Consumers in Cardiff can now earn 5p for every paper cup they return to one of several chain stores in the city centre thanks to a new AI and sustainability-related project which got under way this week.
The scheme run by Keep Wales Tidy, the National Cup Recycling Scheme, and waste sorting app Bower involves Caffè Nero, Costa Coffee, Greggs, McDonald’s and Pret a Manger.
Customers purchasing drinks in paper cups from these retailers can download the Bower app, scan their cup with the AI-powered photoscanner, and return it to a participating store for recycling. Each returned cup earns a 5p reward via the app, incentivising disposal and ensuring the cups are fully recycled.
In a world when AI and sustainability do not often sit comfortably, due to the high energy use and compute power involved in supporting this technological evolution, this cup recycling is an example of a positive intersection where tech meets sustainability.
It is estimated 2.5 billion paper cups are disposed of annually in the UK – many ending up as litter or in landfill due to improper recycling. Paper cups cannot be recycled within regular recycling at home either, but specialist cup recycling is possible – and this AI and sustainability project aims to raise awareness of the opportunities.
There have been multiple attempts regionally and nationally to boost cup and takeaway packaging recycling and increase the use of reusables in society in order to cut down on the waste generated, without making huge headway. Maybe this one will be different.
Owen Derbyshire, CEO of Keep Wales Tidy, an environmental charity, said: “At Keep Wales Tidy, we’re always looking for innovative ways to tackle waste protect our environment.
“This scheme is a fantastic opportunity for Cardiff to lead the way in paper cup recycling, showing how small actions – like returning a used cup – can add up to a big impact. By working together across industries and engaging the public, we can reduce litter, keep valuable materials in circulation, and move towards a more sustainable future for Wales.”
Hannah Osman, National Cup Recycling manager at Valpak, an enviornmnetal compliance organisation, commented: “By funding this project, we are helping to drive real change in consumer recycling habits while ensuring valuable cup materials are kept in circulation.
“Collaboration is key to tackling waste, and this pilot demonstrates how brands, technology, and communities can come together to create practical solutions that drive real environmental impact.”
Bower already works with more than 550 brands and has 700,000 users worldwide. Its technology will help track participation in the scheme and offer rewards to those involved.
Berfin Mert, co-founder at Bower, added: “Thanks to the AI object detection technology, developed in collaboration with Google, consumers can instantly identify and recycle their paper cups and get rewarded for their good acts.
“This collaboration showcases how technology, brands and communities can come together to tackle waste and drive real environmental change.”
The pilot runs for three months at the following Cardiff sites:
- Caffe Nero, St David’s Shopping Centre
- Caffe Nero, Trinity St
- Costa Coffee, The Hayes
- Costa Coffee, St David’s Shopping Centre
- Costa Coffee, Queen St
- Costa Coffee, Park Place
- Costa Coffee, Cardiff Central Train Station
- Greggs, Central Square
- Greggs, The Hayes
- Greggs, Caroline St
- Greggs, St David’s Shopping Centre
- Greggs, St Marys St
- Greggs, 34 Queen St
- Greggs, 140 Queen St
- Greggs, Park Place
- Greggs, Cardiff University Park Place
- McDonald’s, St Marys St
- McDonald’s, Queen St
- Pret a Manger, Central Square
- Pret a Manger, St David’s Shopping Centre
[image credit: Green Retail World]
