The App for More Recycling

Numerous well-known beverage producers in Austria have joined forces in an initiative that rewards proper recycling with attractive prizes via the “RecycleMich App”. As a first step, the app is now being tested in Vienna.

A collection rate for single-use beverage packaging of 90 percent by 2029: that is the EU’s goal. In order to get as close as possible to this goal in Austria quickly, well-known beverage producers in the country have gotten involved in the RecycleMich (RecycleMe) initiative. The current focus is on a new app designed to make proper recycling more attractive to consumers. The introduction of the “RecycleMich App” aims to increase the efficiency of the collection structure while reinforcing consumers‘ learned separation behavior. Consumers are rewarded by being automatically entered into prize draws.

The RecycleMich initiative was launched by Reclay and Coca-Cola Austria in the fall of 2020. Within a very short time, the app developed by Reclay found many supporters in the Austrian beverage industry, who are now partners of the joint initiative at the official launch. In addition to Coca-Cola Austria, more than 35 of Austria’s most popular beverage brands with Almdudler, Eckes-Granini, Innocent, Rauch, Red Bull, Vöslauer and Waldquelle are partners in the initiative.

Test run in Vienna

The RecycleMich app will first be launched and evaluated in Vienna. The app is easy to use. It helps users find the nearest “gelbe Tonne” (yellow garbage can) in Vienna by displaying the route to it. Users then take a photo of the garbage can in question, scan the barcode on the PET bottle or beverage can and dispose of it. With each registered package, points and thus a chance to win are credited to the personal account. Weekly prizes include vouchers for delivery services such as Alfies or restaurant vouchers from getsby, Burger King, Domino’s Pizza, and others. Monthly grand prizes include hotel vouchers provided by the Austrian Hoteliers Association.

“We are proud that we as Coca-Cola Austria can unite the entire industry in a shoulder-to-shoulder effort with the RecycleMich initiative,” said Herbert Bauer, general manager of Coca-Cola HBC Austria. “Digitalization will be a key success factor on the way to achieving the EU targets for plastics recycling,” Christian Abl, member of the management board of the Reclay Group, is convinced. “The RecycleMich app gives a small glimpse of how interactive and agile consumers can participate in resource conservation.”