glass recycling
The Back Always action, by the Heineken Group in Brazil, which focuses on making the public aware of the importance of recycling glass using packaging crushing machines, from the startup with socio-environmental impact 4R Glass, gains a new phase. The initiative is being carried out in Belo Horizonte and Nova Lima, in the state of Minas Gerais, with news: discounts on brewery products and a “gamified” application for customers. With the aim of generating an even greater social, environmental and economic impact on the population, the machines are installed both in units of the Super Nosso supermarket chain, as well as in residential condominiums and bars.
Startup business model
To improve the action, which is part of its Mais com Menos movement, the Group led, together with Hub Incríveis – creative innovation network for the co-creation of solutions aimed at reducing the negative impact of packaging on the environment – a sprint of innovation with the startup 4R Glass, the main partner of the action and owner of the crushing machines, transforming the project into a positive cultural change initiative.
The startup's business model was also restructured, and it became a company focused on innovative ideas that can generate impacts to reframe consumers' relationship with recycling. In numbers, it is estimated that: for each ton of recycled glass, there is a saving of 480KhW of energy and 1,2 tons of raw material and the emission of 0,50 tons of CO² is reduced in the production of new glass packaging, in addition, R$ 90,00 is generated for recycling cooperatives; for every 50 Kg of recycled glass, the occupation of 1 m³ of space in the landfill is reduced.
Permanence of machines at different points
In this edition, the companies will monitor the glass recovery index in the places where the machines will be installed, and the action starts to look more carefully at the territory of action, that is, the Volte Semper is no longer a point of reference initiative. voluntary delivery to the consumer, and now has a whole strategy and monitoring of local information, such as the number of people per neighborhood and recycling data in the region. From this, they will be able to define, in some cases, a specific period for the permanence of the machines in the different selected points, following the adherence of the population regarding the proper destination of packages with a high potential for circularity, such as glass, which is 100% recyclable .
glass packaging
In 2019, Volte Semper engaged residents of São Paulo to crush around 31 glass containers in 4R Glass machines, available in supermarket units in the city of São Paulo, with a cashback scheme to encourage consumer participation. To guarantee the reward in the new format and make the action even more attractive for establishments, this time the companies involved created a digital currency: Caco, which is equivalent to R$ 0,10 and can be converted into discounts on Heineken Group products in participating bars and Super Nosso supermarket stores throughout the state of Minas Gerais.
New packaging in the company's portfolio
To complete the packaging cycle, the glass collected from the machines will be purchased by Owens Illinois, manufacturer of glass packaging, supplier of the Heineken Group and supporter of the project, and later transformed into new packaging in the company's portfolio, closing the circularity of the material.
To access the recovered virtual Caco coins, the Ponto Caco application allows customers to access exclusive benefits and discounts on Heineken Group products, track their purchase history and, from January 2021, it will even be possible to share Caco points with friends. The application is available for download for Apple and Android versions, and can be downloaded from the website www.pontocaco.com.
User health and safety
In all, there will be 8 months of program in the cities of Minas Gerais and, in order to guarantee the health and safety of users and teams of establishments in view of the covid-19 pandemic, hygiene care has been intensified. All machines have a gel alcohol station available to the public and are sanitized frequently. In addition, employees at the locations participating in the action underwent training to avoid queues, crowds and proximity of less than two meters between users.
Source: https://www.embalagemmarca.com.br/2020/12/acao-sobre-reciclagem-de-vidro-da-heineken-chega-a-mg-com-desconto-em-produtos/
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