Circular cups lead the new trend in environmental protection, opening up a win-win model for business and the environment.

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In Aarhus, Denmark, the coffee cups in people's hands are quietly sparking a "green revolution" – reusable cups are replacing disposable ones, making it possible to enjoy coffee without generating single-use waste. This urban experiment initiated by TOMRA not only turns environmental protection from a slogan into daily practice but also reveals new business opportunities behind the circular economy.

 

 

On January 17, 2025, to celebrate the successful one-year operation of the reusable pilot project jointly launched by TOMRA and the City of Aarhus, a special outdoor press conference was held in a small square in downtown Aarhus.

 

The Mayor of Aarhus, Jacob Bundsgaard, Nicolaj Bang, the Councillor for Technology and Environment of Aarhus, and Tove Andersen, CEO of TOMRA, all attended the event and delivered speeches.

 

On January 17, 2024, the reusable pilot project was officially launched in Aarhus: (from left) Nicolaj Bang, Councillor for Technology and Environment of Aarhus, Tove Andersen, CEO of TOMRA, and Jacob Bundsgaard, Mayor of Aarhus.

 

The project, which started on January 17, 2024, with a duration of three years, uses reusable cups as a starting point to explore the feasibility and benefits of transitioning cities from single-use packaging to reusable packaging. This event not only reviewed the achievements of the first year of the project but also

In Aarhus, Denmark, the coffee cups in people's hands are quietly sparking a "green revolution" – reusable cups are replacing disposable ones, and drinking coffee no longer generates single-use waste. This city experiment, initiated by TOMRA, not only turns environmental protection from a slogan into everyday practice but also reveals new business opportunities behind the circular economy.

In Aarhus, Denmark, the coffee cups in people's hands are quietly sparking a "green revolution" – reusable cups are replacing disposable ones, and drinking coffee no longer generates single-use waste. This city experiment, initiated by TOMRA, not only turns environmental protection from a slogan into everyday practice but also reveals new business opportunities behind the circular economy.

In Aarhus, Denmark, the coffee cups in people's hands are quietly sparking a "green revolution" – reusable cups are replacing disposable ones, and drinking coffee no longer generates single-use waste. This city experiment, initiated by TOMRA, not only turns environmental protection from a slogan into everyday practice but also reveals new business opportunities behind the circular economy.

 

 

 

 

 

 

 

On January 17, 2025, to celebrate the successful one-year operation of the reusable pilot project jointly launched by TOMRA and the city of Aarhus, Denmark, a special outdoor press conference was held in a small square in the center of Aarhus.

 

The Mayor of Aarhus, Jacob Bundsgaard, the City Councillor for Technology and Environment, Nicolaj Bang, and the CEO of TOMRA, Tove Andersen, all attended the event and gave speeches.

 

 

 

On January 17, 2025, to celebrate the successful one-year operation of the reusable pilot project jointly launched by TOMRA and the city of Aarhus, Denmark, a special outdoor press conference was held in a small square in the center of Aarhus.

On January 17, 2025, to celebrate the successful one-year operation of the reusable pilot project jointly launched by TOMRA and the city of Aarhus, Denmark, a special outdoor press conference was held in a small square in the center of Aarhus.

 

 

The Mayor of Aarhus, Jacob Bundsgaard, the City Councillor for Technology and Environment, Nicolaj Bang, and the CEO of TOMRA, Tove Andersen, all attended the event and gave speeches.

The Mayor of Aarhus, Jacob Bundsgaard, the City Councillor for Technology and Environment, Nicolaj Bang, and the CEO of TOMRA, Tove Andersen, all attended the event and gave speeches.

 

 

On January 17, 2024, the reusable pilot project was officially launched in Aarhus: (from left) Nicolaj Bang, Councillor for Technology and Environment of Aarhus, Tove Andersen, CEO of TOMRA, and Jacob Bundsgaard, Mayor of Aarhus.

 

The project, which started on January 17, 2024, will last for three years, starting with reusable cups, aiming to explore the feasibility and benefits of transitioning from single-use packaging to reusable packaging in the city. The event not only reviewed the achievements made in the first year of the project but also looked ahead to future directions and challenges.

 

On January 17, 2024, the reusable pilot project was officially launched in Aarhus: (from left) Nicolaj Bang, Councillor for Technology and Environment of Aarhus, Tove Andersen, CEO of TOMRA, and Jacob Bundsgaard, Mayor of Aarhus.

On January 17, 2024, the reusable pilot project was officially launched in Aarhus: (from left) Nicolaj Bang, Councillor for Technology and Environment of Aarhus, Tove Andersen, CEO of TOMRA, and Jacob Bundsgaard, Mayor of Aarhus.

 

 

The project, which started on January 17, 2024, will last for three years, starting with reusable cups, aiming to explore the feasibility and benefits of transitioning from single-use packaging to reusable packaging in the city. The event not only reviewed the achievements made in the first year of the project but also looked ahead to future directions and challenges.

The project, which started on January 17, 2024, will last for three years, starting with reusable cups, aiming to explore the feasibility and benefits of transitioning from single-use packaging to reusable packaging in the city. The event not only reviewed the achievements made in the first year of the project but also looked ahead to future directions and challenges.

 

 

Consumer Participation: Clever Use of the Deposit System

Consumer Participation: Clever Use of the Deposit System

Consumer Participation: Clever Use of the Deposit System

Consumer Participation: Clever Use of the Deposit System

In the cafes and fast-food restaurants of Aarhus, consumers can choose to use a reusable cup instead of a disposable one when purchasing takeaway drinks, with an additional 5 Danish kroner (about 5 RMB) required as a deposit for choosing the reusable cup. After finishing their drink, consumers can return the cup to a nearby automated recycling machine at any time within 7 days, and the deposit will be refunded immediately via the original payment method. This deposit system not only helps to encourage consumer participation but also ensures a high recovery rate of the reusable cups, reducing the potential loss risks faced by merchants.

 

In the cafes and fast-food restaurants of Aarhus, consumers can choose to use a reusable cup instead of a disposable one when purchasing takeaway drinks, with an additional 5 Danish kroner (about 5 RMB) required as a deposit for choosing the reusable cup. After finishing their drink, consumers can return the cup to a nearby automated recycling machine at any time within 7 days, and the deposit will be refunded immediately via the original payment method. This deposit system not only helps to encourage consumer participation but also ensures a high recovery rate of the reusable cups, reducing the potential loss risks faced by merchants.

In the cafes and fast-food restaurants of Aarhus, consumers can choose to use a reusable cup instead of a disposable one when purchasing takeaway drinks, with an additional 5 Danish kroner (about 5 RMB) required as a deposit for choosing the reusable cup. After finishing their drink, consumers can return the cup to a nearby automated recycling machine at any time within 7 days, and the deposit will be refunded immediately via the original payment method. This deposit system not only helps to encourage consumer participation but also ensures a high recovery rate of the reusable cups, reducing the potential loss risks faced by merchants.

 

 

 

 

A Win-Win for Businesses and Consumers

A Win-Win for Businesses and Consumers

A Win-Win for Businesses and Consumers

A Win-Win for Businesses and Consumers

TOMRA not only provides customized automatic recycling machines but also takes responsibility for emptying these machines and transporting the recyclables to Aarhus's industrial disinfection facilities. After professional disinfection and quality checks, the cups are reintroduced into the system for retailers to use.

 

TOMRA not only provides customized automatic recycling machines but also takes responsibility for emptying these machines and transporting the recyclables to Aarhus's industrial disinfection facilities. After professional disinfection and quality checks, the cups are reintroduced into the system for retailers to use.

TOMRA not only provides customized automatic recycling machines but also takes responsibility for emptying these machines and transporting the recyclables to Aarhus's industrial disinfection facilities. After professional disinfection and quality checks, the cups are reintroduced into the system for retailers to use.

 

 

 

This method allows companies to avoid handling the recycling and disinfection of packaging themselves, thereby reducing operational costs and improving recycling efficiency. Companies no longer have to worry about dealing with cumbersome disposable packaging waste, nor do they need to be concerned about the pressure from rising packaging costs. As a result, the entire process becomes more streamlined and efficient, facilitating the optimal use of resources by all parties and promoting win-win cooperation among them.

 

 

 

This method allows companies to avoid handling the recycling and disinfection of packaging themselves, thereby reducing operational costs and improving recycling efficiency. Companies no longer have to worry about dealing with cumbersome disposable packaging waste, nor do they need to be concerned about the pressure from rising packaging costs. As a result, the entire process becomes more streamlined and efficient, facilitating the optimal use of resources by all parties and promoting win-win cooperation among them.

This method allows companies to avoid handling the recycling and disinfection of packaging themselves, thereby reducing operational costs and improving recycling efficiency. Companies no longer have to worry about dealing with cumbersome disposable packaging waste, nor do they need to be concerned about the pressure from rising packaging costs. As a result, the entire process becomes more streamlined and efficient, facilitating the optimal use of resources by all parties and promoting win-win cooperation among them.

 

 

 

After nearly a year of pilot operation, the Aarhus municipal government, in collaboration with consulting firm Epinion, conducted a satisfaction survey among local residents. The results showed that most users were satisfied with the TOMRA REUSEABLE system, and the higher the usage frequency, the higher the satisfaction level. This indicates that consumers are able to accept the mechanism of returning reusable cups to automatic recycling machines on their own. As the number of consumers using the TOMRA system and the frequency of use increase, it is foreseeable that consumer acceptance of the recycling model will improve, thereby further promoting the expansion of the circular market.

 

 

 

After nearly a year of pilot operation, the Aarhus municipal government, in collaboration with consulting firm Epinion, conducted a satisfaction survey among local residents. The results showed that most users were satisfied with the TOMRA REUSEABLE system, and the higher the usage frequency, the higher the satisfaction level. This indicates that consumers are able to accept the mechanism of returning reusable cups to automatic recycling machines on their own. As the number of consumers using the TOMRA system and the frequency of use increase, it is foreseeable that consumer acceptance of the recycling model will improve, thereby further promoting the expansion of the circular market.

After nearly a year of pilot operation, the Aarhus municipal government, in collaboration with consulting firm Epinion, conducted a satisfaction survey among local residents. The results showed that most users were satisfied with the TOMRA REUSEABLE system, and the higher the usage frequency, the higher the satisfaction level. This indicates that consumers are able to accept the mechanism of returning reusable cups to automatic recycling machines on their own. As the number of consumers using the TOMRA system and the frequency of use increase, it is foreseeable that consumer acceptance of the recycling model will improve, thereby further promoting the expansion of the circular market.

 

 

*Between November 26 and December 8, 2024, a total of 1,039 residents in Aarhus provided feedback on their satisfaction.

 

*Between November 26 and December 8, 2024, a total of 1,039 residents in Aarhus provided feedback on their satisfaction.

*Between November 26 and December 8, 2024, a total of 1,039 residents in Aarhus provided feedback on their satisfaction.

 

 

Achieving both social and environmental value

Achieving both social and environmental value

Achieving both social and environmental value

Achieving both social and environmental value

Compared to the use of disposable takeaway packaging, reusable takeaway packaging shows significant advantages in reducing greenhouse gas emissions. In addition, the system has created more job opportunities locally, achieving a win-win for both environmental and social benefits.

 

By the end of last year, the reusable cups in Aarhus had been used over 750,000 times, equivalent to saving the same number of disposable cups. The most frequently used reusable cup reached an impressive 33 cycles, far exceeding expectations.

 

Compared to the use of disposable takeaway packaging, reusable takeaway packaging shows significant advantages in reducing greenhouse gas emissions. In addition, the system has created more job opportunities locally, achieving a win-win for both environmental and social benefits.

Compared to the use of disposable takeaway packaging, reusable takeaway packaging shows significant advantages in reducing greenhouse gas emissions. In addition, the system has created more job opportunities locally, achieving a win-win for both environmental and social benefits.

 

 

By the end of last year, the reusable cups in Aarhus had been reused over 750,000 times, equivalent to saving an equal number of single-use cups. The most frequently used reusable cup reached an astonishing 33 cycles, far exceeding expectations.

 

 

 

These figures are not only a testament to environmental success but also a demonstration of commercial viability. The coffee shops and fast-food restaurants participating in the project have not only reduced their packaging costs but also enhanced their brand image, attracting more consumers. This proves that reusable cups are not only feasible but also hold significant commercial potential.

 

The pilot project for reusable cups launched by TOMRA in Aarhus, Denmark, has not only brought significant environmental benefits to the local area but also provided valuable experience for the sustainable development of the global food service industry.

 

 

These numbers are not only an achievement in environmental protection but also a demonstration of business success. The coffee shops and fast-food restaurants participating in the project have not only reduced packaging costs but also enhanced their brand image, attracting more consumers. This proves that reusable cups are not only feasible but also have great commercial potential.

 

 

TOMRA's pilot project for reusable cups in Aarhus, Denmark, has not only brought significant environmental benefits to the local area but also provided valuable experience for the sustainable development of the global catering industry.

 

 

 

 

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