Rite Foods Waste-Is-Naira initiative allows Nigerians to exchange plastic waste for cash, promoting recycling, jobs, and environmental responsibility
Rite Foods Limited has unveiled its “Waste-Is-Naira” (W.I.N) initiative, a community-driven programme that converts plastic waste into cash while promoting environmental sustainability and Extended Producer Responsibility (EPR).
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The initiative, launched at Rite Foods’ corporate headquarters in Opebi, Lagos, is implemented in partnership with RecyclePoints and supported by regulatory and industry stakeholders including the Lagos State Ministry of the Environment, Lagos Waste Management Authority (LAWMA), Lagos State Environmental Protection Agency (LASEPA), and the Food and Beverage Recycling Alliance (FBRA).
Rite Foods aims to recover over 750 tonnes of plastic annually, providing Nigerians the opportunity to exchange used bottles and beverage cans for money.
The programme integrates households, informal waste collectors, and aggregators into a structured recycling system, fostering a circular economy while creating jobs.
Ekuma Eze, Head of Corporate Affairs and Sustainability at Rite Foods, said the initiative reflects the company’s long-term sustainability strategy.
“With ‘Waste-Is-Naira’, we are institutionalising a system where post-consumer waste is recovered, reintegrated into the value chain, and translated into tangible socio-economic benefits for Nigerians,” he stated.
Daniel Oderinde, Programme Manager at RecyclePoints, explained the operational framework.
Participants receive designated sack bags to segregate waste at the source, which are collected, weighed, logged digitally, and reimbursed transparently, ensuring financial inclusion and accountability.
The initiative builds on Rite Foods’ previous coastal clean-up campaigns under the Riteonthebeach project, scaling efforts inland through an incentive-based recycling programme that encourages behavioural change at the community level.
Akin Disu, Founder of Popbeachclub and partner on the Riteonthebeach project, highlighted the broader societal impact.
“What we call waste is simply value in the wrong place. ‘Waste-Is-Naira’ shows how producers can transform environmental responsibility into livelihoods,” he said.
Regulatory stakeholders also welcomed the initiative. Mrs. Adedayo Adebayo, Director of Environmental Sustainability at LASEPA, praised its alignment with environmental standards, while Mrs. Oguntola Omolara of LAWMA described it as a timely intervention supporting Lagos State’s waste management objectives.
Adeoye Babajide, Director of Waste Management at the Lagos State Ministry of Works and Water Resources, added: “This initiative aligns with the state’s drive to preserve natural resources and maintain a healthy environment.”
Arese Onigise, Executive Secretary of FBRA, noted that the W.I.N programme exemplifies practical Extended Producer Responsibility.
“By incentivising consumers and integrating informal waste actors, Rite Foods is contributing significantly to Nigeria’s circular economy. This model is scalable and essential for long-term sustainability,” she said.
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Through the W.I.N initiative, Rite Foods demonstrates how corporate leadership, combined with regulatory collaboration and community engagement, can generate measurable environmental and socio-economic benefits while advancing sustainable development in Nigeria.
David Okere is a journalist and contributor to Freelanews.com, covering business, governance, public affairs, and human-interest stories with a commitment to accuracy, balance, and public interest reporting.
