“We have a multi-year investment strategy to expand and optimize the Deposit Return System, ensuring it evolves in step with the rapid growth in volumes and consumer participation.

Over the next five years, RetuRO will invest approximately 350 million lei, and for this year we have allocated over 70 million lei to modernizing the transportation network, improving the purity of collected materials, strengthening our IT platforms, accelerating automation, and deploying mobile RVMs – an innovative solution designed to reach even the most remote communities and support small retailers,” Gemma Webb, CEO RetuRO SGR told Sustainability-Today.

“As part of this plan, we are working on opening two additional regional counting and sorting centers in Constanța and Oradea. These centers will complement our seven existing facilities in Prahova, Dolj, Bacău, Brașov, Cluj, Ilfov, and Timiș and further strengthen the efficiency of our nationwide infrastructure.”

How would you describe the current state of the Deposit Return System (DRS) in Romania?

Since its launch, the Deposit Return System (DRS) has moved from concept and an ambitious vision into a fully operational, nationwide system that is delivering measurable impact. What 18 months ago seemed like a bold step has become a structural transformation in the way Romania manages packaging waste, setting a new standard for systemic change.

We are now operating the largest integrated DRS of its kind in the world, connecting over 19 million consumers, 80,000 retailers, 4,000 producers and importers, and state authorities in a single, coordinated framework. This level of collaboration is unprecedented in Romania and has turned the system into a powerful force for transformation, by reducing waste, creating thousands of jobs in related sectors, and establishing the foundation for a circular economy that will serve the country for generations to come.

With a return rate of nearly 80% in the first half of 2025, we are seeing more than strong consumer participation – we are witnessing a visible transformation across Romania, with cleaner streets, rivers, and public spaces that prove the system’s lasting impact.

While there is still room to optimize and further scale the system, the results achieved so far demonstrate that Romanians have embraced it at an unprecedented pace.

Since the launch of the system, what have been the key milestones or achievements?

The Deposit Return System’s success didn’t happen by chance. It required intense preparation within an exceptionally short timeframe, disciplined execution, and an unprecedented level of collaboration between all stakeholders, coupled with the agility to implement rapid adjustments based on real-world experience. Once we laid the foundation, each milestone unlocked the next one.

While other countries required two or even three years, by launching the system nationwide within just 12 months, Romania demonstrated its ability to deliver complex infrastructure projects with remarkable speed and scale. This collaboration model and its impact have already transformed Romania into a reference point for other countries preparing to launch similar systems.

In only 18 months, we’ve collected almost 6 billion beverage containers, returned over 400,000 tonnes of high-quality materials to recyclers, and boosted Romania’s recycling industry. This achievement has not only strengthened the country’s industrial recycling capacity but has also reduced Romania’s reliance on imported raw materials, turning packaging waste into a valuable domestic resource.

Beyond the numbers, the most significant impact is cultural. In a country without a long-standing recycling tradition, returning containers has become a natural habit for millions of Romanians. This change in mindset is not only reshaping the present, but it is laying the foundation for a sustainable future for generations to come.

What are your main priorities for the next 12–24 months?

Over the next period, our focus will be on scaling the Deposit Return System to a mature, high-performing national infrastructure to ensure that it becomes even more efficient, impactful, and accessible for every citizen and partner involved. A system of this scale inevitably requires ongoing adjustments, but one of RetuRO’s greatest strengths is the ability of our team to rapidly refine processes and adapt in real time.

One key area is expanding access in rural regions by accelerating the onboarding of small retailers, ensuring that every consumer in Romania has the same opportunity to participate in the system. At the same time, we are optimizing logistics and operational flows to enhance predictability and efficiency. Equally important, we are committed to reinforcing transparency and building even closer collaboration with all stakeholders.

In the medium term, our ambition is for Romania’s Deposit Return System to stand as a European benchmark for operational excellence, transparency, and stakeholder collaboration, to demonstrate that when the right model is in place, circular economy infrastructure can deliver measurable results at scale.

Are there plans to expand or enhance the system (e.g., new materials, increased automation)?

We have a multi-year investment strategy to expand and optimize the Deposit Return System, ensuring it evolves in step with the rapid growth in volumes and consumer participation.

Over the next five years, RetuRO will invest approximately 350 million lei, and for this year we have allocated over 70 million lei to modernizing the transportation network, improving the purity of collected materials, strengthening our IT platforms, accelerating automation, and deploying mobile RVMs – an innovative solution designed to reach even the most remote communities and support small retailers.

As part of this plan, we are working on opening two additional regional counting and sorting centers in Constanța and Oradea. These centers will complement our seven existing facilities in Prahova, Dolj, Bacău, Brașov, Cluj, Ilfov, and Timiș and further strengthen the efficiency of our nationwide infrastructure.

How does RetuRO plan to further increase return rates and consumer engagement?

From the very beginning, we have envisioned the Deposit Return System as a shared national effort, much like a Romanian “hora”, where every participant plays a vital role. Consumers are at the heart of this system, and their participation is what turns ambition into measurable impact.

Our priority is to make returning containers effortless and accessible for everyone by expanding the network of return points and integrating more retailers into the system, with particular attention to smaller towns and remote communities. In parallel, we are investing in information and awareness campaigns that not only explain how the system works but also show why every contribution matters.

What lessons have you personally learned through this process?

One of the greatest lessons has been the importance of patience, adaptability, and the power of collaboration. Implementing a project of this scale has reinforced that real transformation happens when all stakeholders – consumers, retailers, producers, and public authorities – work together guided by a shared purpose.

I’ve also learned that true progress requires more than following predefined systems. The Deposit Return System has challenged our team to test, refine, and innovate continuously, often in real time. This willingness to adapt has been critical in turning challenges into opportunities and keeping the system on its fast-paced trajectory.

Equally important, I’ve learned that a system such as the one we are managing thrives when it is not just designed for people but built together with them. By listening attentively to citizens and working hand in hand with our partners, we have built a model that aligns with the realities of the market and fosters genuine trust and engagement.

How do you see the role of RetuRO evolving in the coming years?

In less than two years, RetuRO’s role has already expanded far beyond that of a traditional environmental initiative. What we have built is, in fact, a national platform for transformation – one that delivers benefits for the environment while strengthening Romania’s economy. The Deposit Return System has already accelerated local demand for logistics infrastructure, while also supplying national recyclers with a consistent stream of high-quality materials.

And the ripple effect is tangible. With every container returned, we are not only reducing waste but creating opportunities across the entire value chain — from new green jobs to investments in technology and local recycling and manufacturing.

Is there a message you’d like to share with Romanian consumers or stakeholders about the importance of participating in the system?

For me, the Deposit Return System’s true success lies in its ability to unite people through cooperation and a shared sense of purpose. Every one of us has a role to play. Every bottle returned is more than a simple act; it is a commitment to building a cleaner, greener Romania and shaping the kind of future we want for the next generation.

This is a shared success story. And the more we walk this path together, the stronger and more meaningful it becomes.

We’ve already shown what we can do together. Now it’s time to go even further.