By Frances Ringwood
It is hoped that Reverse Vending Machines will modify consumer behaviour, encouraging urgency when it comes to recycling
Two brothers based in Johannesburg, Christopher and Justin Needham, have recently invested in a business which brings state-of-the-art ‘Reverse Vending Machines’ (RVM) to South Africa. The machines will promote recycling by giving users points with a credit value in exchange for their rubbish – although only certain types of used receptacles are accepted. How these RVMs work is consumers can push plastic bottles and tin cans into a specially designed slot in the machine and in return they will receive points that can be redeemed for credit on bus tickets, free coffees or other incentive schemes that installers might wish to participate in. To sign on for these incentives, users need to be registered on the brothers’ business’ website:
http://www.imaginedearth.com. Justin Needham told
ReSource in an interview, “We are currently in a trial phase with the machines, with the first being rolled out this week at the corner opposite Voodoo Lily café in Sandton and one at the Engen Garage on Oxford Road.” “Next week, we’re rolling out machines at the Caltex garages in Oaklands and Witkoppin, and we’re also hoping to have one installed at the World of Golf in Midrand.”
Streamlining Needham notes that all units are still in the trial phase at the moment which is why they’ve been rolled out at popular venues, “We’re targeting central locations for our initial trial phase which will last till about the end of this month. This will give us time to streamline the process and help us gather data for a more widespread rollout at the end of the year,” he commented.
The Voodoo Lily unit is the primary test unit at the moment, functioning as an early case study to encourage consumers to interact with and get used to the new technology.
The company’s website explains this process saying, “The unique reward structure of the RVM incentivises consumers to recycle basic waste such as plastic (PET) bottles, and aluminium and steel cans, through a green points system that opens up entry into various competitions or Corporate Social Investment campaigns.”
Long-term vision The brothers have invested their own money in the business and have spoken to other media outlets about a future plan to roll out the technology along transport hubs to target lower income users so that they’ll be incentivised to recycle while travelling. It is envisioned that these users will be able to used points allocated by the machines to recharge their bus or train tickets. The trial machines can take 1 400 receptacles and communicates with the operator that it’s time to be emptied once it’s about 70% full – larger more robust machines would ideally be installed along popular commuter routes.
