Rupert Leigh, Founder and creator: We’re all responsible for the wellbeing of people and the environment, and for us that means taking responsibility from our pot to the planet. Making our packaging circular and collaborating with Loop is a bold and committed step for building a regenerative business model. If all customers have to do is find space at home for their Loop tote to store empties, that’s less space to find for land fill. It’s a huge step towards the new normal’.

What is LOOP?

It’s essentially a whole new way to shop, where you buy products in packaging that can be returned, washed and refilled.
Loop brings together brands, big and small and retailers with the idea of shifting from a model that is ‘disposable’ (where packaging is thrown away or recycled after use) to one that is ‘durable’ (where packaging is reused, and any leftover product is either recycled or reused).

How does it work?

At Broadway Market in Hackney, we have been trialling our own closed loop for 9 months and we have had some degree of success of the pots being returned, but this is only possible as the customers are generally local to the neighbourhood, but it proves it DOES work with a little effort on both sides.

You buy online directly from LOOP’s website (add link). You get your products delivered in a reusable tote –this eliminates the need for single-use shipping materials like cardboard boxes or plastic bags. Once you have finished what you had delivered from LOOP, its picked up from your home, they replenish the products as needed and return the refilled shipping tote to you, closing the loop.

Who came up with the idea?

A massive joint effort. A coalition of large companies – including other manufacturers, as well as retailer Carrefour, courier UPS and resource management company SUEZ – along with TerraCycle, a leader in recycling. All partners have the same goal: to develop supply chains that are more ‘circular’ from design through to consumer use.

Why did jackpot get involved?

If you have to ask, it’s a stupid question! Go read a book.

What materials are used and are they all recyclable?
The materials differ for each product on Loop, for Jackpot, we had a little bit to consider should we use glass, nope, that could smash, meaning back at square one, therefore single use. We decided on polyproprelne, plastic yes, but one that through our trials means it does loop, with a certainty of not breaking, we envisage use of each pot of 100 times and we hope more … we’ll monitor through our QR code on each pot.

Is this solution better for the environment than other products?

Across the product’s lifespan, yes. Creating a reusable container in the first place requires more energy and resources than one that’s single-use. But over time, the reusable container has a lower environmental and economic cost, as it doesn’t need to be remanufactured on every use. The initial life-cycle analysis (LCA) shows that LOOP has the potential to drastically reduce consumer waste and GHG emissions.

Why is this such big news?

We can’t create a circular economy for consumer goods in isolation. No business can. That’s why partnerships like LOOP are important. To deliver the necessary change, at scale, we must work with others on a complete transformation of how we think, use and dispose of packaging.

This means working together to test new business models which require a fundamental shift in consumer behaviour and the way we deliver goods in-store and via e-commerce channels. We also need to build new supply chains which support refill and reuse systems.