PepsiCo is launching a project—’Recycling with Purpose’—by beginning to offer ‘ecoins’ in Peru. Ecoins are a virtual currency that financially incentivise users to recycle their waste, involve consumers in education about waste management and partner with civil society organisations to encourage inclusive recycling. On the digital platform, consumers can use ecoins to get discounts on products like food and drinks, as well as services—and the more your recycle, the more ecoins you can earn. Users bring clean, dry and segregated waste to collection centers to obtain the coins. Following the success of the launch in Peru, PepsiCo aims to expand the programme to ten countries throughout Latin America, between 2019 and 2021. It is estimated that 300,000 consumers will have ecoin accounts by the end of 2019.