Plastic Change Joins the ReuSe Vanguard Project in Effort to Cut Packaging

The ReuSe Vanguard Project (RSVP), a leading European initiative driving the shift towards reusable packaging systems, announces its latest core partner, Plastic Change.

Based in Denmark and closely connected with the city of Aarhus, Plastic Change now joins other forward-thinking partners such as Rezero(Barcelona), Deutsche Umwelthilfe (Berlin), Fair Resource Foundation(Leuven, Ghent), Enviu (Rotterdam), and Réseau Vrac et Réemploi (Paris) in co-creating a shared model supporting the widespread adoption of reusable takeaway packaging solutions in European cities.

Denmark is recognised as an international green pioneer for its efforts to implement reuse systems for reusable takeaway packaging. A survey by Plastic Change found that 92% of Danish people would be willing to return packaging in a reuse systems.

In the Danish context, Plastic Change has been monitoring the environmental and economic benefits of the Rotake Reusable project, to showcase effective city solutions to cut down waste at its source could look like:

Since its inception in January 2024, the city has seen a noticeable reduction in waste from disposable cups on its streets.
The project involves 57 partner establishments in the HoReCa sector, including cafés, bars, pubs, restaurants, and street food markets, supported by a system of 30 Reverse Vending Machines (RVMs).
This reusable takeaway system allows customers to enjoy beverages in reusable cups for a five-kroner deposit (€0.43), very conveniently refundable upon return at the RVMs across the city.
These machines reached over 500,000 cups’ returns for an 85% overall return rate in less than 8 months.
A municipal waste sampling of 2,000 kg found fewer than 10 reusable cups, highlighting the system’s success in encouraging returns and reducing waste.

Nathan Dufour, Reuse Systems Manager and Leader of the ReuSe Vanguard Project (RSVP) at Zero Waste Europe, said “With Plastic Change joining RSVP, we have a great add-on to prove that cities across Europe, also in Denmark, can lead the way in replacing single-use waste with sustainable, reusable systems—making real change happen where it matters most.

“Our research shows that switching to these systems may reduce greenhouse gas emissions by as much as 54% in Aarhus, and reduce our material consumption overall.

“By showcasing this success, we aim to inspire other cities across Europe to adopt similar initiatives, driving a collective movement towards a zero-waste future.”

Louise Lerche-Gredal, Managing Director of Plastic Change, added “Scalable reuse systems are crucial for a green transition away from our single-use and takeaway culture, but many cities are hesitant to challenge the status quo.

“With Plastic Change as a partner in the ReuSe Vanguard Project, city authorities gain valuable insights from Denmark into how to build an effective reuse system at the city level, from consumer behaviour and pricing to the undeniable environmental benefits. Our hope is to push the agenda forward across Europe.”

Each European generates on average 190 kg of packaging waste annually, and in light of the EU’s Packaging and Packaging Waste Regulation (PPWR), which mandates a 15% reduction in packaging waste by 2040, Aarhus’ innovative reuse system is a crucial step toward meeting these goals.

“With 27% of inner-city public bins and mechanical sweeping in Aarhus composing takeaway packaging waste, widespread adoption remains a challenge, underscoring the need for regulatory measures to make reusable takeaway packaging the norm.

The RSVP project, launched in 2021, is leading efforts to address Europe’s packaging waste crisis by promoting reuse systems in key sectors. Thanks to Plastic Change, the project strengthens its pan-European impact, highlighting the role cities play in advancing reuse systems.

In connection with this project expansion, Zero Waste Europe is holding a webinar with Aarhus Municipality’s project manager, Simon Smedegaard Rossau, on 8th October.

Main Image: By Muntaka Chasant – Own work, CC BY-SA 4.0, https://commons.wikimedia.org/w/index.php?curid=75041713