TOMRA Reuse showcased a groundbreaking Reuse Collection Point (RCP) at the Reuse Economy Expo this week, building on its pioneering “open‐managed” reuse system for hot and cold drink cups in Aarhus, Denmark. This new reverse vending machine (RVM) represents a significant advancement in TOMRA’s Rotake solution, an integrated platform designed for collecting, transporting, sanitizing, quality-assuring, and redistributing reusable food and drink packaging.
An integrated infrastructure managing the entire reuse value chain
TOMRA’s Rotake system utilizes serialized QR codes to monitor each item’s lifecycle:
- Distribution: Cafés, bars, and restaurants serve food and beverages in QR-coded reusable containers.
- Collection: Customers return used items to conveniently located RCPs.
- Sanitization & Quality Check: The returned containers undergo automatic cleaning and inspection.
- Redistribution: Approved containers are redeployed to participating outlets via distribution partners through a recurring subscription on an on-demand basis via an online portal.
This innovation marks a pivotal step toward establishing a truly circular economy and a world devoid of waste. Furthermore, by comparing the number of rotations against single-use alternatives, the system provides verifiable data on carbon emissions and waste reductions. According to a Eunomia study, reusable plastic cups only need to be utilized six times to surpass the environmental metrics of the most sustainable single-use option (recycled cardboard cups).
Once implemented, the Rotake system could significantly contribute to maintaining cleanliness and health in Europe’s urban areas. Geir Sæther, SVP and Head of TOMRA Reuse, explains: “European cities come alive in summer — coffee on the go, park picnics, open-air festivals, and more – but this vibrancy also drives litter and waste. We want to make reuse as convenient as single use, which is why our new Reuse Collection Point builds on over 50 years of our expertise in deposit return systems, to help cities tackle their growing amounts of waste.”
Aarhus, Denmark: A city pilot eliminating single-use cups
Since initiating TOMRA’s city-wide cup pilot in January 2024, consumers in Aarhus have paid a DKK 5 deposit for reusable cups, redeemable instantly at collection points throughout the city center. As of now, more than 1 million cups have been returned, achieving an 85 % redemption rate and marked reductions in single-use waste.
“What we have learnt from these pilots is that effective circular systems must combine bold environmental targets and supportive regulations with smart infrastructure and consumer incentives to shift behavior,” Geir Sæther states. “Our open-managed approach adapts to any QR-coded packaging, providing cities and event organizers with a simple way to reduce waste and protect resources.”
In addition to further city pilot initiatives, TOMRA is accelerating the development of Rotake Venue, designed for large-scale events and stadiums where high throughput and immediate collection are essential. A working demonstration can be seen at the TOMRA stand during the Reuse Economy Expo this week.
Additional innovations unveiled at the Reuse Economy Expo
The Reuse Collection Point isn’t the only product TOMRA is launching at the Reuse Economy Expo. TOMRA is also presenting the TOMRA T70 Dual BottleGlide — a specialized solution created to support the CITEO ReUse project, a national reuse system for food and drink packaging in large and medium-sized supermarkets throughout France. Based on the TOMRA T70 Dual platform, it has been customized for the return of reusable glass bottles. The zigzag bottle return system is engineered to slow and align bottles to prevent damage, ensuring they can be effectively sanitized and reused by producers, rather than being downcycled or discarded.
Stéphan Arino, Vice President of Public Affairs at TOMRA remarks on this advancement: “Effective reuse systems rely on smart, intuitive technology, as well as robust regulation and consumer incentives. Our innovations provide the backbone cities and producers need to comply with EPR obligations and create circular systems that transform how we utilize and reuse the planet’s resources.”
“As France and the EU continue to push for circularity through regulations like PPWR, TOMRA Collection France is proud to offer solutions that are ready today,” commented Paul Fabiano, Managing Director, TOMRA Collection France. “Our participation in the Reuse Economy Expo is an important opportunity to connect with partners, cities, and businesses striving to create a world without waste.”
For more information about TOMRA Reuse and the Rotake system, visit www.tomra.com/reusable-takeaway-packaging.
