"You may have heard of 'pay it forward', a movement encouraging acts of kindness that are passed forwards from one person to another," Ursula Ndhlovu, corporate affairs director at Royal Canin South Africa, a MARS company.

"We're taking that to the next level by introducing 'pay it paw-ward', where we hope to create a more caring society and a better world for pets. We believe that this marketing campaign will do just that," adds Ndhlovu. 

According to the duo, the reverse vending machine is a first of its kind in South Africa. It sees consumers being rewarded for their earth-friendly behaviours when recycling.

Royal Canin has a goal to feed as many shelter animals as possible by collecting 10 000kg of pet food. The food will be distributed to animal shelters including:
  • Kitty & Puppy Haven
  • Friends of Rescued Animals (F.O.R.A)
  • Fallen Angels
  • Langebaan Animal Care, and
  • Pietermaritzburg Animal Rescue.
"We're urging consumers to take plastic, glass, Tetra Pak and metal items to the reverse vending machines. For every item that you recycle with us, a pet shelter will receive one kilogram of Royal Canin food. Your act of goodness means we can pay it forward to animals in shelters."

According to the duo, the red recycling machines are easy to spot — they're branded 'paw-ward' and have a black and white kitten image, both synonymous with the Royal Canin brand. They are located at:
  • East Rand Mall, (Johannesburg)
  • Cornubia Mall, close to Umhlanga (Durban) and
  • Willowbridge Centre, Tyger Valley (Cape Town).
"Our campaign has attracted overwhelming warmth and positive feedback from South Africans, and as such, we are extending the campaign and adding more locations. Our goal is to have 10 000 items recycled, which will mean ten tonnes of much-needed food will go a long way to help alleviate the strain on our country's pet shelters," says Ndhlovu.

The reverse vending machines (RVM's) accept most barcoded glass, plastic, Tetra Pak and metal items that are no larger than two liters and are in a solid form (hard plastic, not packets or bags).

A complete list of accepted items is available on the Imagined Earth mobile app for ease of reference and can be downloaded on Apple or Android.

"We are calling on all South Africans to recycle; not only will it help desperately needy pets in this case, but we believe it's our shared responsibility to promote a greener, healthier planet for all. Our brand is globally committed to sustainability and this campaign is aligned to our strategy of becoming 'Sustainable in a Generation', focusing on a healthy planet, thriving people and nourishing wellbeing for pets," concludes Ndhlovu.

For more information, visit www.royalcaninheroes.co.za.