Cross-sector consortium triggers packaging recycling trial

Supermarket giant Tesco and Procter and Gamble's air freshener brand Febreze are taking part in a new collaborative project to change recycling behaviours of consumers.

The plastics recycling trial, funded by WRAP and Procter and Gamble, seeks to capture and reprocess Febreze packaging that is not normally recycled in the Gloucestershire and Somerset regions.

From December 2014 to March 2015, residents can participate in the trial to separate and recycle the trigger tops and flip caps from Febreze plastic bottles at more than 30 collection points within large Tesco stores and Recycling Centres across the two counties.

The trial – led by specialist environmental firm LRS Consultancy in partnership with TerraCycle, Somerset Waste Partnership and Gloucestershire Joint Waste Team – is part of WRAP’s cross-sector Courtauld Commitment 3, which aims to further reduce the weight and carbon impact of household food waste, grocery product and packaging waste, both in the home and the UK grocery sector. 

LRS Consultancy managing director Dee Moloney said: “We know non-drinks plastic bottles like Febreze and Fairy are often ‘forgotten’ when recycling at home. By collaborating with large corporates and brands, we are looking to see if this will help influence consumer recycling behaviour.

“We want to find out whether brands can help persuade residents to recycle these types of plastic bottles and also become more committed to recycling, making additional effort to recycle different types of plastics at locations away from the home.”

Raising awareness

Trigger tops on plastic bottles that allow the products to be sprayed are made from different types of plastic to that of the bottles, and often contain a metal spring and ball bearing – meaning they should be separated for recycling.

Store Community Champions at 11 of Tesco’s recycling sites will be on hand to talk to customers and provide more information about how to participate in the trial. The supermarket will also be promoting the trial on its community noticeboards, at customer service desks and internally in staff restaurants.

Part of trial incorporates the recently-launched Air and Home Care Brigade – a recycling fundraising initiative from Febreze and TerraCycle which allows UK individuals and organisations to divert previously non-recyclable plastic away from landfill.

TerraCycle UK communications manager Stephen Clarke said: “People can visit our website and simply register as a home, school or community group collector for the Air and Home Care Brigade. Recycling is a great way of involving the community and this scheme can help raise money for schools, charities and non-profit organisations too.”

Trigger tops and flip caps can be recycled at Somerset and Gloucestershire Recycling Centres and specific large Tesco stores across the two counties.

MAP: Recycling points 

Luke Nicholls

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