Returnity, a company dedicated to reducing waste in the packaging industry, has introduced a new service called 'In Rotation,' aimed at addressing the surplus of reusable shopping bags. The service is designed to extend the life cycle of these bags by providing a system for consumers to return their excess reusable bags for further use. With an estimated 10 billion reusable bags produced last year, Returnity recognizes the potential environmental impact of such a surplus. In Rotation seeks to mitigate this by reintegrating unused bags back into the consumer cycle, thus preventing them from becoming waste. Consumers can participate in the program by sending their extra grocery store bags and totes back to Returnity using a prepaid mailer. The service charges a $20 fee for each mailer, which covers the costs of logistics, sorting, and recycling or reusing the bags.
In addition to consumer participation, In Rotation encourages retailers to install collection bins in their stores, allowing customers to return unneeded bags conveniently. This initiative not only supports the circular economy but also helps retailers contribute to their Environmental, Social, and Governance (ESG) goals. Bags that are returned and still in good condition are sent to qualified partners for reuse. Those that are no longer suitable for further use are responsibly recycled. The launch of In Rotation is inspired by Returnity CEO Mike Newman’s previous experience in developing take-back programs for mobile phones. By applying a similar approach to reusable bags, In Rotation provides a practical solution for balancing the scales of production and waste, thereby promoting a more sustainable approach to packaging.