Romania has become the first European market to introduce a dedicated large-scale collection scheme for beverage and dairy cartons via reverse vending machines, with Tetra Pak and Mega Image launching a pilot programme in Bucharest and Brașov. The initiative is developed in partnership with Maspex, Tomra and Brai Cata and aims to plug a longstanding structural gap in the country’s packaging recovery system.
Across Central and Eastern Europe, beverage cartons do not fall under specific collection or recycling frameworks, and Romania currently lacks dedicated reporting for these formats. They are grouped under the general paper-cardboard category, which is subject to a 65% recycling target from 2025. With no official data available on the volumes placed on the market or those collected, the project is positioned as a means to generate the first robust dataset for policymakers and industry stakeholders.
By focusing exclusively on beverage and dairy cartons, the pilot aims to develop consumer return habits, test operational logistics and gather evidence to support future infrastructure and regulatory updates. Tetra Pak has committed to recovering all collected cartons during the eight-month trial, irrespective of brand or producer.
For the first time, residents in selected areas of Brașov and Bucharest can return drink cartons through RVM units installed in Mega Image stores. Consumers receive a voucher worth 0.5 RON for every accepted item. The machines take all carton formats up to two litres, including milk, plant-based beverages, juices and liquid creams, provided they are empty, clean, uncompressed and carry a readable barcode with the cap attached.
Diana Buzoianu, Romania’s Minister of Environment, Waters and Forests, said the initiative offers an unprecedented level of insight into how these formats can be collected and recycled in practice. “This project is a valuable private initiative, giving us the opportunity to obtain specific information on the collection and recycling of beverage and dairy cartons, understand real advantages and challenges, and observe consumer behavior directly. This level of insight has not been available in previous similar projects.”
She added that the collaboration could “serve as the basis for an effective legislative framework and transform Romania into a regional best-practice example”.
Tetra Pak characterised the project as a critical step toward improving the recycling chain for cartons in markets where infrastructure remains underdeveloped. “Through this unique pilot project in Europe, we will, for the first time, obtain concrete data, test the efficiency of the return process, assess technical and logistical performance, and analyze consumer behavior,” said Ștefan Urziceanu, Sustainability Manager for Tetra Pak in Romania, Croatia, Slovenia, Bulgaria and Moldova. “We aim to show that beverage and dairy cartons can be efficiently recycled when the right infrastructure exists.”
Mega Image highlighted the retailer’s role in building accessible return points for shoppers. “Real change happens when retailers, manufacturers, and consumers collaborate,” said Alina Vlădoianu Teau, the company’s Vice President Legal, Public Affairs, Quality & Sustainability.
Maspex, one of Romania’s largest beverage producers, noted that carton packaging also requires consumer-friendly recovery solutions. “We believe that solutions must also be found for consumer-facing carton packaging to ensure easy collection and recycling,” said Grzegorz Grabowski, CEO of Maspex Romania, Hungary, Bulgaria and Moldova.
The project targets the collection of one million cartons during the pilot period. Results will be analysed at the conclusion of the trial to determine next steps, including potential expansion of the RVM network.
The partners emphasised that beverage cartons offer valuable secondary raw materials. Carton board can be recycled into packaging, tissues or bags, while the PolyAl fraction—separated after pulping—can be processed into granules for products such as pallets, crates, pots, automotive components and construction materials.
