Digital recycling pilot concludes with valuable insights

13.11.2025: In collaboration with the European Container Glass Federation (FEVE), Podravka Inc. – a multinational company and one of the country’s leading food producers – and the local municipal service provider Komunalac d.o.o., Vetropack Straža d.d. has completed the Digital Recycling Pilot Project in Koprivnica, Croatia. Launched in 2024, the project aimed to raise awareness and improve glass recycling through data-driven digital communication. It also supports the development of more effective communication approaches within the circular economy.

From October 2024 to March 2025, the Be a Hero digital recycling campaign was introduced to Koprivnica citizens to encourage more people to recycle their glass packaging. An initial consumer survey provided valuable insights into why some people regularly recycle their glass packaging while others do not, including common misconceptions about proper glass disposal, such as the belief that jars must be thoroughly washed, and concerns about convenience, such as the distance to bottle banks. These insights formed the basis for targeted messaging that addressed these concerns and emphasised the environmental benefits of recycling glass packaging.

Key insights and challenges from the digital pilot

Through digital channels, the pilot reached thousands of households and generated continuous engagement over the six-month period. Survey results confirmed an increase in awareness of correct recycling practices and a stronger sense of social responsibility, particularly among the those who already recycled occasionally or regularly. The positive response to locally inspired messages showed the important roles proximity and relevance play in driving behavioural change.

At the same time, however, the project also highlighted some important challenges. Digital communication alone had a limited impact on citizens who rarely or never recycled, suggesting that this group may require a different approach. It also became clear that messages must reflect real local conditions; when people perceive the recycling infrastructure as inconvenient, messages emphasising the “ease” of recycling can have the opposite effect.

Collaboration for stronger and more effective recycling communication

The project showed how collaboration between industry partners, local brands, and EPR schemes can make recycling communications more relevant and impactful. By combining data-driven insights with local storytelling, the pilot offers a framework that can be replicated in future campaigns.

Vetropack is committed to supporting such partnerships to promote sustainable glass packaging, achieve higher collection and recycling rates, and align with the new European Union Packaging and Packaging Waste Regulation, as well as our own ambitions set out in Strategy 2030+ and our long-term sustainability commitments.