Mastercard: Talking Trash: How One Danish City Is Cleaning Up, Cup by Cup
The city of Aarhus, Denmark has implemented an innovative deposit return program for reusable drink cups to combat street litter. Since January, the system allows customers to pay a 5-krone deposit for reusable cups, which can be returned through 27 machines across the city. The program, developed in partnership with TOMRA Systems and utilizing Mastercard Move for payments, has introduced 630,000 REUSABLE cups, reducing city waste by 10 tons. With an 88% return rate, the system integrates cashless payments for a seamless user experience. The city plans to expand the program to include reusable containers for food items, serving as a potential model for other cities worldwide.
La città di Aarhus, Danimarca ha implementato un innovativo programma di restituzione dei depositi per bicchieri riutilizzabili al fine di combattere l'immondizia nelle strade. Dallo scorso gennaio, il sistema consente ai clienti di pagare un deposito di 5 corone per i bicchieri riutilizzabili, che possono essere restituiti tramite 27 macchine sparse per la città. Il programma, sviluppato in collaborazione con TOMRA Systems e utilizzando Mastercard Move per i pagamenti, ha introdotto 630.000 bicchieri RIUTILIZZABILI, riducendo i rifiuti della città di 10 tonnellate. Con un tasso di restituzione dell'88%, il sistema integra pagamenti senza contante per un'esperienza utente senza soluzione di continuità. La città prevede di ampliare il programma per includere contenitori riutilizzabili per alimenti, fungendo da potenziale modello per altre città in tutto il mondo.
La ciudad de Aarhus, Dinamarca ha implementado un innovador programa de devolución de depósitos para vasos reutilizables para combatir la basura en las calles. Desde enero, el sistema permite a los clientes pagar un depósito de 5 coronas por vasos reutilizables, que pueden ser devueltos a través de 27 máquinas en toda la ciudad. El programa, desarrollado en colaboración con TOMRA Systems y utilizando Mastercard Move para los pagos, ha introducido 630,000 vasos REUTILIZABLES, reduciendo los desechos de la ciudad en 10 toneladas. Con una tasa de devolución del 88%, el sistema integra pagos sin efectivo para una experiencia de usuario sin interrupciones. La ciudad planea ampliar el programa para incluir contenedores reutilizables para alimentos, sirviendo como un modelo potencial para otras ciudades en todo el mundo.
덴마크, 아르후스시는 거리의 쓰레기를 줄이기 위해 재사용 가능한 음료 컵에 대한 혁신적인 보증금 반환 프로그램을 시행했습니다. 1월부터 이 시스템은 고객이 재사용 가능한 컵에 대해 5크로네의 보증금을 지불할 수 있게 하며, 이 컵은 도시 전역의 27개 기계에서 반환할 수 있습니다. TOMRA Systems와 협력하여 개발된 이 프로그램은 결제에 Mastercard Move를 사용하며, 630,000개의 재사용 가능한 컵을 도입하여 도시의 폐기물을 10톤 줄였습니다. 88%의 반환율을 자랑하는 이 시스템은 원활한 사용자 경험을 위해 현금 없는 결제를 통합하고 있습니다. 시는 식품 아이템을 위한 재사용 가능한 용기를 포함하도록 프로그램을 확장할 계획이며, 이는 세계 각지의 다른 도시들을 위한 잠재적 모델이 될 수 있습니다.
La ville de Aarhus, Danemark a mis en place un programme innovant de retour de dépôt pour des gobelets réutilisables afin de lutter contre les déchets dans les rues. Depuis janvier, le système permet aux clients de payer un dépôt de 5 couronnes pour des gobelets réutilisables, qui peuvent être retournés par le biais de 27 machines à travers la ville. Le programme, développé en collaboration avec TOMRA Systems et utilisant Mastercard Move pour les paiements, a introduit 630 000 gobelets RÉUTILISABLES, réduisant les déchets de la ville de 10 tonnes. Avec un taux de retour de 88 %, le système intègre des paiements sans espèces pour une expérience utilisateur sans accroc. La ville prévoit d'élargir le programme pour inclure des contenants réutilisables pour les aliments, servant de modèle potentiel pour d'autres villes dans le monde.
Die Stadt Aarhus, Dänemark hat ein innovatives Rückgabeprogramm für wiederverwendbare Trinkbecher eingeführt, um die Straßenverschmutzung zu bekämpfen. Seit Januar können Kunden eine Kaution von 5 Kronen für wiederverwendbare Becher bezahlen, die an 27 Maschinen in der Stadt zurückgegeben werden können. Das Programm, das in Zusammenarbeit mit TOMRA Systems und unter Verwendung von Mastercard Move für Zahlungen entwickelt wurde, hat 630.000 WIEDERVERWENDBARE Becher eingeführt und die städtischen Abfälle um 10 Tonnen reduziert. Mit einer Rückgabequote von 88% integriert das System bargeldlose Zahlungen für ein nahtloses Benutzererlebnis. Die Stadt plant, das Programm auf wiederverwendbare Behälter für Lebensmittel auszudehnen und damit ein potenzielles Modell für andere Städte weltweit zu schaffen.
- Successful implementation with 88% cup return rate
- Reduced city waste by 10 tons through 630,000 reusable cups
- Integration of Mastercard Move payment system enhances user experience
- Potential for expansion into food container reuse program
- Higher operational costs compared to single-use products (15 cents vs 70 cents deposit)
- Requires significant infrastructure investment for collection and sanitization
Insights
The pilot program in Aarhus demonstrates Mastercard's strategic expansion into sustainable payment solutions through their Move platform, but has minimal direct financial impact on the company's bottom line. The initiative showcases Mastercard's ability to adapt its payment infrastructure for environmental solutions, potentially opening new revenue streams in the growing circular economy market.
The key business implications include:
- Integration of Mastercard Move for real-time deposit payments shows practical application in emerging sustainable business models
- Positions Mastercard as an enabler of smart city solutions and environmental initiatives
- Creates potential for scaling to larger markets, with opportunities in cities implementing similar waste reduction programs
However, this represents a small-scale pilot with immediate revenue impact. The long-term value lies in establishing Mastercard's presence in the growing market for sustainable payment solutions and smart city infrastructure.
NORTHAMPTON, MA / ACCESSWIRE / November 20, 2024 / Mastercard
By Sophie Hares
Every weekend, as people stumble home from packed bars and clubs in Aarhus, Denmark's second biggest city, they leave behind a messy trail of cups, burger wrappers and pizza boxes, which clog gutters and drift into waterways.
It's a costly problem for the Viking-founded coastal city, which has been looking for ingenious ways to eliminate the takeaway garbage it calculates is responsible for nearly half the litter on its streets.
That's why, since January, the municipality has been testing out an innovative deposit return program for reusable drink cups, the world's first system of its kind, which it hopes will eradicate the millions of single-use cups the city's baristas hand out each year.
Now, each time people order their flat white to go, they can pay a 5-krone (70 cent) deposit for a lidded plastic cup with a blue REUSABLE logo. After their caffeine fix, they can feed their used cup into one of 27 machines dotted around the city to be cleaned and redistributed, and they just tap their phone or card to the machine to get their deposit back.
"Our working vision is a city without waste bins," says Simon Smedegaard Rossau, Aarhus's project manager for circular systems. "It's about turning your thoughts a little bit and being ambitious."
So far this year, the introduction of some 630,000 REUSABLE cups has slashed city waste by about 10 tons, and the trial is popular with the public as well as many small retailers that struggled to find ways to reduce single-use products. Next, Aarhus plans to pilot reusable boxes for sushi, burgers and salads.
The implications of Aarhus's pilot expand far beyond its city limits. Takeaway bags, cutlery, drink containers and wrappers now dominate waterway litter throughout the world and have clogged landfills in some cities. As one response, many governments have banned certain single-use plastics, including bags and plates. As many municipalities grapple with their waste crises, city leaders in countries from Japan to Brazil are closely watching the Danish city to decide it they should follow suit with reusable programs too.
These communities are keenly aware that reusable packaging will not take off unless the business model becomes financially viable. The cost of collection, sanitization, quality inspections and redistribution makes it tricky to undercut the price of single-use products (approximately just 15 cents for each throwaway cup) and scale the program, which can help cities cut their emissions as well as waste management bills.
That's why policies are needed to provide the conditions and incentives to transition to well-designed reuse systems, unlocking their full environmental and economic potential, says Geir Saether, the senior vice president of circular economy for TOMRA Systems, the Norwegian sustainable technology company that partnered with Aarhus to pilot the REUSABLE containers.
TOMRA was able to adapt its existing bottle and can reverse vending machines to accommodate coffee and drinks cups. For consumers who select the more sustainable reuse option, the 5-krone returnable deposit is added to the product purchase. The deposit is an efficient incentive for consumers to return the packaging, ensuring high collection rates, Saether says.
Keen to encourage people to make the extra effort to reuse, they tried to make the process as painless as possible by installing returns machines in busy spots roughly every 500 yards in the pilot area, where 50,000 people live.
Integrating the cashless deposit payments provided by Mastercard Move, the company's near-real-time payments platform that allows people to securely send and receive money via both cards and accounts worldwide, has proven key to creating a much smoother experience for consumers instead of asking them to use clunky apps each time they grab a coffee.
"A solution based on reusable packaging is not as convenient as a solution based on disposable packaging, so at least we should minimize the inconvenience factor," Saether says.
Highlighting Lisbon's plastic cup ban and Dubai's move to prohibit all single-use plastic packaging, Saether says measures such as taxes or restrictions on disposable products would encourage stronger take-up of reusable systems. It's a consideration that could determine if countries or cities choose to introduce broader policies to encourage using similar sustainable alternatives.
Nearly a year into the trial, Rossau says he's seeing less litter around Aarhus as
If the three-year trial works in a compact city like Aarhus, it could be scaled up to densely populated cities such as New York, if they can find spots to install the thousands of reverse vending machines they would need.
"We need to make a mature choice to say we need to take a little bit of space here and there to minimize the growing waste crisis we're seeing in all cities," Rossau says. "If you're a city official, you need to ask yourself otherwise, 'Where are we going to put all this waste that's overflowing our streets?'"
Originally published by Mastercard
View additional multimedia and more ESG storytelling from Mastercard on 3blmedia.com.
Contact Info:
Spokesperson: Mastercard
Website: https://www.3blmedia.com/profiles/mastercard
Email: info@3blmedia.com
SOURCE: Mastercard
View the original press release on accesswire.com
FAQ
How much is the deposit for reusable cups in Aarhus's Mastercard-powered program?
How many reusable cups has the Mastercard-supported Aarhus program deployed in 2024?
What is the return rate for the Mastercard-integrated cup program in Aarhus?
How many collection machines are available in the Mastercard-supported Aarhus program?
