In a joint effort to strengthen plastic collection and recycling infrastructure in the UAE, Majid Al Futtaim has partnered with Coca-Cola Middle East and local cleantech company Sparklo to expand Carrefour’s Reverse Vending Machine (RVM) programme.
The initiative, active since July 2023, installs smart recycling machines—developed by Sparklo—across major Carrefour locations. The goal is to collect over 1.8 million plastic bottles and aluminium cans per year, cutting CO₂ emissions and supporting the UAE’s Circular Economy Policy 2031, which aims to divert 75% of waste from landfills by 2030.
The machines, placed at Carrefour branches including Ibn Battuta Mall, City Centre Mirdif, City Centre Deira, Burjuman Mall, and Dalma Mall in Abu Dhabi, reward users for recycling through a mobile app. Shoppers earn points for each item deposited, which can be redeemed for discounts on groceries, transportation, and other everyday services.
“This is about more than just retail—it’s about enabling circularity in daily life,” said Jean-Luc Graziato, Chief Operating Officer at Majid Al Futtaim – Retail. “By leveraging advanced technologies, we are transforming our retail spaces to serve greater purpose.”
Andrew Buckingham, Vice President and General Manager of The Coca-Cola Company Middle East, echoed the sentiment: “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.”
Sparklo’s Founder and CEO, Maxim Kaplevich, noted the broader impact: “Together, we’re building the infrastructure to collect every bottle in the UAE and show what real progress on sustainability can look like.”
The move aligns with regional packaging and waste reduction goals and reflects a growing trend of public-private partnerships aimed at addressing plastic pollution. For the packaging industry in the Middle East and Africa, this model could represent a scalable approach to improving collection systems and engaging consumers in recycling efforts.