SIG and Tagaddod launch Egyptian recycling initiative for aseptic cartons

05 Oct 2022 --- SIG is launching “Recycle for Good” in Egypt – an initiative for the collection of used aseptic cartons with its partner Tagaddod. The initiative enables consumers to use an app to arrange for their used aseptic carton packs to be collected from their homes or workplace in exchange for rewards. 

The rewards will be points that can be used for buying groceries and other offers provided by Tagaddod’s network of food suppliers and supermarket chains. 

Abdelghany Eladib, president and general manager of the Middle East and Africa at SIG, tells PackagingInsights that “the project aims to incentivize the recycling of used beverage cartons, ensuring high-value resources remain in circulation while benefiting local communities.”

According to the company, a mere 60% of the waste Egypt generates annually is collected and less than 20% of this is properly disposed of or recycled. “With no segregation of waste at a household level, there is a huge need for collection initiatives such as this one,” Eladib says.

In line with this, Innova Market Insights further show that 43% of consumers worldwide believe that cartons are environmentally sustainable. 

Abdelghany Eladib, president and general manager of the Middle East and Africa at SIG, says “there is a huge need for collection initiatives.”An infrastructure for change
Tagaddod is already working with a big audience in Egypt to recycle cooking oils and as partners, SIG expects the same pick up-appetite from their consumer database to also recycle aseptic cartons.

“It will take a while to create the mindset shift and generate awareness about beverage carton recyclability. Nevertheless, we expect a high acceptance and interest in the program from brand owners and consumers,” Eladib explains, addressing consumer reactions.

The partnership allows the company to use an existing network, but Eldahib highlights that “with this initiative, [SIG is] building a suitable infrastructure with the potential to expand it across Egypt and across other countries.”

He says that the SIG is “leveraging transportation and warehousing as well as creating awareness and a mindset shift which will help [them] expand the infrastructure.”

Additionally, the company claims it is focused on making a difference in local communities to boot, asserting that supporting these communities helps the company to strengthen its business.

“We are committed to engaging with local communities and consumers where we operate to understand how we can make a meaningful positive impact” through raising awareness on the recycling of aseptic cartons and “preserve resources for generations to come.” 

Striving for circularity
SIG highlights that this program aims to lead the way toward a fully circular packaging system in Egypt. “Our ambition for our packs is that one day, they are made exclusively from renewable or recycled materials and that every pack we make gets recycled.”

Eldahib tells us that “recycling our cartons keeps high-quality renewable materials in circulation for longer. All the materials used to make our packs — paperboard, aluminum, and polyethylene — can be recycled as valuable resources that can be used to create new products.”

“We are committed not just to increasing collection and recycling rates for cartons as they are designed today, but to designing our cartons to support increased circularity. Beyond our standard cartons, we offer options that lead the market in terms of renewable and recycled material content.”

By Mieke Meintjes

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