Barcelona’s bold step towards reusable take-away packaging
In the buzzing streets of Barcelona, a zero waste revolution is taking place. Over the past years, Rezero has led the mission to make reusable packaging the new norm in one of Europe’s biggest cities. The initiative is deeply integrated into the ReuSe Vanguard Project (RSVP), a pan-European action to normalise the adoption of interoperable, affordable, and convenient reuse systems for take-away drinks and food for both businesses and citizens.
Rezero presents ‘Take Away Retornable’ at the Westfield mall’s Good Festival.
Breaking the single-use habit
Let’s face it: the uptake of reusable packaging for food and beverages in Barcelona has been little more than anecdotal until now. But reuse options for take-away are growing, with companies like Vasovengo and Bumerang offering reusable cups and bowls for take-away in the city. Vasovengo offers a straightforward deposit system for reusable cups and bowls, while Bumerang uses a high-tech approach with QR codes to track both users and containers. Other eco-friendly options, such as Pacto Zero, are also available to local eateries. These companies are making it easier for restaurants and cafes to switch to sustainable take-away options, giving customers a range of choices to fit their preferences.
It’s precisely to enable and increase this reuse renaissance that Rezero decided to take action. With the support of Barcelona city council, Urbaser waste management company, and other partners, Rezero launched an ambitious pilot project, in the shape of a campaign, set to run until the end of 2024. The objectives of ‘Take Away Retornable’ are clear: increase awareness about reusable cup and bowl systems, educate both restaurant managers and consumers about their benefits, and create a network of allies to promote their adoption. It’s a tall order, but the results are already promising.
From user loyalty to “artivism”
At the heart of the project is a digital loyalty card system that’s turning eco-friendly choices into exciting rewards. Imagine earning points every time you return a container. After 21 uses, you get to choose from a whole range of experiences – from escape rooms and art workshops to concerts and sports activities. It’s exciting and rewarding for both consumers and restaurants, as the establishment offering the most reusable containers each month also gets a special prize.
But the campaign doesn’t stop there. Imagine a towering sculpture made entirely of discarded single-use containers standing defiantly in a window of the Westfield shopping mall. This piece of “artivism,” created by Art is Tra$h, is a stark reminder of the waste generated by single-use items and the urgent need for change.
Art is Tra$h’s single-use containers sculpture at the Westfield mall in Barcelona (click on the photos to enlarge them)
Spreading the word
The campaign’s reach has been impressive. Thanks to a collaboration with Clear Channel, over 330,000 public service announcements have captured citizens’ attention in more than 100 digital billboards throughout the city. The message has also echoed through various media outlets, from Time Out magazine to Beteve television and Catalunya Radio. Barcelona’s own city websites have also pushed forward the benefits of this campaign.
However, the most crucial outreach has been to the restaurants themselves. The project team has personally visited over 200 establishments, sent regular mailings to 750 more, and extended invitations to 3,900 restaurants through Barcelona’s Restaurant Guild. Even the city’s business district has joined the cause, with 22@network Barcelona spreading the word to its 250 associates. Other agents, such as the commercial hub of the Poblenou district or Hosteleria por el Clima, also informed their restaurants about the pilot.
Of course, no revolution comes without its challenges. Many bars and restaurants have been hesitant to adopt reusable containers, citing concerns about costs and customer confusion. The campaign is tackling these issues head-on, providing clear information about the systems and demonstrating their potential for savings.
‘Take Away Retornable’ awareness-raising campaign in the streets of Barcelona (click on the photos to enlarge them)
Building a reuse-centric future
As the pilot continues, the team isn’t showing any sign of slowing down. Plans are underway to showcase the “Take Away Retornable” initiative at the prestigious Gastronomic Forum; and to conduct waste bin analyses to further highlight the impact of single-use containers.
The lessons learned from this pilot will be shared far and wide, potentially inspiring similar initiatives in other cities. We might soon see reusable container systems popping up in stadiums, cinemas, and transports. The ambition is to use the learnings of this project, as well as those from the other RSVP cities and locations, to make reuse an increasing everyday reality for citizens and businesses across Europe.
Current map of reuse systems blueprint in Europe, as identified by the ReuSe Vanguard Project (RSVP) (click on the image to enlarge it)
While the widespread adoption of reusable takeaway systems is undoubtedly complex, one thing is clear: reusable containers are the future. As we move towards a zero waste society, pioneering cities and restaurants have the opportunity to lead the way.
So, if you are in the hospitality business in Barcelona, why not join the reuse revolution by adhering to these reuse benefits? And if you live in or visit Barcelona (or any city, for that matter), why not ask your favourite take-away place to put your order in a reusable container? It might seem like a small step, but as Barcelona and the other RSVP cities are showing us, these small steps lead to a giant leap towards a more sustainable future.
