Introduce beverage deposits for reuse into our consumption patterns in the long term, this is the objective of the first multi-distributor consortium, combining Système U and E.Leclerc, and multi-brand (Coca-Cola Europacific Partners France, Nestlé Waters, Meteor, Eckes-Granini and Lorina), driven by the reuse operator Petrel. Carried out with the support of Citeo and the Institut du Commerce, the initiative started on February 7 in Île-de-France, with the ambition of a gradual extension throughout the territory.
The deposit for reuse was active in France until the beginning of the 1980s. Still present in Alsace, it is still in place and democratized in Germany, as well as in the network of cafés-hotels-restaurants (CHR). Today, it meets strong consumer expectations with 92% of French people wanting its return*. It also provides a response to growing societal and environmental issues.. otherwise, the AGEC law, voted in 2020, takes this development into account since it imposes on marketers 6% of packaging reused in 2024 and 10% in 2027. New modes of production, distribution, collection, washing, etc. : the return to a deposit system implies a transformation of the practices of market players. And to respond to these major challenges, broad collaboration is necessary. Hence the exemplary nature of this collective action.
The Consignment for Reuse consortium
Driven by the reuse operator Petrel, The Consigne pour Réemploi consortium is a pioneering and collective approach bringing together major market players to accelerate the development of packaging circularity in mass distribution. Iconic brands responded to the call launched by Petrel : Coca Cola, Perrier, Vittel, Meteor, Pay, Lorina, but also distributors, System U and E.Leclerc. Supported by strategic partners, technical and financial, such as Citeo, the eco-organization in charge of packaging, and the Institute of Commerce, this consortium embodies a common ambition : sustainably anchor the deposit of drinks for reuse in our consumption patterns, as Hugues Pelletier explains, president of Petrel : “As a pioneer of circular commerce since 2018, Petrel has participated in numerous experiments around reuse and contributed to the structuring of the market. The time for acceleration has now come. To succeed, We draw on our experiences and on the assets of the partners involved in the consortium to propose a simple and low-cost approach to deposits for reuse. »
An attractive offer, a simple experience
“The success of this initiative will depend on good collaboration between all actors in the value chain, in a spirit of complementarity. We bring to this collective an ethical and trusting framework”, declare Xavier Hua, general director of the Institute of Commerce. In total, the concept is offered in 14 stores in Île-de-France, including nine for Système U and five for E.Leclerc.. Available in hyper, over and near, as well as online on www.CoursesU.com with drive and home delivery, the offer is made up of 14 drink references. Refreshing drinks : four Coca-Cola references and one Lorina lemonade reference. Beers : four Meteor references. Joined in April by Nestlé Waters (three references) et les jus Eckes-Granini (two references). To bring the deposit gesture up to date and create support, the consumer journey has been simplified, with promotion in the original radius around clear and attractive signage, both in-store and online in a multi-channel approach.. After consuming your drinks, the customer returns their empty packaging to the Lemon Tri company’s deconsignment machines. Machines located at the entrance to each store. On this occasion, he recovers the amount of his deposit in vouchers (0,10 € for bottles of 33 cl and 0,€20 for 75 cl or 1 L bottles) valid in stores participating in the operation.
* Ipsos study for Reloop, mars 2023.
A circular and sustainable operating model
In a new approach, return logistics are managed by the drinks wholesale distributor J. Milliet, Who, as part of its delivery tour, collect the bottles, sorts and stores them before returning them to the manufacturers concerned. Depending on the needs, the bottles are washed, either in an internalized manner, either with an external service provider. Management of multi-distributor and multi-industrial logistics and consignment flows is ensured by the Petrel Hub digital platform.. It monitors packaging and allows each player to manage their circular operations.
INDUSTRIAL AND DISTRIBUTORS IN THE SAME BOTTLE
“We are delighted to participate in this new initiative. Learning that allows us to gain maturity to contribute to the collective instructions of tomorrow”, assure Sylvain Ferry, general director of Système U. The launch of this first multi-brand and multi-brand consortium “is in line with E.Leclerc’s fights in favor of the environment and purchasing power. This type of approach is part of our actions aimed at reducing plastic and our carbon footprint.”, says Thierry Da Costa, member E.Leclerc of Bois d’Arcy, in Yvelines. “We are a historic player in deposits in CHR and we have become the first supplier of non-alcoholic drinks to offer 100% of our portfolio in returnable format for this sector in 2022. In parallel, we have been testing reuse experiments in mass distribution for several years, with both the traditional returnable glass bottle, but also a reusable PET bottle”, recalls Olivier Larose, director of sustainable development at Coca-Cola Europacific Partners France. “Reuse is a well-known practice at Nestlé Waters, already implemented in the CHR sector”, also completes Valérie Berrebi, communications director, CSR and partnerships at Nestlé Waters France, for whom this initiative “represents the opportunity to gather very useful lessons on the development of this practice in mass distribution”.
