They’d leave the bottles on their doorsteps and then take the empty ones away, in every garden or porch of every house on every street, just like you see in countless films set in and around the 1950s.
But now, it’s not just milk being delivered. It’s whole shopping orders. Washing-up liquid, fruit juice, pistachio ice cream, mayonnaise, nappies, drinks, deodorant… More than 300 brand products brought together under one brand programme, called Loop.
The project was first presented at the World Economic Forum in Davos last January, and is soon to be launched throughout the world. It promises to cut global plastic consumption, because the containers are made specially to be used and reused in an (almost) endless cycle.
The system is quite simple. You register through an online platform, place your order and wait. A courier will knock on your door with an insulated bag like the ones used by pizza delivery riders. Inside the bag you’ve got jars and bottles made of glass, aluminium and stainless steel, all of them branded: Pantene, Coca-Cola, Häagen-Dazs, The Body Shop, and so on. They’re all designed to look cool, but also to be reusable ‘up to 100 times,’ as an alternative to single-use plastic.
When you’ve finished the products, you call the courier, who’ll come by to pick up the empty packaging and take them back to the shop, where they’re cleaned and refilled. Then they bring them back to you, completing the cycle.
So how much does it cost? Aside from the products, all you pay is a deposit for the containers, ranging from 25 cents for a Coke bottle to 47 dollars for a nappy bin (an unusual patented product that recycles its contents completely). It’s just like milkmen in the old days, or the shop owners who’d give you the deposit off your fizzy water if you brought the empty bottle back.
Back to the future, in other words.
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