Posted on October 17, 2011

Averda, the MENA region's leading provider of environmental solutions, unveiled its Reverse Vending Machine (RVM) technology - a revolutionary breakthrough in consumer recycling at the ecoQ exhibition in Qatar.

The annual trade fair, held under the patronage of the Ministry of Environment, explores advancements in innovative and environmentally conscious initiatives, products, and services.

The RVM introduced by Averda represents both a new media channel and a new concept in recycling designed for public spaces. Working on the concept of a vending machine, the RVM accepts an input of recyclables like aluminum cans, glass bottles, and plastic bottles in return for an output of points that can be redeemed for various rewards.

Rewards may include discounts from participating retailers or donations to charities or environmental causes. As an ideal spot to advertise environmentally-friendly products, services, and campaigns, the vending machine is not only a way to encourage people to recycle, but also to offer companies that support sustainability an opportunity to increase the visibility of their activities.

HE Abdullah Bin Mubarak Al Midhadi, Minister of Environment, visits Averda's stand

This multipurpose design makes the RVM both an interactive recycling mechanism and an effective media channel for green advertisers.

"At Averda, we are dedicated to finding innovative solutions that will lead to a cleaner, greener future for the cities where we operate. By finding new ways to interact with the communities we serve, we aim to gain their trust and secure their participation in initiatives that will help to create a more sustainable future for us all," said Malek Sukkar, CEO of averda. "RVMs offer the long-term reward of a more sustainable future with the short-term reward of points that can be redeemed at leisure. It is a call to action for the local population that makes recycling more accessible, easy, user-friendly, and rewarding than ever before."

Following the successful launch of RVM in the UAE and Lebanon, Averda showcased RVMs at ecoQ with an aim to introduce it to Qatar, as part of an initiative to bring the technology to other countries in the GCC. In addition to RVMs, Averda also discussed its newly launched PROSHRED service, which offers an eco-friendly way of securely disposing of confidential documents and electronic data storage.

"Currently we offer a wide range of environmental services in Qatar, from city beautification and integrated waste management to caring for specialized recycling facilities at specific industrial sites," said Tarek Khouri, Managing Director of Averda Qatar. "We are eager to expand our activity in this market in a way that is to the benefit of both the public and private sector, to help participate in the building of a sustainable future for Qatar as it passes through such a rapid phase of decisive development."

source: Ameinfo