“With the proper implementation and functioning of the DRS (Deposit-Return System), Romania can achieve up to 90% collection rate in the coming years – regarding beverage DRS containers – surpassing EU targets and emerging as a leader in the circular economy in Central and Eastern Europe,” Gemma Webb, CEO of RetuRO told Sustainability Today.
“This is the moment when we set ground for the most complex recycling infrastructure in Romania. 80,000 returning points, 19 million engaged Romanians and our regional centers will be the backbone of the recycling infrastructure in this country. Each returning point is a beacon, inviting every Romanian to actively participate in the recycling process. We understand that transformation begins with simplicity, and we are committed to making recycling easier for everyone.”
How would you describe the launch of the DRS system in Romania?
“The launch of the DRS and the inauguration of RetuRO’s first regional center in Bonțida, Cluj County represents a historic turning point for Romania. According to estimates, we are set to collect approximately seven billion packaging units annually, securing the country’s position as the second-largest DRS in Europe, following Germany. With the proper implementation and functioning of the DRS, Romania can achieve up to 90% collection rate in the coming years – regarding beverage DRS containers – surpassing EU targets and emerging as a leader in the circular economy in Central and Eastern Europe.
This is the moment when we set ground for the most complex recycling infrastructure in Romania. 80,000 returning points, 19 million engaged Romanians and our regional centers will be the backbone of the recycling infrastructure in this country. Each returning point is a beacon, inviting every Romanian to actively participate in the recycling process. We understand that transformation begins with simplicity, and we are committed to making recycling easier for everyone.
But we must be aware that DRS is a living mechanism that will evolve with each new packaging, collection and sorting center, and citizen who chooses to support the system. DRS will not be perfect from the beginning, but it is a perfectible living mechanism that will evolve over the coming months.
DRS is not just about technology or infrastructure; it is about changing the way people think and interact with their environment. About turning an act as simple as recycling a bottle into a statement of care for the planet. We embark on an ambitious journey that requires not just a structural but a cultural shift—a shift towards greater awareness, responsibility, and collective action.”
How do you think the Romanian market and consumers will react following the implementation of DRS?
“While some stakeholders have readily embraced the Deposit Return System, acknowledging its environmental benefits, the potential for positive public perception and economic advantages, others may require further discussion to fully understand the necessity and advantages of the initiative. Engaging in ongoing dialogues with these stakeholders, providing comprehensive information about the benefits of DRS, and addressing any queries or reservations are essential steps.
The retailers play an essential role in the DRS. The DRS may initially seem like an obligation, but it offers both long-term and immediate benefits for them. Environmental protection is a key aspect, diverting packaging from landfills and fostering a truly circular economy, creating a cleaner, greener environment for current and future generations.
On an economic level, the DRS serves as a tool to meet high beverage packaging waste collection targets, aligning with new European regulations. For retailers, customers returning packaging may also spend their recovered deposit in the same store, attracting both regular and new customers. Additionally, RetuRO offers handling fees to retailers, covering expenses associated with managing the return point. The economic incentives, combined with environmental advantages, make the DRS a mutually beneficial initiative for retailers and the broader community.
Very important to mention: RetuRO’s activity will contribute significantly to raising public awareness about the importance of recycling and the specific benefits of the DRS, because RetuRO not only had to develop the system from scratch, but the company is also responsible for the information and civic education process to familiarize all participants with the Deposit Return System. Educational campaigns and outreach efforts will be visible across various media channels, ensuring that consumers are well-informed and actively engaged in the recycling process.”
What are your expectations regarding the evolution of the local market after the implementation of DRS?
“By next year, Romania is set to become the second-largest European country to adopt the DRS system, marking a significant milestone in our environmental initiatives. The project aims to revolutionize the perception of packaging, fostering a new environmental consciousness throughout Romania, regardless of whether the packaging is part of the system or not. As the program rolls out, the population will become increasingly aware of their environmental footprint.
DRS will be the backbone of the beverage recycling infrastructure in this country, it includes 80,000 packaging return points – retailers, 19 million engaged Romanians, 1,500 beverage, producers, and importers and a team of 600 from RetuRO and a much bigger one if we consider the entire ecosystem we are starting today.
DRS products are available on the market from 30 November, but reaching the shelves of the stores nationwide will happen progressively. The date marks only the start of a very complex process behind, that involves, first of all, the DRS beverages producers. They need to adhere to strict guidelines set regarding the placement, size, and visibility of the DRS logo on their product packaging. This ensures consistency across all products and makes it easier for consumers to identify eligible items for return. Thus, we will see products on the shelves over the next 3 to 4 months. And only those with the DRS logo and a specific barcode will be eligible for the return of the deposit.
It is essential to note that the introduction of packaging without the DRS symbol – Ambalaj cu garanție logo – is allowed on the market until December 31, 2023. After this date, the placing on the market of products in non-DRS packaging, lacking the symbol on the label, is prohibited, except for products already in the inventory of producers, importers, distributors, or retailers. These products without the DRS symbol on the label may be sold until June 30, 2024.”
What are the goals and objectives for RetuRO in 2024?
“We are committed to optimizing the system’s processes and functionalities to ensure an efficient and convenient experience for all economic operators and consumers. Adjustments and expansions will be implemented collaboratively with our partners, aligning with legislative developments and market needs.
The operation of the DRS will create a vast network of approximately 80,000 returning points, counting, and sorting centers. This logistical infrastructure will generate new job opportunities in beverage packaging waste management, contributing to local and national economic growth. Our goal is to achieve 600 green jobs by next spring, with at least 500 in RetuRO counting and sorting centers nationwide.
The development of packaging counting and sorting centers is an ongoing process which will expand throughout the entire next year, and our priority is to ensure that we have the capacity to handle the anticipated volumes to be brought to the market in the early stages of the system’s operation.
The DRS scale will be directly proportional to the availability of DRS packaging in the market and will gradually develop based on the volumes of packaging to be recovered. In the early stages of the program – the first three – four months – we expect to have a lower volume of DRS packages on the market.
Our first counting and sorting center in Bontida, Cluj County, is operational starting from November 30. The preparation of the second center in Giarmata, Timiș County, is underway and will be operational at the beginning of 2024. The next regional RetuRO centers will open in April, in Bacău County and Otopeni, and we will gradually announce new locations where we will open these collection and sorting centers in the coming period.
Regarding the development and implementation of the IT system, we will continue detailed testing of its core components, aiming to meet necessary quality standards. December will focus on rigorous testing and system error corrections, ensuring stability and security, and reducing the risk of failures while enhancing data protection.
As we surpass the early stages of the DRS, starting from the end of this year and the beginning of the next, the valuable contribution of our partners and, most importantly, the active involvement of Romanians will be crucial for the program’s success.”
How can Romania accelerate its transition to a circular economy? Why is this important for the country?
“The implementation of the Deposit Return System (DRS) in Romania is a monumental undertaking, touching every corner of the nation and impacting the lives of its diverse population of 19 million residents. This transformative project aims to usher in a cleaner and greener environment, aligning Romania with the circular economy targets set by the European Union and contributing significantly to the recycling market by providing substantial amounts of high-quality raw materials.
Examining success stories from across Europe, particularly in countries like Norway, Germany, and the Netherlands, unveils the incredible transformations that DRS has brought to these nations. Norway, for instance, boasts a remarkable 95% return and recycling rate for plastic bottles, showcasing a community deeply committed to environmental stewardship.
Romania can expedite its transition to a circular economy fostering awareness and education about sustainable practices at both individual and corporate levels. Encouraging responsible consumption, efficient waste management, and recycling initiatives will play an important role.
As the largest circular economy project in the country, DRS not only addresses environmental concerns but also brings about structural and cultural changes by instilling a sense of responsibility for sustainable practices.”
What kind of policies and initiatives should be tackled more to generate the strongest impact in terms of reducing waste and creating a stronger green environment?
“DRS involves the establishment of a comprehensive system for the return of beverage containers.
There should be a concerted effort to implement comprehensive public awareness campaigns. These initiatives should target citizens, businesses, and industries, emphasizing the advantages of a circular economy. The goal is to cultivate a culture of sustainability, highlighting the significance of responsible consumption, recycling, and waste reduction.
Critical to this endeavor is the investment in and development of robust infrastructure for waste management. This includes upgrading facilities for efficient collection, sorting, and recycling processes. Investments in recycling facilities, composting centers, and technology that facilitates the circular flow of materials are necessary.
Collaboration among stakeholders is another key aspect. The government should foster partnerships with industry players, non-governmental organizations, and the public. These collaborations aim to share knowledge, resources, and expertise to effectively implement circular economy initiatives.”
What are your main concerns for the foreseeable future?
“Given the ambitious vision and commitment outlined for the Deposit Return System (DRS) in Romania, my primary concerns are intertwined with the challenges and opportunities inherent in such an endeavor. The goal is to transform the culture and make recycling a habit, and this is credited not solely to technology but to a fundamental shift in people’s thinking and their interaction with the environment.
The concern lies in the necessity of replicating this cultural transformation in Romania, where recycling rates are currently low. However, this challenge is seen as a significant opportunity to revolutionize how the country treats its environment.”
What message would you like to convey to the stakeholders regarding the circular economy transition?
“First, I would like to highlight what will no longer be visible in Romania, thanks to DRS – the most visible and complex example of a system facilitating the transition to a circular economy in Romania: beverage packaging without value, scattered everywhere around us, polluting everything they touch. The heightened recycling rates will lead to a noticeable enhancement in the cleanliness of public spaces. The diminished littering of beverage containers in both urban and rural areas will foster a cleaner and more environmentally friendly landscape.
Also, one of the most noticeable impacts will be the establishment and enhancement of recycling infrastructure across the country. RetuRO’s DRS implementation involves the creation of return points, sorting facilities, and efficient logistics to facilitate the recovery and collection of beverage containers. The economic and environmental benefits of RetuRO’s DRS implementation will become visible and tangible. Increased recycling rates and the creation of a circular economy will positively impact both the environment and the economy, with visible reductions in waste and resource consumption.”
