Brand SpotlightMonthly Highlights

Brand Spotlight – RECAPP

2 Mins read

Logo RECAPP by Veolia CMJN 13 2 1

Tell us about RECAPP. The inspiration behind the creation of RECAPP and its mission?

RECAPP is UAE’s first free-of-charge door-to-door recycling service, a recycling empowerment digital solution driven by Veolia – the global leader in the field of environmental services. 

Launched in November 2020 in Abu Dhabi, the app allows individuals to conveniently recycle plastic, cans, and metal tins at their doorstep, earning points based on the weight of recyclables collected. These points can be redeemed on the RECAPP marketplace with environmentally friendly reward partners. Recently, we introduced New Deposit Systems, complementing door-to-door recycling efforts in order to reduce carbon footprint and create awareness in high traffic locations.

Jerome Viricel General Manager

For businesses, we have developed tailored digital solutions and internal awareness campaigns, enabling efficient waste collection management and monitoring of sustainable impact through a comprehensive dashboard. Additionally, RECAPP supports brand owners in showcasing their commitment to sustainability and engaging customers through custom-made brand programs, where waste items and recycling boxes are determined.

We actively engage in educational programs with over 100 schools and universities, promoting waste sorting and recycling awareness among students, parents, and teachers through workshops, challenges, and practical solutions.

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What impact is RECAPP trying to make?

The primary goal of RECAPP is to divert waste from landfills, create a circular economy in the UAE, and raise awareness about the importance of recycling. With a digital and free solution, we aim to eliminate all obstacles and encourage people to embark on their recycling journey.

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What are the positive impacts RECAPP has already made?

We have a community of over 70,000 individuals, and this year alone, we have successfully collected over 1,250 tons of recyclables. We engage consumers as partners in environmental solutions, offering a digital tool to support their eco-friendly journey while fostering a sense of community and sustainability. At RECAPP, we implement educational recycling programs, organize workshops and challenges, and provide tools to promote recycling among students.. Additionally, we collaborate with schools, universities, and organizations like EGA and FrieslandCampina to promote recycling initiatives.

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Can you share some future plans or initiatives that RECAPP has in store to enhance its impact?

We are currently working on and implementing digital and interconnected recycling solutions for organizations, communities, and retail environments. Our RECAPP Reverse Vending Machine is specifically designed to collect bottles and cans while providing rewards to our users. Recently, we launched the RECAPP Smart Deposit Machine, enabling users to deposit full bags of recyclables and receive double rewards. We have also launched the Smart Box, which is intended to be placed in stores and offices to recycle plastic bottles and cans. All of these solutions seamlessly integrate with our RECAPP application, creating a comprehensive digital ecosystem.

Finally, what advice would you give to other businesses and brands looking to become more sustainable and socially responsible in their operations?

For businesses and brands aiming to become more sustainable and socially responsible in their operations, it’s essential to:

  • Prioritize sustainability as a core value integrated into their mission and daily practices.
  • Invest in research and development for innovative solutions, such as adopting renewable energy and reducing waste.
  • Collaborate with like-minded partners and engage with customers and communities through sustainability initiatives and transparent communication to build trust and reinforce commitment to responsible business practices.
  • Educate employees about sustainability and empower them to contribute to sustainability goals, fostering a culture of responsibility.
  • Finally, set measurable targets, regularly track progress, and recognize that sustainability is an ongoing journey, taking steps to make a meaningful impact on the environment and society.
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