, “It started as a hobby... but then a community was growing, and during the pandemic, we realised this was the perfect moment to really start working on it.” They did their research, analysing existing environmental cleanup apps and gathering user feedback. This led to the realisation that many apps were data-heavy and difficult for users to navigate. For César and Lester, the user experience was paramount, and they set out to build an app that prioritised ease of use without sacrificing the essential data collection.
Community-Driven Design & Iteration
Their commitment to their community set Clean Something for Nothing apart. They didn’t just rely on their assumptions about what people wanted—they directly involved their users in the app’s design process. “We asked our community... What would your best app look like? With this feedback, we created a user-oriented app,” César explains.
By focusing on user experience over complex data collection, the app quickly gained traction. Since its launch in 2022, the community has grown significantly, with over 5,000 cleanups recorded across 71 countries and 740,000 kilos of trash collected.
For César, the true reward is seeing the impact of their work. He highlights that this is more than just an app—it’s a way to make a real difference with something as simple as picking up trash after a picnic or while walking the dog. This movement proves that small, everyday actions, when multiplied by many, can lead to substantial environmental change.
A Business Model with a Purpose
One of the biggest challenges for any founder is finding a way to sustain a mission-driven venture, and Clean Something for Nothing is no exception. For the first few years, it was a side project, in February 2022, César and Lester created the CSFN app and the official social impact company (not-for-profit) was not created until December 2023. César credits his co-founder Lester for the build of the app and says without him none of this would have been possible.
The business model revolves around offering services to companies, municipalities, and schools. They organise corporate cleanup events, which serve as both team-building activities and a way to raise awareness about environmental sustainability. Additionally, they’ve developed an “app as a service” model, allowing companies to run internal cleanup challenges where employees can track their efforts and compete across teams or regions.
But perhaps the most innovative aspect of their business model is the Pick and Plant program. For every kilo of trash collected by users, a tree is planted. This initiative was tested successfully in Germany, where one company’s employees cleaned up 150 kilos of trash, resulting in 150 trees being planted. César emphasises the importance of this program in motivating users, noting that over 85% of their community expressed willingness to clean more if it meant trees would be planted as a result.
This impact is magnified by their partnership with an agroforestry organisation that plants fruit trees in the global south, helping restore local ecosystems and providing food and economic opportunities for local communities. The social and environmental impact of this program is profound, with at least 35% of the caretakers of these trees being women, helping to address gender inequality in some of the most vulnerable regions.
Lessons for Fellow Founders
César’s journey as a founder has been filled with challenges, but his unwavering belief in the mission has kept him going. “As a founder, if you don’t believe in your project, nobody will,” he says, underscoring the importance of passion and perseverance.
His advice to other founders is simple but powerful: stay healthy, surround yourself with other founders, and don’t burn out. The entrepreneurial journey is long, often unpredictable, and requires resilience. It’s important not to get too high on the good days or too low on the tough ones. He also emphasises the value of networking with other founders, noting how sharing experiences can provide emotional support and valuable insights.
For César, the most rewarding moments have been meeting the people behind the movement—volunteers who share the same passion for making the world a cleaner place. “Meeting the people in the community in person has been amazing. You don’t know each other, but you know each other,” he says, reflecting on the bonds formed through this shared mission.
Looking Ahead: The Vision for the Future
When asked where he sees Clean Something for Nothing in the next five years, César remains optimistic and ambitious. He believes the littering problem can be solved and hopes to see sustainability and impact become central to businesses across industries. He envisions companies taking responsibility not just for reducing their carbon footprint but also for increasing their “handprint”—making a positive environmental impact through initiatives like tree planting and trash cleanup.
Ultimately, César sees Clean Something for Nothing as a neighbour of change, driving a global shift toward environmental responsibility. With more companies joining the movement and more trees being planted, he believes a cleaner, greener future is within reach.
For founders, environmental advocates, and community builders, the story of Clean Something for Nothing serves as a powerful reminder that big change often starts with small, simple actions—and the unwavering belief in a better future.
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