In November, Freshful by eMAG marks one year since the launch of its Green with Freshful service, which integrates the collection of DRS-returnable packaging directly into online grocery deliveries. So far, Freshful has collected 15 million recyclable packaging units from customers.

The service has been adopted by 52,000 app users, representing 40% of the active customer base. To date, the number of users has increased by 78% compared to November 2024, the first month in which Green with Freshful became operational.

“Through Green with Freshful, we show that we are not just an online grocery service — we are changing the way people approach sustainability. Freshful is redefining recycling through a digital, fast, and convenient experience that brings sustainability to the customer’s doorstep. We’ve integrated recycling into our customers’ daily routines with no extra effort, proving that technology, logistics, and responsibility can work together to create a scalable model with real impact on the environment and consumption habits,” said Tudor Mihăilescu, CEO of Freshful by eMAG.

Operationally, Green with Freshful relies on a solid infrastructure supported by an investment of over €1 million. The service is powered by seven RVM machines, capable of processing more than 21,000 packaging units per hour.

The first five machines were installed during the launch month, and two more were added this year to support rapidly growing demand.

RVM technology allows for the processing of all types of packaging, with plastic making up the majority. In its first year, the service recycled over 9 million plastic packaging units, followed by 3.5 million metal units and 2.7 million glass units.