The National Cup Recycling Scheme, Keep Wales Tidy and Bower app have launched a first-of-its-kind AI technology trial that pays consumers to recycle paper cups across Cardiff.
The National Cup Recycling Scheme has launched an artificial intelligence powered paper cup recycling initiative in Cardiff that rewards consumers for recycling used cups. The three-month trial, which began today (22 April), uses image recognition technology to identify and verify cup returns at participating outlets.
The scheme, developed in partnership with Keep Wales Tidy and waste sorting app Bower, allows participants to earn a 5p reward for each cup recycled at Caffè Nero, Costa Coffee, Greggs, McDonald's and Pret a Manger stores across Cardiff.
Unlike traditional barcode-based systems, Bower’s app uses AI photographic detection to identify paper cups without requiring specific packaging identifiers.
Darren Hughes, Waste and Recycling Specialist at Costa Coffee, commented: "As a founding member of the National Cup Recycling Scheme, Costa Coffee is committed to increasing cup recycling across the UK. This pilot with Bower is an exciting opportunity to test new ways to engage customers and reward them for recycling their cups. By working together with our partners, we can continue to innovate and find practical solutions that make recycling easier and more accessible for everyone."
Industry collaboration
While reusable cup adoption continues to grow, single-use cups remain a significant waste challenge, with approximately 2.5 billion paper cups disposed of in the UK annually.
The National Cup Recycling Scheme, launched by Valpak in 2018 with a financial incentive of £70 per tonne for collectors, is designed to increase cup recycling across the UK by funding incentives for collectors and improving recycling accessibility for businesses and consumers.
Hannah Osman, National Cup Recycling Manager at Valpak, highlighted the potential to scale the project beyond the initial trial: "By funding this project, we are helping to drive real change in consumer recycling habits while ensuring valuable cup materials are kept in circulation. Collaboration is key to tackling waste, and this pilot demonstrates how brands, technology, and communities can come together to create practical solutions that drive real environmental impact. We're excited about the potential to expand this initiative, making it even easier for people across the UK to recycle their cups while earning rewards through Bower."
To support the initiative, Keep Wales Tidy is running an awareness campaign featuring promotional materials on train station screens, high street displays, and in-store signage.
Paul Irwin-Rhodes, Head of Sustainability & SHE at Greggs, emphasised the alignment with corporate sustainability commitments: "As outlined in The Greggs Pledge, we're committed to reducing waste and making it easier for our customers to recycle. Being part of this initiative allows us to trial a simple and rewarding way for people to return their used cups, while ensuring they are properly recycled. By working together with other brands and using technology like Bower, we can explore new, innovative solutions and drive positive change by increasing cup recycling, supporting a circular economy, and giving these materials a second life."
The technology itself represents a significant advancement in recycling verification. Berfin Mert, Co-founder at Bower, explained: "We're excited to support Cardiff's groundbreaking initiative, which features the world's first paper cup recycling scheme powered by AI. Thanks to the AI object detection technology, developed in collaboration with Google, consumers can instantly identify and recycle their paper cups and get rewarded for their good acts. This collaboration showcases how technology, brands and communities can come together to tackle waste and drive real environmental change."
Owen Derbyshire, CEO of Keep Wales Tidy, added: "At Keep Wales Tidy, we're always looking for innovative ways to tackle waste and protect our environment. This scheme is a fantastic opportunity for Cardiff to lead the way in paper cup recycling, showing how small actions - like returning a used cup - can add up to a big impact. By working together across industries and engaging the public, we can reduce litter, keep valuable materials in circulation, and move towards a more sustainable future for Wales."
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How will the government and DMOs address the challenges of including glass in DRS while ensuring a level playing field across the UK?
There's no easy solution to include glass in the DRS while maintaining a level playing field. Potential approaches include a phased introduction of glass, potentially with higher deposits to reflect its logistical challenges. The government and DMOs could incentivise innovation in glass packaging design and subsidise dedicated return points for glass-handling. Exemptions for smaller businesses unable to handle glass might also be necessary. Any successful solution will likely blend several approaches. It must address the differing priorities of devolved administrations, balance environmental benefits with logistical and cost implications, and be supported by robust consumer education campaigns emphasizing the importance of glass recycling.