SOUTH AFRICA: Fibre Circle has launched a Gauteng-wide campaign aimed at increasing the collection and recycling of liquid board packaging (LBP), targeting improved recovery of used beverage cartons across the province.
The initiative, led by the producer responsibility organisation (PRO) for South Africa’s paper and paper packaging sector, was activated at KG & Jeany Recyclers in Pretoria North and will be extended to multiple locations, including Diepsloot, Kempton Park, Soweto, and southern Johannesburg.
The campaign addresses a persistent gap in the recycling chain: despite being widely used for milk, juice, and long-life beverages, liquid cartons are often not recovered due to low public awareness and limited separation-at-source practices.
To address this, Fibre Circle is working with SMME-operated buy-back centres as decentralised collection and engagement hubs. These centres provide accessible drop-off points while supporting on-ground education and awareness activities aimed at improving sorting behaviour and increasing recovery volumes.
A central component of the programme is the inclusion of waste reclaimers, who are incentivised through a structured rewards system linked to the quantity of cartons collected. The approach recognises the role of the informal sector in South Africa’s recycling ecosystem and integrates them more directly into formal collection systems.
By expanding access to collection infrastructure and strengthening collaboration with local stakeholders, the campaign aims to retain fibre-based materials within the recycling loop and support the development of more sustainable value chains.
The initiative forms part of broader efforts to position beverage cartons as a viable recyclable material stream, contributing to landfill diversion and advancing circular economy objectives in the region.