The barter of the can

by Francesca Maio

From waste to cinema: is it really possible? It 's just what happens in Pamplona, Spain. Here, to promote recycling and to make pro active citizens, Mancomunidad de la Comarca de Pamplona, a local authority very active in environmental matters, has installed an automatic station that receives and divides cans and bottles and turning them into rewards points, which are converted to movie tickets.

The initiative is a news in Spain while similar systems are already operating in Australia, the United States and some European countries like Germany, England, Scandinavia and Holland.
Some years ago, in Italy a similar experience has been developed by MrPet Keo. This is an innovative system that rewards the commitment of citizens in sorting waste by translating the amount of recycled bottles in loyalty points, and then discounts and promotions in stores belonging to the circuit.

Curious is the promotion and communication strategy adopted by MrPET: to support the concept of environmental sustainability, in May 2010, MrPet has decided to become a sponsor of the cycling Tour of Sardinia. Through the video screen of its stations, it also promotes environmental friendly choices every day, which are projected by the information and tips for an efficient, affordable and environmentally sustainable shopping.

Here an interview with KEO Ltd, an eco-design company in Piedmont that deals with MrPet.

The problem of sorting waste is a current concept in Italy and Mr. Pet is a virtuous initiative. How is it developing in Italy?
MrPET is a system waste separate collection of award-winning packaging in PET. In a context where the re-use of waste materials has an increasing value both economically and environmentally, the development potential of MrPET is very high. Now MrPET stations are located in Piedmont, Valle d'Aosta, Sardinia and France. The distribution will be enhanced in the near future, with partnership with new supermarket.

Mr. Pet in Italy is related to stores of supermarket in Lombardy, Piedmont and Valle d'Aosta. Why the choice of the partnership has been only on the GDO? Is the activation of new stations planned in the near future?
A large amount of water bottles are sold in supermarkets, MrPET recycling bottles is a useful service to reduce the environmental impact of point of sale. The social value of MrPET is also much higher as many people can achieve: so supermarkets were our first partners. The structure of a supermarket, then, can more easily meet the technical requirements needed to install the machines (availability of electricity, space for the storage of crushed bottles, etc.).. We are still developing new ways of working that include other subjects. For example, we are thinking about an integrated system that involves a network of small and medium-sized shops.

What was the reaction of people to Mr. Pet?
The reaction is very positive. MrPET is a virtuous chain through which the bottles from waste has become a new raw material in value. Value that MrPET recognizes to those who bring their own packaging in PET stations across the country. The high number of points charged on the personal card (directly proportional to the bottles ) is the best demonstration of the success of the project and the activism of citizens, notwithstanding the difficulties that inevitably involves an advanced system. With the collected bottles Mr PET produces shopping baskets and trolleys, fabric (KeoVelvet), stationery, household goods.