Nevo Hadas, CEO of Smartfill, explains what lessons he’s learned from his recent refill trials in the Global South.
Unlike those that preceded them, August’s UN-hosted plastics treaty negotiations were tipped for success. Finally, with an overwhelming scientific consensus and widespread public support, an agreement on a treaty aimed at ending the growing plastic pollution crisis would surely be reached.
Unfortunately, as is so often the case in these situations, powerful lobbyists – this time from the petrochemical industry and oil-producing nations – were successful in derailing proceedings. The result? A stalled agreement and a perpetuation of the status quo.
But while global negotiations falter, innovation is thriving elsewhere, particularly in the parts of the Global South where the impacts of plastic pollution are acute, and where existing infrastructure has historically been insufficient to combat them.
At Smartfill, we’ve seen firsthand how circular economy models can flourish in these environments, delivering both environmental and economic benefits.
Recent trials conducted in Kenya, Zambia, South Africa, and Bangladesh demonstrate practical approaches to building scalable systems that reduce plastic waste and empower communities that use them.
The insights gained from these trials provide valuable guidance that could inform efforts to address plastic pollution further afield, including markets in the Global North.
Circular innovation in action
Our approach focuses on eliminating single-use plastic packaging by implementing affordable, safe, and scalable refill systems. This technology enables consumers to buy food and cleaning products in precise quantities, which helps reduce waste and improve affordability.
The model has proven particularly effective in informal markets, where packaging costs can inflate prices and restrict access to essential goods.
In South Africa, our partnership with the TRANSFORM initiative – backed by Unilever, EY, and the UK’s Foreign, Commonwealth & Development Office – has enabled us to deploy refill-enabled stores in underserved areas like Thembisa, a township in the Greater Johannesburg area.
These stores use smart dispensers to sell products like rice, maize meal, cooking oil, and washing powder by weight or value, allowing consumers to manage cash flow while reducing packaging waste.
In Lusaka, Zambia, we’ve expanded this model to the Mtendere township, reaching thousands of consumers with low-emission distribution networks and local ambassadors who drive education and adoption.
In Bangladesh and Kenya, pilots have demonstrated the adaptability of this type of system across different cultural and economic contexts, making the case that circular innovation is not just a Global South solution, but a potentially global one.
Lessons for the Global North
Stakeholders in the Global North often view plastic pollution as a technical challenge requiring high-cost solutions. Our experience tells us something different: systemic redesign – not just technological innovation – is key. Circular systems don’t just reduce waste; they increase efficiency, lower costs, and boost margins, which makes a compelling case for any business or consumer, regardless of geography.
The first of the key lessons that can be applied to Northern markets is that affordability drives adoption. In emerging markets, affordability is the bridge to sustainability. By removing packaging and enabling bulk purchases, retailers can make essential goods more accessible.
Through dispenser solutions, consumers can also buy the quantity they need, which saves them from buying an excessive amount of a product they might not need. In the North, where inflation and cost-of-living pressures are rising exponentially, similar models can help consumers save while reducing their environmental impact.
Secondly, instead of retrofitting existing systems, we need to build new ones tailored to local needs. In the Global North, where legacy systems dominate, bold redesigns, which are supported by policy and investment, can unlock the potential of the circular economy.
This means moving away from traditional, linear models of consumption and waste – where products are made, used, and then discarded – and instead designing systems, such as refill stations, where resources are reused, recycled, and kept in circulation for as long as possible.
This makes it easier for consumers to participate in circular practices, which brings the environmental and economic benefits of reducing plastic waste.
However, this isn’t to say that affecting behavioural change will be straightforward. Through our trials, we’ve learned to appreciate the role community engagement has to play by enlisting local ambassadors to drive adoption.
In the North, where consumer behaviour is often entrenched, education and engagement will be equally important to shift habits and build trust in new systems.
A call for bold action
The collapse of the plastics treaty negotiations underscores a painful truth: multilateralism is proving ineffective. To effect real change, we must shift our focus from attempts to develop top-down regulation to bottom-up innovation. And the Global South is beginning to show us what’s possible. It’s time for the Global North to heed these lessons and learn, adapt, and invest in circular systems that work.