Firm Launches ‘Waste-Is-Naira’ Initiative to Drive Recycling, EPR Compliance and Circular Economy in Nigeria

Rite Foods Limited has strengthened its commitment to sustainability and environmental responsibility with the launch of its “Waste-Is-Naira” (W.I.N) initiative—an innovative recycling programme designed to advance Extended Producer Responsibility (EPR) in Nigeria while turning plastic waste into economic value for communities.

Developed in partnership with RecyclePoints, the initiative was unveiled at the company’s corporate headquarters in Lagos and represents a significant step in aligning corporate operations with Nigeria’s environmental policies and global best practices in plastic waste management and circular economy systems

The programme is supported by key regulatory and industry stakeholders, including the Lagos State Ministry of the Environment, Lagos Waste Management Authority (LAWMA), Lagos State Environmental Protection Agency (LASEPA), and the Food and Beverage Recycling Alliance (FBRA), alongside community leaders.

Driving Extended Producer Responsibility in Nigeria

At its core, the “Waste-Is-Naira” initiative operationalises Extended Producer Responsibility (EPR) by creating a structured system for the collection, recovery, and recycling of post-consumer packaging.

Through this model, Rite Foods is taking ownership of the full lifecycle of its packaging materials while enabling consumers to actively participate in sustainable waste management in Nigeria.

Residents can exchange used plastic bottles and beverage cans for cash—effectively transforming waste into income. With a projected recovery of over 750 tonnes of plastic annually, the initiative is expected to reduce environmental pollution, improve recycling rates, and strengthen Nigeria’s circular economy.

Turning Waste into Economic Opportunity

Speaking at the launch, Ekuma Eze, Head of Corporate Affairs and Sustainability at Rite Foods, described the initiative as a strategic evolution of the company’s sustainability agenda.

“This goes beyond clean-up efforts. It reflects our responsibility as a producer to close the loop on packaging materials. ‘Waste-Is-Naira’ creates a system where waste is recovered, reintegrated into the value chain, and converted into socio-economic value.”

The programme builds on previous environmental efforts such as the company’s coastal clean-up campaign, scaling impact through a more structured, incentive-driven recycling framework that promotes behavioural change at the community level.

How the W.I.N Programme Works

According to Daniel Oderinde, Programme Manager at RecyclePoints, participants are provided with designated collection bags to encourage waste segregation at source.

Once filled, materials are submitted at collection hubs where they are:

• Weighed
• Digitally recorded
• Processed for payment

This system ensures transparency, traceability, and financial inclusion, particularly for informal waste collectors.

Strengthening Nigeria’s Circular Economy

Industry stakeholders have described the initiative as a strong example of how corporate sustainability efforts in Nigeria can move beyond compliance to deliver measurable impact.

Akin Disu, Founder of Popbeachclub, noted:

“What we call waste is simply value in the wrong place. When producers take responsibility and systems connect people to opportunity, we unlock both environmental and economic benefits.”

Regulators also commended the initiative for aligning with environmental standards and supporting public-private collaboration. Officials from LASEPA and LAWMA highlighted its relevance in strengthening Lagos State’s waste management strategy.

Arese Onigise, Executive Secretary of FBRA, emphasised the broader industry significance:

“This is the kind of scalable model needed to drive long-term environmental sustainability. It integrates consumers, supports informal waste actors, and advances circular economy systems for packaging in Nigeria.”

A Scalable Model for Sustainable Impact

Beyond environmental gains, the “Waste-Is-Naira” initiative is expected to:

• Create jobs across the recycling value chain
• Empower informal waste collectors
• Improve plastic recovery systems
• Drive grassroots participation in sustainability

By embedding EPR into a community-focused model, Rite Foods is demonstrating how corporate leadership in sustainability can deliver both environmental and socio-economic outcomes.

As Nigeria continues to strengthen its approach to CSR, ESG, and sustainability reporting, initiatives like this highlight the growing shift from commitment to measurable, verifiable impact.