Coca-Cola Middle East, Veolia extends collaboration to avert aluminium and plastic waste from landfills in UAE

Coca-Cola Middle east and French Veolia Group have intertwined in a partnership where they would provide cost-free, door-to-door recycling services in the UAE with a unified intention to begin a waste sorting arrangement through an efficient recyclable collection scheme. RECAPP, the brainchild of Veolia, will take its first step towards plastic and aluminium waste collection.

The companies aim at transforming various packaging waste materials into usable items with the primary intention to stop the endless dumping carried out in landfills. 

In 2021, Coca-Cola also acknowledged the launch of RECAPP as a pilot, a recycling solution offered by Veolia, the universal benchmark company for ecological transformation. The firms are enlisted as Circle Coalition partners working together to close the loop on waste materials.  

RECAPP is predominantly inclined toward business zones for waste collection and Coca-Cola Middle East is the first company that led them through the area. This is the company’s first attempt in collecting waste material from the usual localities rather than an overburdened landfill. 

Coca-Cola has installed recycling bins in its Middle East offices in Dubai to commemorate the beginning of this noble venture and to practice what they preach at their workstations. These installations will build a unique system of aluminium waste or plastic collection for the generations to follow. 

Veolia Group is the global benchmark company for ecological transformation with 220,000 employees on board, the organisation illustrates and supplies game-altering solutions, useful for water, energy and waste management. With the aid of three of its auxiliary business operations, Veolia helps to enhance access to resources, stock available resources and transform them. In the year 2021, the Veolia Group has reportedly supplied 79 million occupants with drinking water and another 61 million with sanitisation. They also generated 48 million megawatt-hours and retrieved 48 million tonnes of waste. 

The General Manager of RECAPP at Veolia Middle East, Jérôme Viricel remarking on the partnership commented: “The RECAPP app, launched by Veolia, offers a convenient and rewarding solution to recycle from home, encouraging the development of sustainable communities in the UAE. RECAPP is now launching a new service for businesses such as office collections for plastic, cans and paper, retail collections to help restaurants and retailers in their recycling journey and create a local circular economy, and a school program to spread awareness to the young generations. We are proud to receive the support of Coca-Cola to encourage the recycling reflex all over Abu Dhabi and Dubai’s communities.”

RECAPP encourages each human to indulge in the recycling process by providing a smooth and effective method to arrange for pick-ups for plastic bottles and aluminium cans. After completely segregating the waste products, an individual could simply download the Go RECAPP application from Google Play Store and schedule a pick-up whenever possible. RECAPP associates would then come up to every concerned individual’s doorstep and carry away the items for recycling without any cost. Every time a successful collection is attained, the user will receive points in their app profile which they can redeem later with RECAPP’s reward partners. 

The Vice President & General Manager of The Coca-Cola Company Middle East, Tolga Cebe, concluded: “This partnership is in line with our ambitious global World Without Waste vision to help collect and recycle the equivalent of every bottle or can we sell by 2030. That’s why a key piece of this vision is to collaborate with partners on meaningful solutions. RECAPP will help make recycling easier and more accessible for communities, whilst promoting a sustainable lifestyle and developing a circular economy.”

This partnership recorded a turning point in the RECAPP journey to rejoice 27,000 downloads of the app and a collection of 280 tonnes of recyclable waste since its inception in November 2020.