Marjane expands DRS and reusable container program after “incredibly positive” consumer feedback

10 Jun 2021 --- Moroccan supermarket chain Marjane is extending its in-store reusable packaging program to a second location at Marjane in Hay Karima, Salé, outside of Rabat, after “incredibly positive” consumer feedback. 

The expansion follows the initial launch of the Morrocan Supermarkets Tackling Single-Use Plastic (MOSSUP) initiative in the nation’s capital, spearheaded by Dutch circular plastics company Searious Business over two months ago.

Alongside Carrefour, Marjane originally introduced two pilot schemes in their respective Rabat stores in March. The ambition was to reduce virgin material single-use packaging for retail via a PET bottle deposit return scheme (DRS) and reusable containers at the delicatessen counters.

“We weren’t expecting it to expand this fast,” Emma Samson, Searious Business marketing and communication manager, tells PackagingInsights.

“Upscaling was always part of the plan, but we thought we would have to push the supermarkets to expand to more stores at the end of the project. It is so encouraging they have taken the initiative to begin upscaling without waiting for the end-results.” 

The initial launch was attended by Marjane directors, an adjoint au maire, a regional environment director and representatives of the Moroccan Ministry of Environment.“We are very happy about the MOSSUP project in our two pilot stores and see it as our responsibility to protect the environment where we can. The MOSSUP project gives Marjane a great opportunity to do so,” affirms Ayoub Azami, CEO of Marjane.

Not in it for the money
Searious Business conducted a survey to measure shoppers’ acceptance of the DRS programs, recording an “incredibly positive” response. Ninety-three percent of customers said they have been waiting for a plastic collection scheme, as there is no formal collection of plastic for recycling in Morocco.

“They said they hate throwing it in the bin and were really glad something was happening. Most of the customers said they would be happy to return their bottles even without the financial incentive; they just want to support plastic recycling,” Samson adds. 

Notably, 67 percent of customers returned ten to 20 bottles at a time, indicating they are prepared to save up bottles at home.

So far, the bottle recycling program is proving more popular than the reusable food container. 

“The reusable container is working fine, but it needs more time to gain traction with customers,” notes Samson. “We’re hoping we will be able to persuade the supermarkets this is a valuable concept by the end of the pilot.”

Ninety-three percent of Marjane customers said they were waiting for a collection scheme for plastic.Pandemic complications
As Searious Business is headquartered in the Netherlands, coordinating the MOSSUP program from abroad has proven difficult throughout COVID-19-induced travel restrictions.

“We learned that everything is more difficult working remotely,” Samson muses. “We have had to connect all the partners online through virtual meetings and emails, which is obviously more challenging than in person.” 

“Everything takes twice as long when you have to explain it via email.”

Originally, the first launch was postponed by several days due to unclear travel restrictions. “We are hoping to travel to Morocco in person as soon as possible. It will be nice to see the fruits of our labor in the flesh,” says Samson.

The scheme is funded by The Netherlands Ministry of Foreign Affairs program for Small Business Innovation Research, the Marocaine pour la Protection de l’Environment et du Climat (ASMAPEC) and the Moroccan Ministry of Industry, Trade and Investment. 

Contextualizing the problem 
The World Wildlife Fund estimates up to 55 percent of plastic waste leaks into the Moroccan environment due to uncollected trash and illegal dumping. This rubbish gets into the Mediterranean Sea and can adversely affect fishing, tourism and shipping, as well as marine biodiversity. 

“By introducing circular schemes such as these, it is estimated that over 26 million bottles could be collected every year in Rabat alone. This would equate to savings of 790 tonnes of CO2, and 530 tons of plastic waste avoided,” states Searious Business.

Carrefour, the second supermarket involved with the MOSSUP project, is currently waiting until the outcomes of the pilot are official before it begins discussions with Searious Business about expansion. 

“We are very optimistic that the enthusiasm from Marjane will be a positive influence,” Samson concludes.

By Anni Schleicher