National Initiative Rewards Citizens for Recycling Beverage Cartons
The campaign integrates with Bekia, a digital rewards platform that credits households for recycling activity.
The Ministry of Environment has launched the country’s first national campaign to recycle used beverage cartons (UBCs) in partnership with the Waste Management Regulatory Authority (WMRA) and key private sector players including Tetra Pak, Uniboard Egypt, Juhayna, and Beyti. Branded under the slogan 'Turn the Carton, Earn the Turn', the campaign encourages citizens to separate and recycle cartons, highlighting the importance of “Separate, Collect, Recycle” in reducing waste and supporting a circular economy. The campaign builds on an existing recycling line established in mid-2024 with an investment of EUR 2.5 million, capable of processing over 8,000 tonnes annually. Since operations began, about 4,000 tonnes of used cartons have been recycled into new products such as medicine boxes, tissues, and detergent packaging. To incentivise participation, the campaign integrates with Bekia, a digital rewards platform that credits households for recycling activity.
