Nespresso has launched a new Recycling Rewards scheme, offering consumers incentives to recycle their used aluminium coffee capsules at Nespresso boutiques.

From now until the end of June, anyone who returns a full bag of 100 used aluminium coffee capsules of any kind to a Nespresso boutique can receive a free gift in return, such as a free sleeve of Nespresso coffee, a notebook made with recycled coffee grounds, and a beach towel. To claim the gift, participants must simply register their recycling via a QR code in store.

The initiative is an important step in Nespresso’s sustainability strategy and path towards net zero, according to Nespresso Oceania general manager, Jean-Marc Dragoli.

“Throughout our history, we have pioneered initiatives to create a sustainable coffee economy and use coffee as a force for good, from our AAA Sustainable Quality program to our nationwide coffee capsule recycling program,” he said.

“Over the last decade, our recycling program has evolved to ensure convenient access to every customer in Australia, with multiple channels for involvement. Now, we are exploring new ways to accelerate participation, starting with boutiques.

“The Recycling Rewards trial is part of a broader strategy which seeks to better understand recycling behaviour, raise awareness of and engagement with our recycling program, and give more aluminium coffee capsules a second life.”