Thursday, June 24, 2021

Coca-Cola, Nestlé, PepsiCo, Majid Al Futtaim and Unilever ink partnership with free recycling app in Abu Dhabi

First launched by Veolia Middle East, with Agthia Group as a partner, RECAPP is the UAE’s first free-of-charge digital door-to-door service collecting recyclables and rewarding the responsible behaviour of its members.

RECAPP has signed a new partnership with Borouge, Coca-Cola, Nestlé, PepsiCo, Majid Al Futtaim and Unilever to support the launch of the application and gain widespread attention and participation from across Abu Dhabi’s communities.

Furthermore, the Ministry of Climate Change and Environment (MOCCAE) endorses the initiative as part of its Sustainable Ramadan campaign. Aiming to showcase their commitment to driving a circular economy in the UAE, participating industry members strive to close the loop for various materials by partnering in an innovative recyclable collection scheme that enables segregation at source and diversion away from landfills.

RECAPP empowers each individual in their recycling process by offering an easy and efficient way to schedule pick-ups for recyclable material, such as plastic bottles and aluminum cans. It also offers a reward programme to incentivise recycling amongst its members. “The more you recycle, the more points you win” is the core principle of RECAPP. Consumers are able to redeem rewards from the online rewards marketplace. Each time a user recycles, points are accumulated based on the weight of the collected recyclables.

His Excellency Eng Saif Al Shara, Assistant Undersecretary for the Sustainable Communities Sector at MOCCAE, says: “The UAE government and private sector work hand in hand to develop a circular economy model to combat the issue of packaging waste pollution. Together, we aspire to build a comprehensive circular economy ecosystem that engages all stakeholders in achieving our common goal. In this context, MOCCAE is proud to support the RECAPP initiative that seeks to cultivate responsible consumption patterns and instil recycling habits among the country’s population. With its easy-to-book door-to-door recycling service, the solution maximizes convenience and helps overcome the main barriers to recycling. We hope to see widespread adoption of RECAPP, and look forward to its expansion across the seven emirates.”

“RECAPP app, launched by Veolia, offers a convenient and rewardful solution to recycle from home, whilst enabling a sustainable lifestyle and circular economy. We’re really proud to receive the support of leading Packaging, F&B and retail companies to encourage the recycling reflex all over Abu Dhabi’s communities” says Jérôme VIRICEL, General Manager of RECAPP – Veolia Middle East

Working hand in hand with Agthia Group in promoting the recycling reflex and encouraging responsible behaviours with a generous reward scheme, RECAPP has already garnered a community of 1,500 users and more than 3 tons of recyclable materials.  With RECAPP, the primary objective is to make recycling easy and accessible for the masses.

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