Majid Al Futtaim, which owns the exclusive rights to operate Carrefour in the UAE, announces its partnership with Coca-Cola Middle East and Sparklo, a UAE-based cleantech company, to boost Carrefour recycling efforts under the Reverse Vending Machine (RVM) initiative. This collaboration, driven by a shared commitment to building a community of eco-conscious customers and a focus on innovation, will see Coca-Cola co-operate RVMs in key Carrefour locations across the UAE, building on the programme’s proven success in promoting collection and recycling and contributing to the UAE’s ambitious sustainability agenda.
Carrefour’s RVM initiative, powered by Sparklo’s innovative technology, was launched in July 2023, and since then it has empowered customers to actively support circularity by incentivising recycling. Using the Sparklo app, users earn points for each item recycled and they can redeem the points for rewards from participating partners. Rewards include savings at Carrefour, discounted taxi rides, among others.
Based on the 2024 Sparklomats RVMs results, the partnership is projected to collect over 1.8 million plastic bottles and aluminium cans annually, with an average of over 1,000 containers per day, helping to contribute to CO₂ emissions reduction.
Commenting on the partnership, Jean-Luc Graziato, Chief Operating Officer at Majid Al Futtaim – Retail, said: “We are committed to playing an active role in advancing sustainability across the UAE, in support of the nation’s vision for environmental leadership and its ambitious goals around waste reduction and responsible consumption. Our partnership with Coca-Cola and Sparklo is a powerful example of how collaboration can drive scalable impact. By leveraging advanced technologies, we are transforming our retail spaces to serve greater purpose; empowering customers to actively participate in building a circular economy.”
“At Coca-Cola, we aim to grow our business in ways that drive positive change and build a more sustainable future for our planet. Through our partnership with Majid Al Futtaim and Sparklo, we are making it easier for people in the UAE to recycle and contribute to circularity and sustainability. This initiative is part of our broader efforts to improve waste collection and strengthen local recycling infrastructure, helping to build a circular economy where packaging is collected, recycled, and reused,” said Andrew Buckingham, Vice President and General Manager at The Coca-Cola Company Middle East.
“We’re glad to see our joint initiative with Majid Al Futtaim now supported by Coca-Cola. It shows a shared commitment to making it simple and engaging for people to recycle bottles and cans. Together, we’re building the infrastructure to collect every bottle in the UAE and show what real progress on sustainability can look like,” added Maxim Kaplevich, Founder and CEO of Sparklo.
The collaboration also supports the ambitions of the UAE Circular Economy Policy 2031, which aims to divert 75% of waste from landfills by 2030 by promoting recycling, reusing material, and reducing reliance on raw resources. Through the initiative, Carrefour, Coca-Cola, and Sparklo are accelerating the UAE’s transition towards a waste-free, circular economy.
The co-operated machines are located across Carrefour stores at Ibn Battuta Mall, City Centre Mirdiff, City Centre Deira, and Burjuman Mall in Dubai, and Dalma Mall in Abu Dhabi.
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