On the occasion of World Recycling Day, Philip Morris Italy announced a new goal for Rec – recycling for circular economy: collect 1 million devices, including Iqos tobacco heaters, Lil and Veev electronic cigarettes, by the end of 2025Launched in January 2024, the project has already exceeded expectations, reaching the milestone of 500 devices collected by mid-year, with an average recovery of 80% of raw materials, such as plastic, metal, circuits and lithium batteries.
Philip Morris Expands Rec Program
The Rec program allows consumers to return obsolete devices free of charge at over 130 iqos points of sale and approximately 4600 participating tobacconists. These collection points have already guaranteed 60% of the returned devices.
Additionally, in 2024, Rec was extended to devices Veev, with a separate collection system for used Veev pods, operated in collaboration with Logista through the agreement with the Ministry of Environment and Energy Security. In addition, Iqos Refreshed, the initiative that promotes the second life of Iqos devices, has been added to reduce the creation of electronic waste.
“The great enthusiasm with which our consumers have welcomed the Rec Project fills us with pride, pushing us to reiterate our commitment to the initiative, with the aim of bringing the total number of devices collected to 1 million starting from 2024 – commented Gianluca Iannelli, Head of Smoke-Free Products Category, Philip Morris Italia –. What better occasion than World Recycling Day, therefore, to thank our entire community of users, with the hope of soon celebrating a new milestone”.
The Take-Back initiative involves over 130 Iqos single-brand stores and approximately 4.600 tobacconists distributed throughout the country, with 60% of the devices collected by these stores. To date, approximately 148 consumers have participated, returning at least one device.
