Distell Closes the Waste Cycle – An Innovative Approach

Similar to the ancient Ouroboros symbol, where the serpent bites its tail to create a circle of eternal renewal, innovative South Africans are finding ways to close their waste cycle.

Sustainability is generally viewed not just as a business responsibility, but as a fundamental necessity. In South Africa, it becomes a survival imperative.

The urgency of these challenges is often viewed as a catalyst for creative, practical solutions.

Sustainability in the Townships – GreenUp as a Role Model

In Khayelitsha, a township near Cape Town, job opportunities are limited. Yet, an innovative initiative is making strides here.

In 2019, Distell, South Africa’s leading producer of wine and spirits, launched the GreenUp project in partnership with the Department of Environmental Affairs of the Western Cape and the City of Cape Town.

Charles Wyeth, Deputy Director of Sustainability at Distell, explains that the goal of this public-private partnership is to clean up Khayelitsha, create jobs, and build skills.

The first step involved systematically collecting beverage packaging and solid waste. Waste collectors were provided with protective gear, specially designed carts, and training in separating “post-consumer materials.”

Furthermore, they were imparted with financial and entrepreneurial skills. The gathered materials are sent to established buy-back centers, processed, and sold to packaging manufacturers, creating a functioning recycling loop.

Waste Management as a Model for Job Creation

Today, there are 165 environmental assistants working in Khayelitsha, servicing seven buy-back centers.

Similar initiatives have emerged in Gauteng (Alexandra, Soweto) and KwaZulu-Natal (Durban, Newcastle), now involving hundreds of others.

Each environmental assistant collects an average of around 200 kilograms of recyclable materials daily, including glass, PET, paper, metal, and plastic that would otherwise end up in landfills.

Current digital solutions connect all stakeholders in the value chain. Transparency, efficiency, and qualification levels are rising, as contributions become measurable and traceable.

Participants are also supported by PROCARE, an organization that focuses on emotional well-being, prioritizing health, safety, and addiction prevention.

Additionally, GreenUp collaborates with the government’s Expanded Public Works Program to create more job opportunities.

A glass recycling initiative in KwaZulu-Natal, in partnership with Heineken, has already cleared various informal settlements and areas surrounding the Hluhluwe-Imfolozi Game Reserve.

Distell also operates its own bottle return program. Entrepreneurs in the field of bottle recovery are registered, digitally linked, and supported in establishing self-sufficient business models.

This not only reduces the company’s packaging footprint but also sources crucial supplies in light of the global bottle shortage.

According to Shabeer Jhetam, CEO of the Glass Recycling Company, national glass recycling opens income opportunities for around 50,000 waste collectors. More than 80% of buy-back centers are creating additional jobs—ranging from small teams to over 100 employees.

Currently, about 40% of glass shards in South Africa are utilized for new bottles. Extended producer responsibility aims to raise the collection rate to 64.4% by 2027, representing significant income potential for all participants.

Last year, GreenUp won the Recycling Gamechanger Award at PETCO, a leading South African environmental award initiative that recognizes achievements in recycling and waste minimization.

Wyeth emphasizes: “The next time you open a bottle or can, take a moment to pause. The packaging in your hand might be connected to a GreenUp environmental assistant.”