Dubai, UAE: RECAPP, the UAE’s first free-of-charge door-to-door recycling service and Coca-Cola Middle East renew partnership with the common goal to close the loop on various packaging waste materials through an innovative recyclable collection scheme that enables segregation at source and diversion away from landfills.
This collaboration follows Coca-Cola supporting the launch of RECAPP as a pilot in 2021 as Circle Coalition partners.
To mark the renewed partnership, recycling bins have also been deployed at the Coca-Cola Middle East offices in Dubai to encourage the recycling reflex at the workplace. Plastic and aluminum waste collection is a new step for RECAPP that aims to collect more recyclable waste generated into business areas and Coca-Cola Middle East is the first company to pave the way in this area.
Commenting on the partnership, Jérôme Viricel, General Manager of RECAPP at Veolia Middle East, said: “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 really proud to receive the support of Coca-Cola to encourage the recycling reflex all over Abu Dhabi and Dubai’s communities.”
Tolga Cebe, Vice President & General Manager Middle East, The Coca-Cola Company added: “This partnership is 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.”
The celebration of this partnership marked an important milestone in the RECAPP journey to celebrate 25,000 downloads of the app and the collection of 270 tonnes of recyclables since its launch in November 2020.
RECAPP empowers each individual in their recycling process by offering an easy and efficient way to schedule pick-ups for plastic bottles and aluminum cans. After segregating recyclables from general waste at home, residents can simply download the Go RECAPP application from the App Store or Google Play, and schedule a pick-up time at their convenience. RECAPP will then collect the recyclables from the user’s doorstep and recycle them, completely free of charge. Each time a user recycles, points are accumulated based on the weight of the collected recyclables, and the user can redeem the points with RECAPP’s reward partners.
About Coca-Cola Middle East
The Coca-Cola Company (NYSE: KO) is a total beverage company, offering over 500 brands to people in more than 200 countries.
The Coca-Cola Company Middle East operation spans across 12 markets including 6 GCC countries, Iraq, Jordan, Lebanon, Syria, Palestine and Yemen. With 23 bottling plants across the region, our portfolio includes nearly 20 sparkling soft drink brands including Coca-Cola, Sprite, Fanta, Thums Up, QJ, Canada Dry and Schweppes; our hydration and juice brands include arwa, crystal, Al Waha, dasani minera, safia, minute maid, cappy, fuze tea and glaceau vitamin water.
Our company’s purpose is to refresh the world and make a difference and we’re constantly transforming our portfolio to bring innovative new products with something for everyone. We also seek to positively impact people’s lives, communities and the planet through our sustainability initiatives – from water replenishment to waste management, recycling to women empowerment initiatives while we continue to create a rewarding ecosystem for our employees, partners, consumers and customers.