“Mülltrennung wirkt” is an initiative of the dual waste disposal system in Germany, which organizes the collection, sorting and recycling of used sales packaging with service providers from the disposal and recycling sector.

Ten dual systems are currently involved in the national initiative.

The initiative aims to explain the system to consumers, dispel errors and myths, and motivate as many people as possible to participate.

The need for action for awareness-raising work is clear since on average 30% of yellow bags and bins contain residual waste, which makes it more difficult to recycle valuable raw materials.

Commenting on the partnership, Mario Neuwirth, Head of Sustainable Purchasing at Kaufland, said: “Thanks to the close cooperation with the environmental division PreZero, which like Kaufland belongs to the Schwarz Group, we are very familiar with the conditions and challenges of ‘an optimal recycling process. .

“Proper waste segregation is essential for this and only if everyone is involved can as much recyclable material as possible be left in the cycle.”

Axel Subklew, spokesperson for “Mülltrennung wirkt”, said: “With Kaufland we can again significantly increase the reach of our initiative.

“This is great, because the more we educate consumers about the correct waste separation and motivate them to participate, the greater the effect on the environment, resources and climate. “

Waste reduction

As part of the Schwarz group’s transversal plastic strategy, Kaufland has reaffirmed its commitment to promoting the circular economy and has set itself the target of using at least 20% recycled materials in its own-brand packaging. by 2025.

By using recycled products, new plastic production and the amount of waste can be significantly reduced.

Whether practical advice for the correct separation of waste or simply information on the climate and conservation of resources through recycling, the initiative “Mülltrennung wirkt” attracts attention and motivates to participate in a striking way. with humorous messages.

Kaufland is making a comprehensive set of advertising space and communication channels available across the country to disseminate the initiative.

For example, in-store posters and radio spots at branch offices draw attention to proper waste segregation.

In addition, there are website placements and joint social media campaigns.

Consumers play a central role in recycling, because with consistent waste separation, packaging can be recycled and put back into the material cycle.

The effect is positive in several respects, as it leads to a significant reduction in resource consumption and greenhouse gas emissions.

© 2021 European supermarket magazine. Article by Conor Farrelly. For more information on retail, click here. Click on subscribe register for ESM: European Magazine of Supermarkets.