Brand seeks to get rid of single-use plastic – once and for all

Light My Fire introduces Borrow – a program designed to change consumer behavior and end the use of single-use plastics.

Light My Fire announces the Borrow program, a pioneering effort to eliminate the use of disposable products. The program includes reusable plates, glasses, cups, cutlery, a mobile dishwashing station, a collection station for easy transportation, bicycles for delivery and collection, and a compost that turns food scraps into fertilizer in just 24 hours.

Borrow has been developed to meet the needs of event organizers, stadiums, municipalities, schools, universities and companies. There are several options to choose from depending on the needs: From daily rental for an event, to long-term rental or purchase.

Within Borrow there are four main categories. Each category has been tested for its purpose and designed to fulfill its function in the best possible way. They are:

1. Everyday: For cafes, restaurants, schools, workplaces, universities and tour operators.

2. Event: Ideal for stadiums, caterers, festivals and other events.

3. Tailor-made: For amusement parks, water parks, parks, tour operators, guides, outdoor food sales and the like, where customized solutions are often required.

4. Add-on modules: Dishwashers, collection stations, box bikes, on-site composting and deposit tokens – solutions that make the whole return process smooth.

Field-tested, no-waste solution

The Borrow program is the result of the RETAKE research project, with pilot projects at the Gothenburg Horse Show in Skandinavium in February 2023, and at Almedalen Week in Visby in June 2023. The durable products are specifically designed for events and can be used at least 400 times.

“This is a modular service solution that eliminates waste and reduces a company’s carbon footprint,” says Calill Odqvist Jagusch, owner and CEO of Light My Fire.

When a customer considers the product “used-up,” they can return it for recycling, further reducing the carbon footprint. If the customer then repurchases the products, they receive a 25 % material discount.

“When the products are used up, they are returned to us and we grind down the plastic and make new ones. This saves large amounts of disposable products while maximizing the use of the material. The process can then be repeated at least ten times, which means the material can be used about 4 000 times,” explains Calill Odqvist Jagusch.

It was in 2017 that Light My Fire embarked on its current path: Growing the company while minimizing the amount of virgin materials it introduces to the market. Recognizing that the problem of plastic waste was acute, Light My Fire began exploring ways to reuse its existing products while becoming an active advocate for responsible plastic use.

“Back in 2017, we asked ourselves: How can we contribute to the regenerative economy without further exacerbating the plastic waste crisis?” says Odqvist Jagusch, before continuing:

“We are convinced that reusable, recyclable plastics are key to solving these challenges and changing the way we think about plastic consumption.”

Global efforts to combat plastic waste have gained significant momentum in recent years. Sweden, where Light My Fire is headquartered, has been at the forefront of stimulating change and implementing measures to reduce the use of single-use plastics. Light My Fire has taken an active role in this movement and has developed extensive solutions to replace single-use plastics in various contexts, across the country.

Through years of research, testing, and various collaborations with like-minded companies and public programs, Light My Fire has pioneered innovative solutions that drive behavioral change and reduce plastic waste. These efforts include a range of solutions, tailored to different industries and contexts, including takeaway boxes, reusable lunch boxes, and rental programs for events and festivals.

About Light My Fire

Light My Fire is a pioneering company focused on reducing plastic waste and promoting the transition to a circular economy. By reusing plastic products and developing innovative solutions, Light My Fire drives behavioral change and promotes responsible plastic use. With a range of programs targeting consumers and various industries, the company partners with multiple stakeholders to eliminate single-use plastics.

lightmyfire.com

Images: Light My Fire

SUSTON
jonathan.eidse@norragency.com


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