Freshful reached the threshold of 5 million DRS packaging within the “Verde cu Freshful” collection program on March 31, 2025. The packaging is taken directly by couriers at the time of order delivery, and their value is quickly returned in the form of FreshPoints in the application. This flow is technologically connected between the courier, the recycling machines, the customer account and RetuRO.
“The impact of the Verde cu Freshful program is significant, with over 5 million packaging collected by March 31, 2025. We designed this service with the motivation to further simplify the lives of our customers, while expanding our commitment to sustainability. The adoption was rapid and exceeded our expectations, thus confirming Freshful’s mission to define ultra-modern retail”, said Tudor Mihăilescu, General Manager of Freshful by eMAG.
Green with Freshful has benefited from investments of approximately one million euros. The amount invested is focused on three major directions: creating recycling capacity, developing and implementing advanced technology, which automates the entire flow and ensures a seamless experience for customers – from handing over the bag to the actual recycling and refund; as well as promoting the program itself.
At the time of launch, Freshful operated with two RVM machines, but high demand led the company to quickly expand the infrastructure, reaching five functional RVMs. The daily recycling capacity in the warehouse was increased to 50,000 packages. Over 35,000 customers have used the collection service so far, and plastic packaging remains the most frequently recycled.
Freshful continues to invest in expanding its recycling capacity, already working to double the existing infrastructure by installing new RVM machines. The objective is to be able to handle higher volumes, especially during peak periods, such as the hot season. In the long term, Freshful aims to make the service accessible to as many residents of Bucharest as possible, thus supporting the transition to a more sustainable and responsible consumption model.