Tesco and Procter & Gamble brand Febreze are working together as part of a trial to help consumers in the South West of England recycle more plastic.
The project encourages residents in Somerset and Gloucestershire to separate and recycle the trigger tops and flip caps – components that are not usually divided - from their plastic bottles.
Altogether, 11 large Tesco stores and 21 council-operated recycling centres across the two counties are taking part in the scheme, which launched this week and runs until next March.
“We know non-drinks plastic bottles, like Febreze and Fairy, are often ‘forgotten’ when recycling at home,” said Dee Moloney, MD of the LRS Consultancy, which is managing the initiative in partnership with TerraCycle, Somerset Waste Partnership and Gloucestershire Joint Waste Team.
“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.”
The venture is being funded by WRAP and P&G as part of the Courtauld Commitment 3, a voluntary agreement aimed at improving resource efficiency and reducing waste within the UK grocery sector.
“This trial will help us understand how effective specific collection methods can be for difficult to recycle packaging and will inform how services could be introduced across the UK to increase the capture of this material,” Claire Shrewsbury, WRAP’s packaging programme area manager said.
Aurelie Nomdedeu, global marketing manager for Febreze, added: “We are really pleased to support the collection and recycling of air and home care plastic packaging. We are encouraging residents in Somerset and Gloucestershire to recycle the trigger tops from their plastic bottles, like Febreze, and give these plastics a fresh start as a new product.”
No comments yet