The start-up is installing kiosks in stores across Jersey City, Howell Township, Watchung, North Plainfield, Wall and Marlton.
Customers can return their reusable bags in exchange for new ones on their next visit to the store.
GOATOTE’s reusable bag system is being powered by a technology platform developed by 99Bridges.
The trial aims to allow GOATOTE to understand the feasibility of reusable bag systems, which can help address the single-use plastic bag issue.
On 4 May, New Jersey’s nation-leading ban on single-use plastic bags and paper bags at supermarkets came into effect.
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GOATOTE co-founder Renee Lundahl said: “GOATOTE believes that implementing reusable bag systems in cities, states and countries that have enacted or are anticipating single-use plastic bag bans is critical to delivering ease for consumers while lessening impact on the environment.
“We are proud to collaborate with leading retailers to advance our reusable bag system on the ground and help make reuse mainstream!”
The launch in New Jersey builds on the Beyond the Bag pilots GOATOTE and 99Bridges took part in during August last year.
The Beyond the Bag Pilots involved winners of the Consortium to Reinvent the Retail Bag’s Beyond the Bag Challenge.
They were managed by Closed Loop Partners together with its consortium founding partners CVS Health, Target and Walmart.
Closed Loop Partners Centre for the Circular Economy managing director Kate Daly said: “We’re excited to see GOATOTE and 99Bridges’ progress and continued work with the Consortium to Reinvent the Retail Bag Partners, such as CVS Health and Target.
“Their work today builds on the collaboration established through the Consortium, and the collective insights gained from the Beyond the Bag pilots, paving the path forward for more circular bag solutions.”