Plastic Change joins the ReuSe Vanguard Project in effort to cut packaging waste in cities

Brussels, 3 October 2024 – The ReuSe Vanguard Project (RSVP), a leading European initiative driving the shift towards reusable packaging systems, announces its latest core partner, Plastic Change. 

Based in Denmark and closely connected with the city of Aarhus, Plastic Change now joins other forward-thinking partners such as Rezero (Barcelona), Deutsche Umwelthilfe (Berlin), Fair Resource Foundation (Leuven, Ghent), Enviu (Rotterdam), and Réseau Vrac et Réemploi (Paris) in co-creating a shared model supporting the widespread adoption of reusable takeaway packaging solutions in European cities. 

Denmark is recognised as an international green pioneer for its efforts to implement reuse systems for reusable takeaway packaging. A survey by Plastic Change found that 92% of Danish people would be willing to return packaging in a reuse systems.

In the Danish context, Plastic Change has been monitoring the environmental and economic benefits of the Rotake Reusable project, to showcase effective city solutions to cut down waste at its source could look like:

• Since its inception in January 2024, the city has seen a noticeable reduction in waste from disposable cups on its streets. 
• The project involves 57 partner establishments in the HoReCa sector, including cafés, bars, pubs, restaurants, and street food markets, supported by a system of 30 Reverse Vending Machines (RVMs).
• This reusable takeaway system allows customers to enjoy beverages in reusable cups for a five-kroner deposit (€0.43), very conveniently refundable upon return at the RVMs across the city. 
• These machines reached over 500,000 cups’ returns for an 85% overall return rate in less than 8 months. 
• A municipal waste sampling of 2,000 kg found fewer than 10 reusable cups, highlighting the system’s success in encouraging returns and reducing waste. 

Nathan Dufour, Reuse Systems Manager and Leader of the ReuSe Vanguard Project (RSVP) at Zero Waste Europe, states:

“With Plastic Change joining RSVP, we have a great add-on to prove that cities across Europe, also in Denmark, can lead the way in replacing single-use waste with sustainable, reusable systems—making real change happen where it matters most. Our research shows that switching to these systems may reduce greenhouse gas emissions by as much as 54% in Aarhus, and reduce our material consumption overall. By showcasing this success, we aim to inspire other cities across Europe to adopt similar initiatives, driving a collective movement towards a zero-waste future.”

Louise Lerche-Gredal, Managing Director of Plastic Change, states:

“Scalable reuse systems are crucial for a green transition away from our single-use and takeaway culture, but many cities are hesitant to challenge the status quo. With Plastic Change as a partner in the ReuSe Vanguard Project, city authorities gain valuable insights from Denmark into how to build an effective reuse system at the city level, from consumer behaviour and pricing to the undeniable environmental benefits. Our hope is to push the agenda forward across Europe.”

Each European generates on average 190 kg of packaging waste annually, and in light of the EU’s Packaging and Packaging Waste Regulation (PPWR), which mandates a 15% reduction in packaging waste by 2040, Aarhus’ innovative reuse system is a crucial step toward meeting these goals. With 27% of inner-city public bins and mechanical sweeping in Aarhus composing takeaway packaging waste, widespread adoption remains a challenge, underscoring the need for regulatory measures to make reusable takeaway packaging the norm.

The RSVP project, launched in 2021, is leading efforts to address Europe’s packaging waste crisis by promoting reuse systems in key sectors. Thanks to Plastic Change, the project strengthens its pan-European impact, highlighting the role cities play in advancing reuse systems. 

In connection with this project expansion, Zero Waste Europe is holding a webinar with Aarhus Municipality’s project manager, Simon Smedegaard Rossau, on 8 October.

ENDS

Notes to the editor

• WEBINAR ‘Rotake Reusable’: how can Aarhus help cities transition to reuse systems? Link to register: us06web.zoom.us/webinar/register/WN_phyCvtvpSi-05d2nUnmQYQ#/registration 
• Further information about the ReUse Vanguard Project (RSVP) can be found here: https://zerowasteeurope.eu/project/reuse-vanguard-project-rsvp
• Further information about the Rotake Reusable project can be found here: reuseable.dk 
• How Aarhus’ reuse system, Rotake Reusable, works:
  With Rotake Reusable, it is possible to get coffee, beer, or other beverages in a reusable cup at Aarhus’ cafés in the city center. The cup costs a five-kroner deposit, which is refunded when the cup is returned to one of the 27 deposit-return machines located around the city. The cups are collected and washed at a central laundry, after which they are redistributed to the cafés. In the future several other takeaway packaging items will also be included in the system. The system was introduced in Aarhus at the beginning of 2024 and is currently a three-year pilot project.
• “Facilitating the Adoption of Takeaway Reuse Systems” [Published 17/09/2024]: zerowasteeurope.eu/library/reuse-aarhus-berlin-public-authorities
• Addendum to “Assessing Climate Impact: Reusable Systems vs. Single-use Takeaway Packaging” [Published 05/09/2023]: zerowasteeurope.eu/library/assessing-climate-impact-reusable-systems-vs-single-use-takeaway-packaging
• The PPWR mandates final distributors of takeaway food and beverages to be adopt reuse systems for packaging, aiming at at least 10% by 2030, 15% by 2040.
• “EU packaging waste generation with record increase” from Eurostat: ec.europa.eu/eurostat/en/web/products-eurostat-news/w/DDN-20231019-1 
• OP-ED on RSVP’s work in Paris, Rotterdam, and Aarhus: “Did Single-Use Lobbyists Truly Prevail in the Battle for Packaging Rules? These Cities Beg to Differ” [Published 05/07/2024]: earth.org/did-single-use-lobbyists-truly-prevail-in-the-battle-for-packaging-rules-these-cities-beg-to-differ

Press contacts 

Sean Flynn, Media Outreach & Communications Officer at Zero Waste Europe: [email protected] or [email protected]  / +32 471 96 55 93

About Zero Waste Europe

Zero Waste Europe (ZWE) is the European network of communities, local leaders, experts, and change agents working towards a better use of resources and the elimination of waste in our society. We advocate for sustainable systems; for the redesign of our relationship with resources; and for a global shift towards environmental justice, accelerating a just transition towards zero waste for the benefit of people and the planet. www.zerowasteeurope.eu  

About Plastic Change

Plastic Change is a Danish NGO on a mission to stop plastic pollution by challenging the consumption and production of plastic. The organisation mobilises and engages the public, collects and shares knowledge, influences policy globally and locally, and collaborates with researchers, industry and innovators for practical solutions, e.g. effective reuse systems. www.plasticchange.org