Tom Szaky, CEO & Founder of TerraCycle & Loop, explains why his vision for a global reuse system was able to scale in France after faltering in the US, the UK, and Japan.
Our aim at TerraCycle and Loop has always been driven by a singular and urgent vision: eliminating the idea of waste. While recycling has undeniably been a crucial element in waste management for decades, we believe that reuse, combined with enhanced recycling initiatives, will play an equally critical, dual role in significantly reducing the sheer volume of waste we generate globally.
In 2019, TerraCycle unveiled the Loop reuse platform at Davos, in partnership with the World Economic Forum, sparking global excitement.
This marked the first attempt at a comprehensive, multi-category reuse system on an industrial scale worldwide. The environmental and logistical advantages of eliminating single-use packaging – from waste reduction to strengthening supply chain resilience – were clear.
But the journey to scale has been a steep and challenging climb. Over the subsequent years, numerous reuse pilots launched with high hopes around the world, only to eventually lose momentum. This included Loop’s initial efforts in the US, Canada, the UK, and Japan.
Despite investing over $45 million and six years of relentless iteration, our dream of global scale only fully materialised in one country: France. So, why did Loop commercially scale in France when it faltered in all those other initial markets?
The answer lies in the creation of a powerful, interlocking ecosystem – a national blueprint that proves reuse can operate at an industrial scale for virtually all consumer packaged goods, from wine and dairy to cleaning supplies and cosmetics – and across markets.
Scaling reuse: Lessons learned from Loop’s French success
France’s success didn’t happen by accident; it was a carefully constructed path led by Carrefour, the country’s leading grocer. Carrefour was the first retailer globally to move beyond e-commerce pilots and integrate Loop directly into its physical stores.
Beginning with a single store and expanding to over 300 locations across France today, Carrefour embedded the platform with over 50 of its own private-label products alongside more than 370 SKUs from national and international brands. This early, deep commitment spurred a national movement, with other major retailers, including Monoprix and Coopérative U, quickly joining the momentum.
Today, French consumers enjoy a truly interoperable, nationwide reuse system. They can buy a wide range of everyday products in reusable containers, pay a small deposit, use the product, and return the empty container – uncleaned – to any participating retailer.
This operational simplicity, applied across a coalition of major retailers, validated consumer appetite and established the logistical backbone for national deployment. It has created the world’s largest multi-stakeholder reuse coalition, a vital turning point in the global shift to a circular economy.
Four pillars of scale: What France did right
Loop’s success in France offers a sharp contrast to markets where voluntary corporate commitments and regulatory deregulation have slowed progress. The French model confirms that industrial-scale reuse is not a technical challenge, but a systemic one. It requires the right alignment of incentives, policy and retail leadership.
Here are the key factors that transformed a concept into a commercially viable national system:
- Bold Regulatory Mandates: The French Anti-Waste Law for a Circular Economy (la loi AGEC) was a game-changer. By mandating that retailers incorporate reusable packaging by 2027, the law provided clear compliance targets and eliminated the regulatory uncertainty that stalls investment.
- Strong Financial Incentives: French Extended Producer Responsibility (EPR) schemes were strategically leveraged. They allocate a portion of collected fees to specifically fund reuse infrastructure, helping brands and retailers mitigate the high upfront capital costs required for collection, washing, and logistics.
- Unwavering Retail Leadership: Carrefour’s commitment – their investment in store visibility, consumer awareness, and seamless integration – was pivotal. It demonstrated that a large-scale retailer could fully embed reuse into its mainstream operations. As Carine Kraus, Executive Director of Engagement at Carrefour, stated, the key was proving it’s possible ‘without compromising convenience or the in-store experience’.
- A Focus on Radical Simplicity: For the consumer, the system is designed for ease. Products are sold pre-filled, require no specialised equipment, and are returned without cleaning to a convenient, familiar location (their local supermarket).
As Véronique Louwagie, Minister Delegate for Trade, Crafts, Small and Medium Enterprises, and the Social and Solidarity Economy of France, noted, France has ‘built one of the most advanced frameworks for reuse in the world’.
The call for the UK
France has established the precedent; now, other countries must choose whether to adopt this proven system. For the UK, the lessons are unambiguous: scaling reuse requires more than enthusiastic pilots and voluntary pledges.
The UK needs strong regulatory leadership and targeted financial subsidies from the Government to drive the transition. Clear, aggressive targets and financial incentives – mirroring how French producer responsibility organisations fund infrastructure – will empower both retailers and brands to heavily invest in the new circular supply chain.
If the UK adopts this combination of bold legislation and strategic economic support, it can move reuse from a niche sustainability initiative to a mainstream commercial reality on a national scale.
The French example proves that with the right alignment of policy, capital, and commercial commitment, a fully circular economy for all packaged goods is entirely achievable. The time for decisive action, for creating the ecosystem where reuse can flourish in the UK and worldwide, is now. Let’s build that future together.