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.