Trovr is marking the second anniversary of its recycling rewards initiative with West Suffolk Council, a programme that has engaged thousands of residents in recycling single-use drink containers. The scheme combines reverse vending technology with a digital rewards platform to encourage recycling while supporting local waste reduction efforts.
Since its launch in February 2024, the initiative has recorded more than 5,600 recycling transactions. Over that period, 32,187 plastic bottles and aluminium cans have been collected, with close to 10,000 residents signing up to the Trovr Consumer app.
The programme was introduced ahead of the UK’s planned Deposit Return Scheme, which is due to come into effect in October 2027. It is one of the first digitally connected recycling reward networks led by a local authority in England, designed to encourage behaviour change while building familiarity with deposit-based systems.
Residents using the scheme can recycle PET plastic bottles and aluminium or steel cans at designated locations, earning points through the app. These points can then be redeemed with participating local retailers, linking recycling activity with local economic activity.
Data from the first two years shows that plastic bottles accounted for 23,853 units, or 74% of total collections. Aluminium cans made up the remaining 8,334 units, representing 26% of the total.
In total, the initiative has diverted around 451kg of recyclable material from general waste streams. This includes 334kg of plastic and 117kg of aluminium, contributing to measurable environmental outcomes at a local level.
The council estimates that the materials collected through the scheme have prevented approximately 1,162kg of carbon emissions. This is comparable to the carbon absorbed by around 50 trees in a year or emissions generated from driving more than 4,000 miles in a petrol car.
The scheme forms part of West Suffolk Council’s wider approach to climate and waste reduction. By integrating digital incentives with physical recycling infrastructure, the programme aims to strengthen recycling habits while preparing residents for national policy changes.
Janne Jarvis, Councillor for Newmarket North, said: “This project began as an idea I had as a private citizen before becoming a councillor, inspired by the Deposit Return Schemes common across the Nordic countries. From the beginning it has been a collaboration between local activism, innovative technology, and strong community partnerships.
“When we launched the scheme in Newmarket in February 2024 there was still no national roadmap for the UK’s Deposit Return Scheme, which highlights how pioneering this initiative was at the time. The project was later highlighted in national news as a local response to the UK’s plastic pollution crisis and became the first fully operational council-led reverse vending scheme in the UK, demonstrating how local communities can take practical steps to tackle plastic waste ahead of national policy.
“It has been incredibly encouraging to see the impact it has had in changing behaviour, educating residents, and increasing recycling locally. The recent adoption of the model by Cambridge also shows how ideas developed in local communities can spread and inspire wider change.
“What started as a conversation between myself and Trovr when I was still a private citizen has grown into a pioneering partnership helping shape how communities prepare for the UK’s Deposit Return Scheme.”
Reverse vending machines have been installed in several locations across West Suffolk, including The Guineas Shopping Centre and Newmarket Leisure Centre, as well as West Suffolk College in Bury St Edmunds and Abbeycroft Leisure Centre in Haverhill. Additional sites outside the district, including locations in Sudbury and Ipswich, have also joined the network following its expansion.
The accessibility of these machines has been central to participation, placing recycling points in high-footfall areas. The approach aims to make recycling a routine activity rather than a separate task.
Cllr Gerald Kelly, Cabinet Member for Environment and Regulatory at West Suffolk Council, said: “I am delighted that two years on this pioneering scheme has been such a success, as evident in over 32 thousand single-use drink containers being recycled. Having started in two West Suffolk towns, the trial has expanded across and beyond the district as communities showed their enthusiasm for the initiative and recycling.
“By working with partners to combine innovation and environmental responsibility, the trial serves as a model for other councils looking to implement similar programmes. The support received is a promising sign as we look toward the national rollout of theDeposit Return Scheme and other circular economy initiatives to bolster our environmental resilience.”
Alongside environmental outcomes, the programme has been designed to support local businesses. Rewards earned through recycling can be spent with participating retailers, creating a link between waste reduction and local economic activity.
At The Guineas Shopping Centre, where one of the machines is located, the initiative has become part of a wider environmental strategy. The centre has received three Green Apple Environmental Awards in recognition of its sustainability efforts.
Ross McKittrick, Centre Manager for The Guineas Shopping Centre, commented: “We are incredibly proud to mark the two-year anniversary of the Reverse Vending Machines at The Guineas. This initiative reflects our commitment to sustainability and ourdetermination to make it easier for our shoppers and local community to make environmentally responsible choices. The positive engagement we’ve seen over the past two years shows that when we provide simple, accessible solutions, our community responds.”
The programme has also informed the development of Trovr’s own recycling technology. Following its deployment in West Suffolk, the company has launched the TrovrQUBE, a compact, self-service recycling unit aimed at independent retailers.
The TrovrQUBE is designed as a smaller and more cost-effective alternative to traditional reverse vending machines, which are often used by large supermarkets. It is intended to widen access to recycling infrastructure as the UK prepares for the Deposit Return Scheme.
The West Suffolk machines remain in place and continue to be used as the programme expands. Trovr and the council have indicated that further growth is expected as awareness increases and additional sites are added.
Nick Yeatman, CEO at Trovr, said: “Our work with West Suffolk Council is a perfect example of how modernising recycling infrastructure has a huge impact on shaping recycling habits. We’re grateful for the support of West Suffolk Council and supporting partners in making this scheme a success, and look forward to the continued expansion of the scheme in the build up to the DRS launch in 2027”.
As the UK moves towards a national Deposit Return Scheme, local initiatives such as the West Suffolk programme provide an early indication of how digital incentives and accessible infrastructure can influence recycling behaviour.
