
MAD ideas
MAD ideas is a space where science meets vision. Here you’ll find our infopacks that break down complex topics in clear, practical ways, alongside creative explorations like our MADling mascottes and other thought experiments that push the boundaries of how we see kelp, the oceans, and our future.

A founders playbook
(with a circular twist)
The Founder’s Playbook offers a clear roadmap for entrepreneurs, integrating tools like the Business Model Canvas, design thinking, and Investment Readiness Levels. It focuses on testing assumptions, validating markets, and refining prototypes while embedding regenerative and circular principles. By combining strategy with execution, it helps founders turn vision into scalable, resilient, and future-ready ventures.

State of the art analysis rewilding Norh Sea (2025)
This analysis of North Sea rewilding maps key pilots and techniques. From oyster and mussel reefs to kelp forests and artificial reefs. It reviews biodiversity gains, legal frameworks, and funding gaps, showing how rewilding can align with offshore wind, spatial planning, and Building with Nature to restore ecosystems and boost resilience.

Rewilding with kelp
(a North Sea potential)
This report examines how artificial kelp forests can restore lost spawning and nursery grounds in the North Sea. By rebuilding habitat complexity, they provide shelter for key fish species and enhance biodiversity. The study shows that kelp restoration strengthens fish stocks, supports recovery, and adds value through fisheries, carbon capture, and ecosystem services—positioning it as a powerful nature-based solution for marine regeneration.

Precision Kelp Farming
Precision Kelp Farming merges advanced hatchery methods, direct seeding, and MultiAnnual Delayed (MAD) gametophytes to modernize seaweed cultivation. It replaces traditional, variable techniques with clean, scalable, data-driven systems that supply reliable seedstock for farming and restoration. This fusion of biology and engineering enables decentralized production, lowers costs, and advances regenerative, bio-based growth.
Kelp insights
Check out some of our MADlings











