Supermarket Iceland has become the first UK supermarket to trial a reverse vending machine in support of the Government’s intention to implement a deposit return scheme in England.
The trial, which will take place in Fulham, will last six months and will aim to understand consumer behaviour towards the technology.
Iceland’s reverse vending machine accepts any Iceland plastic beverage bottle and repays the customer with a 10p voucher to be used in store for each bottle recycled.
Iceland managing director Richard Walker said: “We’re the first supermarket to take decisive action to bring the reverse vending machine into stores, following the announcement of the Government’s support for a Deposit Return Scheme in England.
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“We’re doing it properly, through consultation with suppliers and by gaining understanding of how customers will act in response to the machine.”
Environment Secretary Michael Gove said: “I applaud Iceland for leading the way with their trial scheme. It is absolutely vital we act now to curb the millions of plastic bottles a day that go unrecycled. Support from businesses will be a vital part of ensuring we leave our environment in a better state than we found it.”