Averda, a leading environmental solutions provider within the region, launched the region’s first reverse vending machine in the UAE, following its successful rollout in Lebanon.

The company said the exciting new recycling initiative will allow consumers to participate in “doing good” in their communities through recycling.

The UAE will be the first country to witness the initial RVM launch, with a planned rollout across Saudi in late 2011, with Qatar and Oman to follow in 2012, said Averda in a statement.

The launch of the exciting new venture was held at the Club Lounge in The Address, Dubai Marina, UAE, representing a new addition to averda’s extensive range of services in the UAE.

During the launch event, attendees were presented with the unique opportunity to interact first-hand with the RVMs, by depositing their recyclables, cans and plastic bottles, into the machines to receive the incentive vouchers distributed as a reward for recycling.

Malek Sukkar, CEO of averda and Habib Wehbe, CEO of HyperMedia signed an agreement confirming that HyperMedia, the out-of-home subsidiary of Rotana Media Services, will handle the advertising rights of the RVM venture in the region.

RVMs are easy to use, it enables consumers to deposit their recyclable plastic bottles and aluminum cans into the machine and be rewarded with points that can be redeemed at participating retailers across the region, said the company.

They offer a pioneering perspective on recycling, and have the potential to create a significant impact on communities in terms of waste management and recycling.

“The introduction of this new and exciting initiative comes in line with averda’s vision and values for providing cleaner, greener environments in the areas which it serves. Averda is raising the bar yet again in bringing innovative environmental solutions to the region,” remarked Sukkar.

“RVMs represent the newest technological recycling innovation to be added to our diverse, existing services, adding more value to the comprehensive innovative solutions that we are able to offer – such as our recently launched iaverda app,” he added.

Habib Wehbe, CEO of HyperMedia, said, “We are proud to have been selected as averda’s commercial partner in the development of this unique green initiative.”

The RVMs, he said, will be located in high-traffic pedestrian areas across the region such as shopping malls, schools and universities, sports venues, supermarkets and private communities.

'The RVMs will offer top brands new ways to capitalize on this unique advertising opportunity, including coupons, sponsorships and various branding options,' he added. 

The technology is provided by Tomra, the leading global provider of reverse vending machines that enable the recovery and recycling of materials in addition to rewarding responsible consumers.-TradeArabia News Service