Nestlé announced it has launched the Nestlé Pure Life Eco Mission initiative in the United Arab Emirates (UAE) on Global Recycling Day, in partnership with Zeloop, a mobile phone app aimed at changing behaviour that rewards users who proactively help protect the environment by depositing plastic bottles for recycling.
The first phase of the Eco Mission will run for seven weeks, aiming to collect more than 40,000 recyclable plastic bottles of any brand and to raise recycling awareness, by offering rewards to those who deposit plastic bottles at any of 1,200 mapped deposit spots in the UAE, with more specific information available online, according to the statement. The Zeloop app also allows users to record new deposit spots, earning various eco-points with each activity.
“We are working with stakeholders and industry peers to implement efficient recycling systems that will allow us to meet our commitment to collect as many bottles as we produce by 2030; and to increase the use of recycled content in our bottles,” said Matthias Riehle, Business Executive Officer, Nestlé Waters, Middle East and North Africa.
“We at ZeLoop are on a mission to bring together every individual on Earth in a mutual effort to reduce plastic littering and positively impact the health of our world, nature, and our fellow beings,” said Eric Schaffner, Zeloop Founder and CEO. “This is only possible with a new mindset and improved behavior and we believe that everyone can contribute to this change.”
This announcement follows a series of specific initiatives and steps to accelerate plastic waste tackling, in line with Nestlé's commitment to make 100 percent of its packaging recyclable or reusable by 2025, said the company.