Majid Al Futtaim, Coca-Cola ME & Sparklo Partner for Circular Communities

Majid Al Futtaim, the exclusive operator of Carrefour in the United Arab Emirates, has joined forces with Coca-Cola Middle East and UAE-based cleantech startup Sparklo to expand its recycling programme. This new partnership is centred around the Reverse Vending Machine (RVM) initiative, with Coca-Cola set to manage the machines across several Carrefour locations. The collaboration reflects a shared ambition to foster an eco-conscious community and drive innovation in sustainability, reinforcing the UAE’s commitment to a greener future.

Empowering Customers Through Technology and Incentives

Launched in July 2023, Carrefour’s RVM initiative has been instrumental in encouraging customers to adopt sustainable habits. Developed in partnership with Sparklo, the initiative uses smart vending technology that allows consumers to recycle plastic bottles and aluminium cans. Users can track their activity through the Sparklo app, earning reward points for every item recycled. These points can be redeemed for benefits such as Carrefour discounts and reduced-price taxi rides, making sustainability both rewarding and accessible.

Impressive Impact and Future Potential

According to Sparklo’s 2024 data, the RVM programme is projected to collect more than 1.8 million containers annually, averaging over 1,000 bottles and cans per day. This large-scale recovery of recyclable materials not only reduces plastic and metal waste but also significantly contributes to cutting carbon emissions. The initiative highlights how small individual actions, when aggregated, can yield meaningful environmental outcomes.

Commenting on the partnership, Jean-Luc Graziato, Chief Operating Officer at Majid Al Futtaim - Retail, said: “We are committed to playing an active role in advancing sustainability across the UAE, in support of the nation’s vision for environmental leadership and its ambitious goals around waste reduction and responsible consumption. Our partnership with Coca-Cola and Sparklo is a powerful example of how collaboration can drive scalable impact. By leveraging advanced technologies, we are transforming our retail spaces to serve a greater purpose; empowering customers to actively participate in building a circular economy."

"At Coca-Cola, we aim to grow our business in ways that drive positive change and build a more sustainable future for our planet. Through our partnership with Majid Al Futtaim and Sparklo, we are making it easier for people in the UAE to recycle and contribute to circularity and sustainability. This initiative is part of our broader efforts to improve waste collection and strengthen local recycling infrastructure, helping to build a circular economy where packaging is collected, recycled, and reused," said Andrew Buckingham, Vice President and General Manager at The Coca-Cola Company Middle East.

“We’re glad to see our joint initiative with Majid Al Futtaim now supported by Coca-Cola. It shows a shared commitment to making it simple and engaging for people to recycle bottles and cans. Together, we’re building the infrastructure to collect every bottle in the UAE and show what real progress on sustainability can look like,” added Maxim Kaplevich, Founder and CEO of Sparklo.

Supporting National Sustainability Goals

This initiative directly aligns with the UAE’s Circular Economy Policy 2031, which targets diverting 75% of waste from landfills by 2030. By encouraging recycling, material reuse, and reducing dependency on virgin resources, the partnership between Carrefour, Coca-Cola, and Sparklo is accelerating the nation’s shift toward a circular economy. The programme stands as a model of how private sector collaboration can bolster national sustainability strategies.

Strategic Deployment Across Major Locations

The Reverse Vending Machines have been strategically installed across prominent Carrefour stores to maximise consumer participation. These include locations at Ibn Battuta Mall, City Centre Mirdif, City Centre Deira, and Burjuman Mall in Dubai, as well as Dalma Mall in Abu Dhabi. By placing RVMs in high-traffic areas, the initiative ensures convenience and visibility, inviting more residents to engage in eco-friendly behaviour as part of their everyday shopping experience.