X5 To Test Reverse Vending Machines In Association With Coca-Cola

By Dayeeta Das
Share this article
X5 To Test Reverse Vending Machines In Association With Coca-Cola

Russian food retailer X5 Group has teamed up with Coca-Cola to test 'reverse vending machines' in its Pyaterochka stores in Moscow.

Through this initiative, the retailer aims to collect and recycle used plastic bottles and aluminium beverage cans.

The vending machines will dispense a 15% discount coupon, applicable on a range of Coca-Cola drinks, for each item deposited by customers.

'An Important Step'

Commenting on the collaboration with Coca-Cola, the CEO of X5 Retail Group, Igor Shekhterman, said, "We are happy to collaborate with one of our large partners on this pilot plastic collection project, which represents an important step towards reducing waste.

"Teaming up to install reverse vending machines at our stores allows us to refine procedures for a potential future rollout. We hope that customers will welcome and make active use of this collection method," he added.


EcoTechnologies will be responsible for maintaining the reverse vending machines and transporting and recycling the plastic and aluminium waste collected through this initiative.

As part of Coca-Cola's 'World Without Waste' vision, the cola giant has collected and recycled over 60,000 tonnes of packaging in the past three years in Russia through its 'Separate with Us' project.

'Practical Solution'

CEO of Coca-Cola HBC Russia, Alexandar Ruzhevich, said, "A joint pilot project with a leading Russian food retailer lets us offer people another practical solution for recycling. We hope the project will expand and contribute to the development of the circular economy."​

Coca-Cola's World Without Waste vision aims to make the company's packaging 100% recyclable by 2025, and help in collecting and recycling the equivalent of every bottle and beverage can sold in the world by 2030.

© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.

Get the week's top grocery retail news

The most important stories from European grocery retail direct to your inbox every Thursday

Processing your request...

Thanks! please check your email to confirm your subscription.

By signing up you are agreeing to our terms & conditions and privacy policy. You can unsubscribe at any time.