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Cyclyx partners with Virgin Red

The partnership will drive behavioral changes in plastic recycling by offering Virgin Points to incentivize participation in Cyclyx’s 10 to 90 programs.

August 25, 2022

Portsmouth, New Hampshire-based Cyclyx International, a consortium-based postuse plastic company with a mission to increase the recyclability of plastic from 10 percent to 90 percent, has partnered with Virgin Red, the rewards club from the London-based Virgin Group.  

The partnership seeks to drive behavioral changes in plastic recycling by offering Virgin Points to incentivize participation in Cyclyx’s 10 to 90 programs, which will help address plastic pollution and the global transition towards net zero.  

“We couldn’t be happier to be working with Virgin Red,” says Joe Vaillancourt, CEO of Cyclyx. “If we’re going to increase the recyclability of plastic from 10 percent to 90 percent, we will need to create some real behavioral changes in the way that people recycle. By partnering with Virgin Red, we will be able to offer people exciting rewards that will help to incentivize those changes.”  

The 10 to 90 Challenge is a series of new takeback and engagement programs designed to divert more low-quality plastics away from landfill and into the Cyclyx system, where those waste plastics can be recycled with the goal to increase recycling rates of plastics from 10 percent to 90 percent.  

This includes a set of takeback programs, education, rewards and engagement tools, sponsored by Cyclyx, designed to incentivize small changes of behavior to increase the amount of plastics diverted from landfills and into the Cyclyx supply chain. Those postuse plastics can then be recycled into a range of products by its consortium of members.  

According to a news release from Virgin, Virgin Points will, in the future, be earned through a series of 10 to 90 programs and redeemed with Virgin Red for rewards. From sailings with Virgin Voyages, holiday breaks with Virgin Limited Edition, gifts and experiences with Virgin Experience Gifts or flights with Virgin Atlantic and its partner airlines. The partnership will be introduced as a pilot before expanding nationwide and then more globally. 

“I’m delighted Virgin Red is partnering with Cyclyx to support our commitment to helping solve the plastic crisis,” says Andrew Swaffield, CEO of Virgin Red. “It gives us the opportunity to engage with our US members and make it easy for them to play their part, by incentivizing them with earning Virgin Points to spend on a wide range of fantastic rewards.”