Rite Foods Limited has strengthened its commitment to environmental sustainability and regulatory compliance with the launch of its “Waste-Is-Naira” (W.I.N) initiative, in partnership with RecyclePoints.
The community-driven programme, unveiled at the company’s headquarters in Opebi, Lagos, is designed to advance Extended Producer Responsibility (EPR) while converting plastic waste into a source of income for Nigerians.
The initiative forms part of Rite Foods’ long-term sustainability strategy, aligning its operations with national environmental priorities and global best practices in post-consumer waste management.
RecyclePoints, a waste-to-wealth social enterprise, is collaborating with the company on the project, with support from key stakeholders including the Lagos State Ministry of the Environment, Lagos Waste Management Authority (LAWMA), Lagos State Environmental Protection Agency (LASEPA), the Food and Beverage Recycling Alliance (FBRA), and community leaders.
Through the programme, Rite Foods is implementing EPR principles by establishing a structured system for the recovery, collection and recycling of post-consumer packaging. The initiative also encourages public participation in sustainable waste management.
Residents can exchange used plastic bottles and beverage cans for cash, effectively turning waste into economic value. The company projects an annual recovery of more than 750 tonnes of plastic waste, aimed at reducing pollution, improving recycling rates and supporting local economic activity.
Speaking at the launch, Ekuma Eze, Head of Corporate Affairs and Sustainability at Rite Foods Limited, described the initiative as a natural progression of the company’s sustainability efforts.
“This initiative goes beyond clean-up efforts. It reflects our responsibility as a producer to close the loop on our packaging materials. 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 added that after years of coastal clean-up campaigns under the Rite on the Beach initiative, the company is now expanding inland through a structured, incentive-based recycling model designed to drive behavioural change at community level.
Daniel Oderinde, Programme Manager at RecyclePoints, said participants would receive designated collection bags to encourage proper waste sorting. Once filled, materials are delivered to collection hubs where they are weighed, logged and digitally recorded before payments are processed.
Akin Disu, Founder of Pop Beach Club and a partner on the Rite on the Beach project, highlighted the broader impact of the initiative.
“What we call waste is simply value in the wrong place. When producers take responsibility, and systems are designed to connect people to opportunities, we unlock not just environmental benefits, but livelihoods. ‘Waste-Is-Naira’ is a powerful example of how EPR can work effectively at the grassroots.”
Regulatory stakeholders have also welcomed the programme. Mrs Adedayo Adebayo, Director of Environmental Sustainability at LASEPA, stressed the importance of compliance and structured systems, while Mrs Oguntola Omolara of LAWMA described it as a timely intervention supporting the state’s waste management goals.
Adeoye Babajide, Director of Waste Management at the Lagos State Ministry of Works and Water Resources, said the initiative aligns with government efforts to maintain a healthy environment and protect natural water resources.
Arese Onigise, Executive Secretary of FBRA, said: “Initiatives like ‘Waste-Is-Naira’ exemplify how producers can move beyond compliance to actively implement Extended Producer Responsibility in a way that is both practical and impactful. By creating collection systems that incentivise consumers and integrate informal waste actors, Rite Foods is contributing significantly to the development of a circular economy for packaging in Nigeria. This is the kind of scalable model the industry needs to drive long-term environmental sustainability.”
She called for continued collaboration among stakeholders to ensure the long-term success and expansion of such programmes.
The initiative is structured as an inclusive, community-based system integrating households, waste collectors and aggregators into a formal recycling value chain.
Beyond environmental benefits, the programme is expected to create jobs, empower informal waste collectors and strengthen Nigeria’s circular economy, demonstrating how corporate action aligned with regulatory frameworks can deliver measurable environmental and socio-economic impact.
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