ARTIFICIAL intelligence (AI) is helping consumers in Cardiff to tackle paper cup waste in what has been heralded as a ‘world first’.
Waste sorting app, Bower, has adapted its recycling reward technology to screen cups using photographic detection, allowing consumers to be rewarded for recycling used paper cups at Caffè Nero, Costa Coffee, Greggs, McDonald’s, and Pret a Manger stores – with a 5p reward given per cup.
Darren Hughes, waste and recycling specialist at Costa Coffee, welcomed the trial, saying, “As a founding member of the National Cup Recycling Scheme, Costa Coffee is committed to increasing cup recycling across the UK. This pilot with Bower is an exciting opportunity to test new ways to engage customers and reward them for recycling their cups. By working together with our partners, we can continue to innovate and find practical solutions that make recycling easier and more accessible for everyone.”
Funding for the project comes from a joint fund set up through the National Cup Recycling Scheme, which is administered by Valpak. As well as raising awareness around recycling, the project aims to gather data for future use. Valpak is running surveys for Bower app users, while Keep Wales Tidy has organised social media and staff store surveys, as well as bin composition analysis. Bower will provide demographic data and track app usage to show how people are engaging, while participating brands will also receive insights into how many cups are being recycled in both their own and in other brand stores.
To support the initiative, Keep Wales Tidy is running an awareness-raising campaign, with screens at train stations and on the high street, and posters and point-of-sale show cards in stores.
Hannah Osman, national cup recycling manager at Valpak, added, “By funding this project, we are helping to drive real change in consumer recycling habits while ensuring valuable cup materials are kept in circulation. Collaboration is key to tackling waste, and this pilot demonstrates how brands, technology, and communities can come together to create practical solutions that drive real environmental impact. We’re excited about the potential to expand this initiative, making it even easier for people across the UK to recycle their cups while earning rewards through Bower.”
