The Austrian RecycleMich initiative supports the EU target of a 90 per cent collection rate for disposable drinks packaging by 2029. Beverage producers have now presented an app that rewards correct recycling with attractive prizes.
The Austrian beverage industry supports the European Union's goal of achieving the following by 2029 90 per cent of plastic drinks bottles to collect properly. With the RecycleMe initiativewhich were published in the autumn of the Environmental management and collection experts Reclay and Coca-Cola Austria the leading Austrian beverage producers are now actively offering a joint solution to achieve the set collection targets. At the centre is a Digital incentive system via app.
"We are at the beginning of an exciting digital development that we want to help shape in Austria. An app solution is a first step towards increasing the return rate, which will be continuously developed further. With this innovation, we are strengthening the proven, learned collection and return behaviour." Katharina Koßdorff, Managing Director of the Association of Austrian Beverage Producers
The from Reclay Within a very short time, the app found many supporters within the beverage industry, who are now partners of the joint initiative at the official launch. In addition to Coca-Cola Austria, over 35 of the most popular beverage brands are represented, including Almdudler, Eckes-Granini, Innocent, Rauch, Red Bull, Vöslauer and Waldquelle. By joining forces in the RecycleMich initiative, these companies are once again demonstrating their Commitment to closed material cycles and functioning recycling.
RecycleMich wants to strengthen proven collection system
Together with the other stakeholders, the initiative aims to further develop the existing collection and recycling infrastructure so that the EU collection targets can be realised ecologically, economically and innovatively. The introduction of the RecycleMich app is intended to increase the efficiency of the collection structure and at the same time reinforce consumers' learned separation behaviour. It also rewards correct recycling through the Automatic participation in competitionswhere attractive prizes are raffled off on a weekly and monthly basis.
The way the RecycleMich app works is very simple: it makes it easier to find the nearest bin in Vienna by displaying route guidance. The user photographs the yellow bin, scans the barcode on the PET bottle or beverage can and then disposes of it properly. Consumers not only help to collect packaging correctly, they can also reward themselves. Points and therefore a chance to win are credited to their personal account with every registered packaging - those who dispose of more bottles or cans correctly increase their chances of winning prizes.
You can win weekly vouchers for delivery services such as Alfies or catering vouchers from getsby, Burger King, Domino's Pizza and others, as well as monthly main prizes such as hotel vouchers provided by the Austrian Hotel Association (ÖHV) as an additional partner. With the competition prizes, the partners of the RecycleMich initiative continue to actively support the catering, delivery and hotel industries.
A recently published study by the Observer confirms the high acceptance of reward systems as an incentive to recycle correctly. 63 per cent of Viennese state that they are more willing to collect packaging correctly.
Pilot project in Vienna
The RecycleMich app will initially be launched and evaluated in Vienna. With the pilot project, the partners of the initiative want to demonstrate the possibilities for a refunded return of beverage packaging that is consumer-friendly, cost-efficient and effective. At the same time, the aim is to help make Austria Innovation leader in the field of digital solutions position. A digital remuneration system based on the app solution can also be realised with the use of currently available technologies. This also includes the unmistakable labelling of each beverage packaging (serialisation).
"The beverage industry has always demonstrated its commitment to sustainability and the circular economy through solution-orientated and innovative projects. It's about working together to develop solutions that are also widely accepted by consumers," says Katharina Koßdorff. She also emphasises that all packaging offers economic and ecological benefits, but that these only come to fruition if it is recycled correctly and the cycle is therefore closed.
Source: RecycleMe
