Reconomy Connect, a renowned brand under the expertise of international circular economy leader Reconomy, has forged a strategic partnership with Marston’s, the premier local pub operator in the UK, and Again, an innovative supply chain infrastructure platform. This collaboration sets the stage for a transformative glass reuse initiative that is revolutionizing the management of glass waste within the hospitality sector.
Launched in September 2024, the ‘Making Reuse Simple’ project introduces returnable, reusable bottles crafted from materials that typically end up in recycling streams. This initiative involves the collection of bottles, which then undergo an extensive cleaning and quality assurance process, ensuring only those meeting stringent standards are forwarded to beverage manufacturers. Furthermore, the project collects detailed data on bottle weights and reuse volumes, empowering Marston’s to make informed decisions regarding product packaging and procurement, particularly in the arena of sustainable food and drink packaging.
As Marston’s waste management partner for nearly ten years, Reconomy Connect has played a pivotal role in helping Marston’s become the first among the ‘big five’ pub companies to achieve a zero landfill target. The launch of this project marks a significant milestone, with Reconomy Connect overseeing the rollout, data analysis, staff engagement, communication, and compliance.
The impetus for this project aligns with the pressing challenge of excessive packaging waste generated by the hospitality sector. Traditionally, the sector has leaned heavily on recycling as the primary circular solution. However, given that reusable packaging currently comprises less than 2% of the market—despite findings suggesting a reusable supply chain could yield a 60% lower carbon footprint than recycling—this partnership sees a valuable opportunity to enhance reuse efforts.
The initial outcomes of the project have been remarkable:
- 102,000 bottles processed through the scheme since its launch in September 2024, with 22,048 bottles (22%) successfully reused by beverage manufacturers.
- A 43% reduction in glass collection costs, resulting in significant monetary savings each year.
- A potential to achieve a 60% lower carbon footprint compared to traditional recycling methods.
- No increase in the time required for pub staff to manage and prepare bottles for collection.
Building on the initial success, the next phase aims to expand the initiative to nearly 600 Marston’s pubs in the coming year, potentially capturing up to 10.6 million bottles annually. With reuse rates estimated between 22% and 50%, this could lead to the successful reuse of between 2.3 and 5.3 million bottles, a number expected to grow as additional beverage manufacturers join the scheme. Notably, similar projects are now being adopted by other major UK pub operators.
David Gudgeon, Head of External Affairs at Reconomy Connect, stated: “We are delighted by how this project has exceeded expectations and redefined how the hospitality sector manages glass bottles. By moving from recycling to reuse, we’ve taken a clear step up the waste hierarchy, keeping materials in circulation for longer and delivering far greater environmental and commercial value.”
“There’s now an exciting opportunity to build on this momentum and help businesses advance circularity, lower their carbon footprint and glass collection costs, and also costs under the Extended Producer Responsibility legislation.”
Alex Rollinson, Energy & Waste Co-ordinator at Marston’s, said: “This partnership is about turning ambition into action. By embracing reuse at scale, we’re not only reducing carbon and costs but also proving that practical sustainable solutions can work seamlessly in busy hospitality environments. The early results show what’s possible when we collaborate across the supply chain, and we’re excited to take this innovative scheme into hundreds more of our pubs next year.”
