How reverse vending could benefit a brand

Many brands are already flagging up recycled content, with UK Plastics Pact signatories aiming for an average of 30% post-consumer recyclate by 2025.

Meanwhile, reverse vending could be a second piece in a drinks brand’s circular jigsaw. Some speculate that a national deposit return scheme may never happen, despite stated government intentions, but whether this materialises or not, brands can steal a march on competitors in this area.

Huge benefit ​

Metal, too, has a great story to tell regarding its recyclability and recycled content, benefiting hugely from being collected in a dedicated stream. Brands that use plastics and aluminium could use reverse vending for both.

Retailers are already trialling the technology in-store, and may want to keep the branding to themselves, as in the case of the Morrisons and Iceland trials. Quite how redemption rates inside the four walls of a supermarket will shape up is a matter of debate.

As the co-operation between Coca-Cola and Merlin suggests, the biggest wins may be in on-the-go consumption settings, whether in high streets, shopping centres or entertainment venues.

Kerbside collection​

Much has been said about the impact reverse vending could have on the viability of kerbside collection. But could forward-thinking brands not partner with cash-strapped local authorities to trial strategically-located reverse vending?

In terms of collection-volume numbers, the reputation of the brand and the local authority would be boosted and the move would also provide useful data nationally.

Paul Gander is a freelance editor and journalist.​