Fibre Circle launches Gauteng campaign to recycle beverage cartons

SOUTH AFRICA – Fibre Circle has launched a targeted recycling campaign across Gauteng to boost the collection of liquid board packaging and educate communities on the value of recycling everyday beverage cartons.

The producer responsibility organisation for South Africa’s paper and fibre-based packaging industry kicked off its latest initiative with an activation at KG & Jeany Recyclers in Pretoria North.

The campaign addresses a persistent challenge: millions of South Africans regularly use milk, juice, and long-life beverage cartons but remain unaware these containers are fully recyclable.

Bridging the Awareness Gap

Michel-le’ Gamalitshoyo, communications and programme manager at Fibre Circle, explained that many households discard cartons simply because knowledge of their recyclability hasn’t reached them.

The organisation is partnering with local SMME buy-back centres to change this through on-site demonstrations and community engagement.

Liquid board packaging often ends up in landfills due to low public awareness and limited separation-at-source infrastructure.

The programme offers incentives to waste reclaimers through a rewards system, highlighting their essential role in South Africa’s circular economy.

By partnering with buy-back centres, Fibre Circle aims to strengthen this vital link in the recovery process.

Expanding Community Access Points

Over coming weeks, the campaign will expand to include Bontle Ke Tlhago in Diepsloot, Greener Pastures in Kempton Park, Mr Bin and Trash2Treasure in Soweto, and Purpose Recyclers in southern Johannesburg.

These sites will serve as dedicated collection hubs where communities can deliver used beverage cartons.

Gamalitshoyo noted that participants will receive retail vouchers and other incentives in exchange for recyclables.

By increasing access points, the campaign aims to ensure overlooked beverage cartons are recognised as valuable materials worthy of recovery.

Building an Inclusive Circular Economy

The initiative reflects Fibre Circle’s commitment to supporting informal collectors while expanding national waste recovery infrastructure.

Gamalitshoyo emphasised that working with buy-back centres and reclaimers is central to building a truly circular economy.

By providing trusted drop-off points, the organisation is unlocking value from materials that would otherwise burden landfills.

Fibre Circle calls on all Gauteng residents to drop off their used milk, juice, and long-life beverage cartons at the nearest participating buy-back centre, transforming everyday waste into economic opportunity.

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