Tetra Pak and Mega Image have launched Romania’s first large-scale collection project for beverage and dairy carton packaging, boosting recycling and sustainability.
By focusing solely on this category of packaging, the pilot project aims to address a significant gap in Romania’s current collection system, help consumers build new return habits, and provide valuable insights for improving infrastructure and legislation on collection and recycling.
During the pilot, Tetra Pak commits to collecting beverage and dairy carton packages placed on the market—regardless of brand or manufacturer—together with partners Mega Image, Maspex, Tomra and Brai Cata.
For the first time, residents of Brașov and Bucharest will be able to return these packages using RVMs installed in selected Mega Image stores, thus gaining the opportunity to receive value back and directly contribute to a cleaner environment. For every package returned, consumers will receive a voucher worth 0.5 RON, redeemable for purchases in the Mega Image network.
All beverage and dairy carton packages—up to a maximum volume of 2 liters—are accepted in the machines. This includes packaging used for milk, plant-based drinks, juices, liquid cream, or liquid whipping cream.
To be accepted for return, packages must be emptied of liquid, clean, unpressed or uncrushed, with a visible and readable barcode, and with the cap attached.
“This project is a valuable private initiative that gives us the opportunity to obtain specific information regarding the collection and recycling of beverage and dairy carton packaging, to understand the real advantages and challenges, and to directly observe consumer behavior. This level of insight is something we have not had in similar projects until now. We need such concrete initiatives, and the expertise of the companies involved is essential to identifying functional solutions.
The collaboration model presented today can lay the foundation for an effective legislative framework and can turn Romania into a regional example of best practices, proving that innovation and partnership can transform packaging into valuable resources and support a cleaner environment.” — Diana Buzoianu, Minister of Environment, Waters and Forests
“The launch of this pilot project in Romania is an important step for Tetra Pak in our efforts to improve and develop the recycling of beverage and dairy carton packaging. Through this unique initiative in Europe, we will, for the first time, have the possibility to obtain concrete data, test the efficiency of the return process, assess technical and logistical performance, and analyze consumer behavior.
We aim to demonstrate that beverage and dairy carton packaging can be efficiently recycled when the right infrastructure exists. Ultimately, we will be able to ensure complete traceability and transparent reporting, from collection to recycling.” — Ștefan Urziceanu, Sustainability Manager, Tetra Pak Romania, Croatia, Slovenia, Bulgaria and Moldova
Within the pilot project, consumers will be able to return beverage and dairy cartons in six Mega Image stores in Brașov and one in Bucharest, directly contributing to collection efforts and to creating cleaner spaces and greener cities. The main target is to collect one million packages from the Romanian market during the project’s eight-month duration, after which the data will be analyzed, results presented, and next steps determined regarding a potential continuation or expansion of the collection network.
“At Mega Image, our mission is to act for the good of the world around us and to actively contribute to a cleaner, more responsible future for the communities we serve. The partnership with Tetra Pak, Maspex, Tomra and Brai Cata is a further step toward building a modern infrastructure for collecting and recycling beverage and dairy carton packaging.
By installing RVMs in selected stores, we offer customers a quick, simple and transparent solution to return carton packages and actively participate in the circular economy. We believe real change happens when retailers, producers and consumers work together, and this project perfectly demonstrates this collaboration, which will undoubtedly have a positive impact and can be scaled up.”— Alina Vlădoianu Teau, Vice President Legal, Public Affairs, Quality & Sustainability, Mega Image.
News Courtesy : The Diplomat