UAE’s RECAPP, Coca-Cola ME renew partnership to divert packaging waste from landfills

By Arya M Nair, Official Reporter
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Mr. Tolga Cebe & Mr. Jérôme Viricel during partnership renewal

RECAPP, the UAE’s first free-of-charge door-to-door recycling service developed by Veolia, and Coca-Cola Middle East have renewed their partnership 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.

To mark the renewed partnership, recycling bins have 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 in business areas and Coca-Cola Middle East is the first company to pave the way in this area.

Jérôme Viricel
Jérôme Viricel
Veolia Middle East

“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 proud to receive the support of Coca-Cola to encourage the recycling reflex all over Abu Dhabi and Dubai’s communities.”

Mr. Tolga Cebe, Vice President & General Manager Middle East, The Coca-Cola Company said that “This partnership is in 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 27,000 downloads of the app and the collection of 280 tons of recyclables since its launch in November 2020.

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