Consortium-based, post-use plastic innovation company Cyclyx International has partnered with Virgin Red, the rewards club from the Virgin Group, to improve the recyclability of plastic.

As part of this partnership, the companies will offer Virgin Points to incentivise participation in Cyclyx’s ten to 90 programmes.

Launched earlier this year, the new ten to 90 takeback and engagement programmes aim to divert more low-quality waste plastics away from landfill and into the Cyclyx supply chain system.

People participating in the programme can earn Virgin Points, which can be redeemed with Virgin Red for various rewards.

Virgin Red CEO Andrew Swaffield said: “I’m delighted Virgin Red is partnering with Cyclyx to support our commitment to helping solve the plastic crisis. It gives us the opportunity to engage with our US members and make it easy for them to play their part, by incentivising them with earning Virgin Points to spend on a wide range of fantastic rewards.”

Cyclyx was founded by Agilyx Corporation and aims to increase the recyclability of plastics from 10% to 90% by leveraging its expertise in the chemical composition of post-use plastic and by collaborating with industry partners.

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The partners will initially pilot the programme, before expanding nationwide and across the globe.

Cyclyx CEO Joe Vaillancourt said: “We couldn’t be happier to be working with Virgin Red. If we’re going to increase the recyclability of plastic from 10% to 90%, we will need to create some real behavioural changes in the way that people recycle. By partnering with Virgin Red, we will be able to offer people exciting rewards that will help to incentivise those changes.”