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Tomra Buys Greenbean Recycle to Expand Reverse Vending Machines

Allan Gerlat

September 24, 2014

1 Min Read
Tomra Buys Greenbean Recycle to Expand Reverse Vending Machines

Tomra Systems ASA has bought Greenbean Recycle Inc., which specializes in technology for reverse vending machines (RVMs), for an undisclosed all-cash amount.

Asker, Norway-based Tomra, which provides RVMs for recycling and sorting equipment, said the technology of the Somerville, Mass.-based Greenbean will be integrated in Tomra’s ReAct technology platform. ReAct is a consumer engagement system designed to provide rewards and incentives for the consumers using RVMs to recycle their bottles and cans, according to a news release.

Launched in Europe earlier this year, ReAct uses social media to reward top recyclers.

The Greenbean technology facilitates a retailer’s interaction with customers. Based on a consumer’s recycling habits, the retailer can provide the customer with loyalty points or coupons, and ensure the funds will be spent in the store. When recycling through an RVM, customers have the option of adding points to their store loyalty cards or to cash-equivalent gift cards.

 “We are excited to continue Greenbean’s pioneering work of creating a digital engagement platform for RVMs. Tomra’s goal is to create a truly unique and rewarding experience for all RVM users, leveraging technology to reward and incentivize them,” said Hakon Volldal, executive vice president and head of Tomra’s Collection Solutions business area.

About the Author(s)

Allan Gerlat

News Editor, Waste360

Allan Gerlat joined the Waste360 staff in September 2011 as news editor. He was the editor of Waste & Recycling News for the first 16 years of its history, and under his guidance the publication won 27 national and regional awards.

Before Waste & Recycling News, Allan worked at another Crain Communications publication, Rubber & Plastics News, which covers rubber product manufacturing. He began with the publication as associate editor and eventually became managing editor, a position he held for nine years.

Allan is a graduate of Ohio University, where he earned a BS in journalism. He is based in Sagamore Hills, in northeast Ohio.

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