Trovr celebrates two year anniversary of recycling rewards scheme with West Suffolk Council

Trovr is celebrating two years of its innovative recycling rewards initiative with West Suffolk Council, which has helped thousands of residents recycle single-use drink containers while supporting local recycling rates and reducing waste on the streets.

The initiative was launched to encourage behavioural change ahead of the UK’s forthcoming Deposit Return Scheme (DRS) and has created one of the first digitally connected recycling reward networks led by a local authority in England.

By combining reverse vending technology with Trovr’s rewards platform, the scheme enables residents to recycle PET plastic bottles and aluminium/steel cans, earning points that can be redeemed for rewards and giveaways.

Since launching, nearly 10,000 residents have signed up to the Trovr Consumer app, with more than 80 per cent of users actively collecting digital rewards for recycling their containers.

Over the past two years, the network has recorded over 5,600 recycling transactions, resulting in more than 32,000 plastic bottles and aluminium cans being recycled between February 2024 and January 2026.

Plastic containers account for 23,853 (74pc) of all containers collected, while 8,334 aluminium cans make up the remaining 26pc.

In total, the programme has diverted the equivalent of 451kg of recyclable material, including 334kg of plastic and 117kg of aluminium.

The environmental impact of the scheme is already measurable.

The materials recycled through the reverse vending machines have helped prevent an estimated 1,162kg of carbon emissions, which is comparable to the carbon absorbed by roughly 50 trees in a year, or the emissions produced by driving over 4,000 miles in a petrol car.

The initiative supports West Suffolk Council’s wider climate objectives by encouraging circular economy behaviour and strengthening existing recycling infrastructure.

At the same time, it is helping prepare both residents and retailers for the UK Government’s Deposit Return Scheme, which is scheduled to launch nationwide on 1 October 2027.

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.”

Reverse vending machines have been placed in several high-footfall community locations across West Suffolk, making recycling convenient and accessible for residents.

In Newmarket, machines can be found at The Guineas Shopping Centre and Newmarket Leisure Centre, as well as at West Suffolk College, in Bury St Edmunds, and Abbeycroft Leisure Centre, in Haverhill.

Following the success of Trovr’s rewards scheme across West Suffolk, two additional locations have joined the initiative outside of the district: Abbeycroft Leisure Centre, in Sudbury, and One Sixth Form College, in Ipswich, both now hosting reverse vending machines.

Beyond increasing recycling rates, the programme was designed to support local communities and businesses.

Residents receive digital reward points each time they recycle a container, which can then be redeemed through the Trovr Consumer app with participating local retailers and businesses.

This approach helps drive footfall to independent retailers while offering residents practical savings.

As the UK moves closer to the introduction of the national Deposit Return Scheme, initiatives such as the West Suffolk programme demonstrate how local authorities and technology partners can build the infrastructure, incentives and behaviours needed to support a more circular economy.

Since the installation in the Guineas Shopping Centre, the recycling machine has provided visitors to the centre with a convenient and rewarding way to recycle plastic bottles and cans, helping to encourage recycling within the community.

Over the past two years, the initiative has diverted thousands of recyclable containers from general waste, reinforcing The Guineas Shopping Centre’s dedication to reducing its environmental footprint.

The installation of Reverse Vending Machines forms part of a broader sustainability strategy at The Guineas Shopping Centre, and the centre has been recognised for its environmental efforts with three prestigious Green Apple Environmental Awards, highlighting its leadership in sustainable retail operations and community-focused environmental initiatives.

Following the success of the West Suffolk recycling programme, Trovr has launched its own TrovrQUBE recycling device.

The TrovrQUBE is designed specifically for independent retailers who want to participate in Deposit Return Schemes, offering a compact and cost-effective alternative to traditional reverse vending machines typically built for large supermarkets.

The machines in West Suffolk remain in place as the programme continues to grow in popularity.

Retailers and venues interested in taking part in the initiative, or looking to introduce a convenient recycling solution for their customers, are encouraged to get in touch with Trovr to learn more.