Case Studies

Circularity At Work

Around the world companies are working towards reducing the amount of plastics we use. Below are some case studies of the best examples so far.

Simply Cups (Australia)

In Australia Simply Cups have set up a bio cup recovery system with an aim to collect 100 million cups per year with a contribution of AUD 1 cent (USD 0.0073 cents) from the sale of each cup funding the programme. A great initiative but where is the incentive for consumers to use the bins and how do you bring other post consumer packaging into the system?


Leezen Supermarket (Taiwan)

In Taiwan supermarket chain Leezen provide 100% biodegradable packaging for their vegetables & fruits., They have precycle bins in-store where shoppers can bring the food wraps and shopping bags back to dispose of. The waste material is then taken to a compost facility with the organic compost returned to one of the growers. Another great initiative but how many consumers will actually bother to return food packaging to the store the food was purchased in?


Citizengage (India)

In India, where the Ellen MacArthur Foundation has estimated that implementing circular opportunities could return over $624 billion per annum in material savings by 2050, start-up company Citizengage have managed end-of-life recovery of nearly 10,000 tonnes of waste since commencing business in 2015. Another great showcase of circularity at work but without an incentive mechanism and built-in motivation can such a system scale to impact the 1.5 million MT of waste generated each day in India?


CupCycling (UK)

In the UK James Cropper paper mill began accepting used disposable cups in September 2017. With capacity to process (remove the plastic inner lining and recycle the paper and plastic streams separately) up to 500m cups annually in the first four months of 2018 they had processed just 10m.. This represents just a tiny fraction of UK’s 2.5 billion disposable cups consumption.


Coca-Cola (China)

In China the Coca-Cola Company has showcased a new vending machine which features facial recognition and allows consumers to return used packaging. Coming with two ‘eyes’ – one that dispenses beverages and another that collects the empty packaging – the machine offers a smart incentive for consumers to recycle. In exchange for returning cans or plastic bottles consumers receive credits via their smartphones. A great example of reverse vending, but to be impactful every single beverage brand would need to have these machines spread throughout cities as their is no cross linking between brands.