Barcelona has taken a major step towards sustainability with the launch of a city-wide initiative to promote reusable packaging for take-away food and drinks. Led by Rezero and supported by the Barcelona city council, the ‘Take Away Retornable’ campaign aims to replace single-use containers with reusable systems that are convenient and accessible for both businesses and customers. The initiative is part of the larger ReuSe Vanguard Project (RSVP), a pan-European movement focused on reducing waste and emissions through reuse systems.

Several local businesses, including Vasovengo and Bumerang, are already participating by offering reusable cups and bowls. These systems employ a variety of approaches, from simple deposit models to digital tracking with QR codes, making it easier for customers to return and reuse containers. Rezero has also partnered with other stakeholders like Urbaser, a waste management company, to drive the initiative forward.

To increase public engagement, the campaign has launched a loyalty program that rewards customers for using reusable containers. By accumulating points, participants can redeem experiences like concerts and workshops. Additionally, the campaign features art installations made from single-use items to raise awareness about the impact of disposable packaging. Over 330,000 public service announcements have been displayed across the city to boost visibility.

Despite the positive momentum, some challenges remain, particularly in getting restaurants to adopt the new systems due to concerns about cost and complexity. The campaign addresses these by offering informational support and demonstrating potential savings. The pilot project, running through the end of 2024, aims to gather insights that can be used to expand reuse practices in other cities and sectors, such as stadiums and cinemas, paving the way for a more sustainable urban environment.