In an exclusive interview, Ben Daniel, Chief Editor of Packaging MEA Magazine, engages with Jérôme Viricel, General Manager of RECAPP by Veolia, to unpack the company’s pioneering role in sustainable recycling within the UAE and its broader ambitions across the MEA region.
This conversation explores RECAPP’s sustainable recycling initiatives, offering a glimpse into the company’s ambitious vision for fostering environmental responsibility throughout the UAE. Through this dialogue, discover RECAPP’s success stories, future aspirations, and ground-breaking initiatives that are revolutionizing recycling practices, catalyzing a transformative wave of change within the industry.
Join us on this captivating journey through the recycling landscape as we gain valuable insights into the dedicated efforts of pivotal industry professionals.
Ben: Jerome, it’s fantastic to reconnect with you. Could you provide us with an overview of RECAPPby Veolia’s journey in the Emirates, particularly regarding its expansion in the Gulf region and its potential impact across the Middle East and Africa?
Jerome: Ben, it’s a pleasure to join you for this interview. Let’s start from our humble beginnings. In November 2020, RECAPPby Veolia initiated a pilot project in Abu Dhabi, focusing on digital source segregation. Despite modest beginnings, with only 90 kg collected in the first three months, our commitment to sustainability drove us forward. By March 2021, we intensified our efforts, resulting in an impressive collection of 20 tons of recyclables weekly and significant user engagement, with 90,000 registrations and more than 30,000 active users.
Our expansion efforts prioritize increasing awareness and engagement, especially in Dubai, while fostering partnerships with retailers, brand owners, and government entities to amplify our impact. The introduction of an e-commerce platform, serving 400 offices and collaborating with partners like Agthia and Rainbow, has been instrumental in broadening our reach. Our vision is to establish a circular economy locally and inspire sustainable practices regionally.
Ben: It’s remarkable to witness RECAPP’s growth. What plans does RECAPPby Veolia have in the pipeline for the short and long term?
Jerome: Our immediate focus revolves around expanding our network through strategic partnerships, including governmental collaborations to establish new locations in Abu Dhabi, Dubai, and beyond. Recent endeavors, such as deploying RECAPP Smart Deposit Machines in Masdar City, underscore our commitment to accessibility and convenience for users. Furthermore, our innovative reward system incentivizes recycling, encouraging active participation in sustainability efforts.
In the long term, RECAPP by Veolia aims to solidify its position as a catalyst for environmental change, fostering a culture of sustainability across the region. By leveraging technology and strategic alliances, we aspire to create a lasting impact on recycling practices and environmental stewardship.
Ben: Transitioning to challenges, what hurdles does RECAPP face in the PET recycling industry, and how does it address them?
Jerome: PET recycling faces logistical and environmental challenges like access to recycling facilities and contamination of recyclables. RECAPP addresses these challenges through its door-to-door collection system, ensuring cleaner recyclables and higher yields compared to traditional municipal waste collection methods. By optimizing collection processes and promoting community engagement, we strive to enhance recycling efficiency and reduce contamination rates. Our comprehensive approach ensures a sustainable and impactful recycling ecosystem, setting a precedent for industry best practices.
Ben: Lastly, what message does RECAPP have for stakeholders in the packaging industry, and what actions do you encourage them to take?
Jerome: RECAPP extends a call to action to all stakeholders in the packaging industry. Embrace innovation, prioritize sustainability, and join us in our mission to revolutionize recycling practices. Together, we can drive meaningful change, foster a circular economy, and pave the way for a more sustainable future.
In conclusion, RECAPP’s journey exemplifies the transformative power of sustainable initiatives, inspiring stakeholders to embrace sustainability and champion environmental stewardship. As RECAPP continues to pioneer sustainable recycling practices, its impact resonates far beyond the UAE, heralding a new era of eco-consciousness across the MEA region.