LAGOS: Rite Foods Limited has strengthened its environmental sustainability drive with the launch of its “Waste-Is-Naira” (W.I.N) initiative, a community-based programme designed to transform plastic waste into economic opportunities for Nigerians.
The initiative, unveiled at the company’s corporate headquarters in Lagos, is being implemented in partnership with RecyclePoints, a leading waste-to-wealth social enterprise focused on recycling and sustainable waste management.
According to the company, the programme forms part of its broader strategy to advance environmental responsibility while supporting national efforts to improve waste management and reduce plastic pollution.
The W.I.N initiative is structured around the principles of Extended Producer Responsibility (EPR), a global environmental framework that requires manufacturers to take responsibility for the lifecycle of their products, including post-consumer waste.
Through the programme, residents can exchange used plastic bottles and beverage cans for cash, thereby turning waste materials into a source of income.
The initiative aims to recover more than 750 tonnes of plastic waste annually, a move expected to reduce environmental pollution while improving recycling and circular use of packaging materials.
The partnership also involves several 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).
Speaking at the launch event, the Head of Corporate Affairs and Sustainability at Rite Foods, Ekuma Eze, described the initiative as a strategic step in the company’s sustainability journey.
According to him, the project reflects the company’s commitment to embedding environmental responsibility into its operations.
This initiative goes beyond simple clean-up efforts, he said.
It reflects our responsibility as producers to close the loop on our packaging materials. Through ‘Waste-Is-Naira’, we are establishing a system where post-consumer waste is collected, reintegrated into the value chain and translated into tangible socio-economic benefits for Nigerians.
Eze added that the programme expands the company’s earlier environmental activities, including coastal clean-up campaigns under the Rite on The Beach initiative, by introducing a more structured recycling framework.
Explaining the operational model, Programme Manager at RecyclePoints, Daniel Oderinde, said participants will receive specially designed Waste-Is-Naira sack bags to encourage proper waste separation.
Residents can collect plastic bottles and cans in the bags and deliver them to designated collection centers.
At the centres, the waste materials will be weighed, digitally recorded and processed, after which participants receive payment.
The digital system, according to the organisers, ensures transparency, accurate tracking and financial inclusion for participants in the programme.
The initiative is designed to integrate households, waste pickers and aggregators into a structured recycling value chain.
Environmental advocates believe such initiatives can help change public attitudes towards waste by encouraging communities to see recyclable materials as economic resources rather than refuse.
Founder of Popbeachclub and partner on the RiteonTheBeach project, Akin Disu, said the programme represents a shift in how society views waste management.
What we call waste is simply value in the wrong place,” he noted.
When producers take responsibility and systems connect people to opportunities, we unlock not only environmental benefits but also livelihoods. ‘Waste-Is-Naira’ demonstrates how Extended Producer Responsibility can work effectively at the grassroots level.”
Regulatory agencies also welcomed the initiative, describing it as an important step toward improving waste management in Lagos and strengthening public-private collaboration.
Director of Environmental Sustainability at LASEPA, Adedayo Adebayo, emphasised the importance of structured frameworks and compliance in ensuring long-term environmental impact.
Similarly, an official of LAWMA, Oguntola Omolara, described the programme as a timely intervention that supports the state’s waste management strategy.
The Director of Waste Management at the Lagos State Ministry of Works and Water Resources, Adeoye Babajide, said the initiative aligns with the Lagos State government’s commitment to maintaining a clean and healthy environment while protecting natural water resources.
Boosting Nigeria’s circular economy
Executive Secretary of the Food and Beverage Recycling Alliance, Arese Onigise, said initiatives like W.I.N demonstrate how companies can go beyond regulatory compliance to actively drive environmental sustainability.
According to her, establishing collection systems that encourage consumers to participate in recycling while integrating informal waste collectors into the value chain will help build a stronger circular economy in Nigeria.
“This is the kind of scalable model the industry needs to promote long-term environmental sustainability,” she said, adding that continued collaboration among government agencies, businesses and communities will be essential for its success.
Economic and environmental benefits
Beyond environmental protection, the initiative is expected to create employment opportunities across the recycling value chain.
Industry observers note that programmes like W.I.N can empower informal waste collectors, increase recycling rates and reduce plastic pollution in urban areas.
By embedding Extended Producer Responsibility into a scalable and community-focused model, Rite Foods hopes to demonstrate how corporate leadership can support environmental protection while also generating socio-economic benefits for communities.
The company said the initiative represents a practical example of how businesses can align commercial operations with environmental responsibility and national sustainability goals.
