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Visa and TOMRA partner for sustainable recycling – Aarhus is the guinea pig


This post is also available in: Danish

Aarhus municipality is part of a pilot project

Visa, a global leader in digital payments, has announced an innovative partnership with TOMRA, a Norwegian company specializing in collection and sorting technology. The partnership aims to revolutionize recycling through an innovative system that offers instant financial rewards for recycling takeaway packaging.

Working with payment acquirer Shift4, this strategic partnership will allow consumers to receive instant payouts when they return recyclable packaging to TOMRA’s new, customized collection points. A pilot project has been launched in Aarhus, focusing on containers for hot and cold drinks, such as takeaway coffee cups. Consumers can simply use their contactless payment method on returns and receive a deposit refund directly linked to their account.

Create focus on sustainability

The partnership places sustainability at the core of the business strategy of both Visa and TOMRA.

“We are excited about this partnership with TOMRA as it fits perfectly with our core mission. From travel, tourism and resilient cities, to urban mobility, electric vehicle infrastructure, circularity and carbon footprint – sustainability is part of our core. It’s easy to get excited when Visa’s technology is used to help partners like TOMRA accelerate sustainable commerce and support consumers and businesses in making greener choices,” says Heidi Gohn, Visa Head of Merchants Sales & Acquiring in the Nordics and Baltics.

Likewise, Geir Saether, Senior Vice President & Head of TOMRA Reuse, points out that their goal is to contribute to a circular economy and promote sustainable behavior among consumers:

“I am very happy to announce our partnership with Visa! Together, TOMRA and Visa want to contribute significantly to the circular economy by implementing new solutions that ensure valuable resources are reused or recycled. We believe that our new automated collection points can play a crucial role in reducing environmental impact by promoting more sustainable behavior.”

Depending on the success of the pilot project, there are plans to expand the system to other types of packaging, highlighting the partnership’s potential for the future. Initiatives like this can help take decisive steps towards a green future where technology, economics and environmental consciousness can be seamlessly combined.

In summary, the partnership between Visa and TOMRA represents an innovative approach to recycling that not only rewards consumers financially, but also encourages more environmentally friendly behavior. It’s projects like this that help create hope for a safe and secure future.

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