Tetra Pak, Mega Image pioneer carton recycling trial in Romanian cities

EUROPE – Food packaging giant Tetra Pak has teamed up with supermarket chain Mega Image to start an eight-month pilot program in Bucharest and Brașov, Romania, aimed at collecting used beverage and dairy cartons via reverse vending machines. 

The effort, which launched this month, marks the first major European push dedicated solely to recovering carton packaging for soft drinks and dairy items.

Under the program, Tetra Pak commits to accepting every beverage and dairy carton sold in Romania, regardless of brand or producer. 

Customers in the two cities can now drop off their empty packs at machines placed in select Mega Image stores. For each valid return, they earn a 0.5 lei (US$0.11) voucher redeemable across the retailer’s entire network. 

The devices handle cartons up to 2 liters, covering items such as milk, plant-based drinks, juices, liquid cream, and whipping cream. 

To qualify, packs must arrive empty, rinsed, undamaged, with a visible barcode and attached cap.

This initiative involves collaboration with Maspex, Tomra, and Brai Cata, who handle logistics and processing. 

Seven machines are active so far, six in Brașov and one in Bucharest, with the group targeting one million collections by the trial’s end. 

According to the project details, the setup addresses gaps in Romania’s current recycling infrastructure, where carton recovery rates lag behind those of other materials.

“Initiatives like this bring recycling closer to everyday shopping routines,” said Adela Elsie, sustainability director at Tetra Pak for Central and Eastern Europe. 

She added that the program would provide essential data on consumer participation to guide broader system improvements. 

Mega Image’s environmental manager, Mihai Popescu, noted in a statement that the voucher system encourages shoppers to take immediate action, turning waste into a small reward.

The trial’s data will inform potential regulatory tweaks and investments in expanded collection points. 

Partners plan to release a full analysis after the period, evaluating whether to maintain the current scale or roll out more machines nationwide. 

Early feedback from store staff indicates steady usage, with hundreds of cartons already processed in the first week.

Romania’s push aligns with EU directives pushing for higher packaging recovery rates by 2030. Tetra Pak, which supplies over 80% of the country’s beverage cartons, sees the pilot as a step toward closing the loop on material recovery. 

Brai Cata, the local collection authority, handles sorting and transport to recycling facilities, ensuring all accepted packs enter certified streams.

If successful, the model could inspire similar setups elsewhere in the region, where dairy and drink cartons often end up in mixed waste. 

Consumers have welcomed the convenience, with one Brașov resident telling local media, “It’s easy to return while grabbing groceries, finally, a reason to rinse the milk box.” 

The program’s focus on inclusivity and acceptance of all brands sets it apart from brand-specific drives.

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