Incentives for Recycling: Pick n Pay Grows Its Network of Reverse Vending Machines

Pick n Pay is stepping up its sustainability efforts by expanding the distribution of Reverse Vending Machines (RVMs) across South Africa while integrating its popular Smart Shopper program into this initiative.

The retailer, headquartered in Cape Town, now offers customers the opportunity to earn Smart Shopper points by recycling qualifying products. These points can be redeemed for groceries, airtime, and other essentials.

Read: Pick n Pay pilots new ‘reverse vending machines’ to encourage recycling

The company has introduced 16 new RVMs in its Gauteng locations, bringing the national total to 30 machines. These machines can hold between 650 and 750 recyclable items and accept materials like PET plastic bottles, milk containers, and cans.

Since launching the program in 2018, over 480,000 items, totaling more than 34,000 kilograms, have been diverted from landfills.

“This initiative fosters a recycling culture by illustrating that waste has value. The RVMs encourage customers to rethink their waste management choices and opt for recycling instead of disposal,” explained Steffen Burrows, Pick n Pay’s sustainability manager.

“Our aim is to educate consumers about the value that still exists in an item even after they’ve used the product.”

Read: Pick n Pay’s new pilot project takes aim at food waste

According to Pick n Pay, customers receive the full recyclable value for each item deposited, comparable to what a recycler would earn from a waste management facility. This usually amounts to up to 10 cents per item, depending on the type and weight of the material.

Customers can connect their Smart Shopper cards through the Imagined Earth app, which collaborated with Pick n Pay in the design and management of the RVMs.

Smart Shopper points can then be redeemed at the checkout for regular purchases.

“While the reward for each item might seem small, it adds up quickly,” Burrows noted.

So far, rewards valued at R40,000 have been distributed to customers. The group emphasized that strong customer engagement is crucial for growth, highlighting a 50% increase in the volume of recycled items over the past six months.

One RVM located in a Pretoria Pick n Pay store processes between 8,000 and 15,000 items monthly.

Advancing sustainability

Pick n Pay indicated that the expansion of the RVM network has been made possible through partnerships with Coca-Cola Beverages South Africa (CCBSA) and Polyco.

Justin Needham, managing director of Imagined Earth, remarked that these machines are an important step toward sustainability.

“They raise awareness, inspire action, and encourage a shift in mindset towards sustainability. As we build momentum for a South African Deposit Return System, initiatives like this contribute to realizing that vision. Exciting times lie ahead for South Africa’s recycling landscape,” Needham stated.

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