UK’s first postcode-specific tool tells shoppers where and how to recycle locally

Confused about recycling? The UK’s first postcode-specific ‘Recycle Router' launches to help shoppers quickly find out where and how to recycle packaging locally. Valpak, WRAP and Provenance.org have partnered to deliver location-specific recycling instructions, via a simple postcode lookup online, in-store or at home.

In a move designed to help increase the UK’s less than stellar recycling rates, ranked 12th in Europe, Provenance, the software solution for sustainability communications, has partnered with Reconomy Group company Valpak, the leading provider of environmental compliance, and sustainability consultancy and British recycling charity WRAP, to create a simple way for people to find out how to recycle specific types of packaging in their local area.

By entering their postcode into the Recycle Router (accessible by snapping the on-pack QR code, or online), people can quickly find out what is recyclable and where. The Router will tell them:

·       If they can recycle specific packaging via their kerbside collection in their postcode AND/OR

·       The nearest centre that will process a given packaging material

 Valpak CEO, Steve Gough, said: “As a strategic partner to leading brands and retailers, and a champion of robust recycling and waste programmes, we’re thrilled to partner with an organisation like Provenance working at the forefront of sustainability and technology. We’ve heard from brands who want to take greater ownership of their products’ post-purchase impact. With Provenance, we’re excited to be enabling this by solving regional inconsistencies and easing shopper confusion with actionable instructions.

Allison McNamara, Founder, MARA Beauty, said: “One of our top priorities is making sure your MARA doesn't end up in a landfill, but recycling isn't always as simple as dropping your bottle into a blue bin. I love that now you can type in your postal code and see exactly how to recycle your components specifically in your area – brilliant!”

The Recycle Router helps address the fact that recycling is perplexing for many Brits: on the one hand, close to two-thirds of us don’t know what the most widely used product packaging symbols represent. On the other, different councils collect different types of waste, meaning there is no nationwide rulebook for what goes where. Together, these factors are leading to shopper uncertainty, recycling ‘guilt’ and, ultimately, packaging going to landfill unnecessarily. 

This confusion around recycling is one of the challenges that the UK Government aims to tackle via new Extended Producer Responsibility (EPR) legislation that will come into force in 2023, mandating that all packaging must at least be clearly and consistently labelled to inform consumers as to whether it can be recycled.

While helping businesses get ahead of impending legislation, WRAP, Valpak and Provenance’s ‘Recycle Router’ also speaks to shoppers’ growing eco-related concerns at a time when more people than ever are making purchase choices based on sustainability criteria. By delivering location-specific recycling instructions for mixed and/or unique packaging materials, brands that choose to deploy the Recycle Router can now help shoppers do their bit for the environment more easily.

Jessi Baker, CEO and founder of Provenance commented, “Brands making genuine and significant investments in positive social and environmental impact, including sustainable packaging, are unable to cut through the noise of unfounded and inconsistent impact claims. Recycle Router allows brands to differentiate themselves at the point of purchase by claiming credit for genuine recyclability while empowering shoppers with clear, localised guidance on packaging disposal options.”

Recycle Router is offered as part of the broader Provenance software solution for sustainability communications. The capability is now being rolled out for current brand and retail customers of Provenance with the goal of expanding the full solution to broader industry customers in 2022.

The capability and partnership combine Provenance’s industry-leading sustainability software with WRAP and Valpak’s extensive data and expertise in recycling, waste services and compliance.

Ends

Editors notes

·      Provenance is the software solution for sustainability communications. Our technology enables brands to communicate social and environmental impact with shoppers online and in-store in a credible way, connecting claims to supply chain data and third-party proof. By doing so, we enable shoppers to drive progress through what they buy and generate rewards for those brands making a positive impact on people and the planet. We work with leading consumer brands including Cult Beauty, Princes Group, Pernod Ricard and Fonterra. As a registered social enterprise and a proud B Corp, we exist to drive positive change through transparency.

·      Valpak, a Reconomy Group Company, is the largest environmental compliance scheme in the UK. It works with major names, such as J Sainsbury’s, ASOS, and Miele, and manages compliance for more than 4,000 businesses. In 2017, it celebrated its 20th anniversary. Valpak services include compliance under Packaging, WEEE, and Battery Directives; data management services; international compliance; recycling services (total waste management options and solutions for niche materials); consultancy, and accreditation under environmental schemes, such as Zero Waste to Landfill. For more information, please visit valpak.co.uk.

WRAP is a global NGO based in the UK. It is one of the UK’s top 5 environmental charities and works with governments, businesses and individuals to ensure that the world’s natural resources are used more sustainably. It is the charity leading The UK Plastics Pact (a world first), Courtauld Commitment 2030, Textiles 2030 as well as the citizen campaigns Love Food Hate Waste, Love Your Clothes, Clear on Plastics and Recycle Now. WRAP works collaboratively and develops and delivers evidence-based, solutions to reduce the environmental cost of the food we eat, the clothes we wear and the plastic packaging we use. Founded in 2000 in the UK, WRAP now works around the world and is a Global Alliance Partner of The Royal Foundation’s Earthshot Prize.

For more information, or to arrange interviews, contact:

Trudi Harris, PR for Provenance

Tel: +44 7520 665371

Email: trudi@beknown.global