Cyclyx International has announced today a partnership with Virgin Red, the rewards club from the Virgin Group. The partnership will drive behavioural changes in plastic recycling by offering Virgin Points to incentivize participation in Cyclyx’s 10 to 90® programs, that will help address plastic pollution and the global transition towards Net Zero.

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, awesome holiday breaks with Virgin Limited Edition, gifts and experiences with Virgin Experience Gifts, or flights with Virgin Atlantic and its partner airlines – there’s something for everyone. The partnership will first be introduced as a pilot before expanding nationwide and then more globally.

The 10 to 90® brand is a set of takeback programs, education, rewards and engagement tools, created by Cyclyx, designed to incentivize small changes of behavior in order to increase the amount of waste plastics diverted from landfills and into the Cyclyx supply chain. Those waste plastics can then be recycled to a range of products by its consortium of members.

“We are really excited to be working with Virgin Red,” stated Joe Vaillancourt, CEO of Cyclyx. “If we’re going to increase the recyclability of plastic from 10% to 90%, we will need to create some real behavioural 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.”

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