After successfully introducing its R1 multi-feed reverse vending machine in Norway, Sweden, Estonia and Finland, and in redemption centres in the United States, Tomra has now debuted the machine in three more countries. Recyclers in Germany, Denmark and the Netherlands are now also able to benefit from the convenience of the Tomra R1, which allows over 100 empty beverage containers to be poured into a reverse vending machine in one go, rather than having to insert them one by one.
The first machine in Denmark was installed at the ABC Lavpris supermarket in the city of Tarm in Denmark; the Edeka Massak store in Kronach was the premiere for Germany.
In the Netherlands, the first machine went live today at Tomra’s office in Apeldoorn for a special charity initiative.
For every beverage can be returned for recycling, Tomra will donate five Euro cents to raise money for vital medical equipment for the local community.
In the two years since it first appeared in the market, the system has built a following, according to the findings of a study conducted by an independent research agency. The study aimed to assess the impact that multi-feed reverse vending has on consumer recycling attitudes and shopping behaviour.
A clear 100% of respondents stated that they preferred multi-feed return of containers over single-feed returns. Consumer reasoning for this preference included time savings, ease of use, less physical effort, higher capacity, better hygiene and a cleaner in-store recycling area due to fewer spills. Respondents also had high trust that their refund is correctly calculated, rating this 4.5 out of 5 on average. Because of the large container volumes they returned and higher deposit refund, almost all respondents said they would spend their refund in store.
The availability of the multi-feed machine also impacted consumers choice of store to visit, with more than 70% of respondents responding that they had chosen to shop at that specific store that day because they would also be recycling there. Up to 60% of participants said they shop more often at that particular store, because of being able to use the multi-feed reverse vending machine while there. In addition, some 45% of multi-feed users in Norway said that they spend more money in the store than planned when they also have in-store credit from recycling to use.
Among the retailers interviewed, all - 100% - stated that their main reasons for installing Tomra R1 were to be innovative and stay "ahead of the game", as well as create word-of-mouth, drive traffic to the store and generate more business. Prior to the installation, some store managers reported they had had issues with queues for recycling, which was also a key driver to offer multi-feed returns instead and increase their capacity. Some stores added that they aimed to be the best in their region at recycling, with many achieving that goal after a significant increase in return volumes. One supermarket in Norway collected 1.2 million containers within 10 weeks of opening its Tomra R1 – as many as the store had collected in the entire previous year.
"When we launched Tomra R1, we predicted that the multi-feed concept would fundamentally transform the recycling experience," said Jonas Døvik, Product Manager for Tomra R1. It was therefore exciting to see that the impact of the new reverse vending option extended far beyond the simple act of pouring out containers, but that it affected such choices as where consumers shop, how they spend their deposit refunds, and how they perceive stores and return locations, he added.