West Suffolk Council’s initiative, that was launched to encourage behavioural change ahead of the UK’s forthcoming Deposit Return Scheme (DRS), has completed two years.
The initiative has helped thousands of residents recycle single-use drink containers while supporting local recycling rates and reducing waste on the streets, thus leading to 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% 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 (74%) of all containers collected, while 8,334 aluminium cans make up the remaining 26%. 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 added, “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.
“It has been incredibly encouraging to see the impact it has had in changing behaviour, educating residents, and increasing recycling locally. The recent adoption of the model by Cambridge also shows how ideas developed in local communities can spread and inspire wider change.
“What started as a conversation between myself and Trovr when I was still a private citizen has grown into a pioneering partnership helping shape how communities prepare for the UK’s Deposit Return Scheme.”
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.
Cllr Gerald Kelly, Cabinet Member for Environment and Regulatory at West Suffolk Council said: “I am delighted that two years on this pioneering scheme has been such a success, as evident in over 32 thousand single-use drink containers being recycled.
"Having started in two West Suffolk towns, the trial has expanded across and beyond the district as communities showed their enthusiasm for the initiative and recycling.
“By working with partners to combine innovation and environmental responsibility, the trial serves as a model for other councils looking to implement similar programmes. The support received is a promising sign as we look toward the national rollout of theDeposit Return Scheme and other circular economy initiatives to bolster our environmental resilience.”
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.
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.
Nick Yeatman, CEO at Trovr commented: “Our work with West Suffolk Council is a perfect example of how modernising recycling infrastructure has a huge impact on shaping recycling habits.
"We’re grateful for the support of West Suffolk Council and supporting partners in making this scheme a success, and look forward to the continued expansion of the scheme in the build up to the DRS launch in 2027”.