The closed-loop partnership: Danish impact start-up New Loop cooperates with Jokey
New Loop and Jokey are setting a fully circular economy in motion: New Loop is using recyclable reusable packaging from Jokey to establish a digitalised deposit system in Scandinavia.
New Loop is pursuing an ambitious goal: to establish a standardised, digital deposit system for takeaway and convenience packaging. As a cooperation partner, the Jokey Group supplies insulating coffee cups, sushi trays and salad bowls for the reusable system. “The forward-looking cooperation with New Loop marks a milestone on the way to creating a closed, resource-conserving circular economy and an increased awareness of the importance of reusable packaging,” emphasises Jens Stadter, CEO of the Jokey Group.
Washable take-away packaging
New Loop provides the digital solution and coordinates the participating take-away providers. Partner companies take care of collecting the packaging from the collection points, the washing process and redelivery to the take-away providers. New Loop has introduced the reuse system in Copenhagen and will expand it throughout Denmark and Scandinavia. “The partnership between Jokey and New Loop will revolutionise take-away packaging. Our goal is to create a value chain in which everything from the production of the packaging to its use and return to the washing process will be CO2-reduced,” explains Gitte Saaby Kjaer, co-founder and CEO of New Loop.
Multiple cycles per service packaging
New Loop’s partners include fast food chains, food delivery services, snack bars and other users of reusable packaging. A deposit is charged on each reusable packaging item. Consumers scan the packaging using an app before returning it, and the deposit is then refunded to their account. According to New Loop’s calculations, a coffee cup can be washed and reused at least eight to ten times. Both the cup and the sushi trays and salad bowls are made of pure polypropylene and are therefore 100% recyclable. At the end of their life cycle, Jokey and other partners take back the packaging. They are regranulated and reused by Jokey to produce new packaging.
Pioneer on the road to a circular economy
As one of the world’s leading manufacturers of plastic packaging, the Jokey Group has been committed to sustainability and the transition from a linear to a fully circular economy for many years. The manufacturer produces recyclate packaging for the non-food industry and develops containers made of recycled materials for the food sector. The Jokey Group works together with associations and environmental protection organisations to further promote the more sustainable use of plastic packaging. For example, the company is pursuing the strengthening of the circular economy as a common goal as part of a transformation cooperation with the World Wide Fund for Nature (WWF).
