(Fuente European Plastic Processor Magazine -EPPM-) Sensor-based technology is revolutionising the plastics recycling industry and as this market continues to grow, the opportunities for these machinery manufacturers extend well outside of Europe.

EPPM caught up with TOMRA Sorting’s Director for the Middle East and Africa Tasos Bereketidis at ArabPlast 2015 to discuss how sensor-based sorting technology has penetrated Europe’s recycling sector and how it is percolating into the Middle East, in addition to what sets TOMRA apart from the rest of the competition.

Bereketidis began by explaining that TOMRA – a Norwegian multi-national manufacturer – considers itself to be an «innovative solution provider».

«We are here to promote sustainable solutions in the region and provoke growth in these markets,» he said.

«ArabPlast is a challenge for us. It’s an invitation to prove that there’s hope in the Middle East for some innovative ideas that have been implemented in Europe.»

The European benchmark

Bereketidis’ journey with TOMRA in the Middle East began three years ago but there is still a long way to go before the region can compare itself to Europe in the recycling stakes. From a government level, a cultural level and in terms of mindset there is work to be done but it is clear the standard of Europe’s plastics recycling industry is considered a benchmark.

«It takes time, but I think the more challenges you have, the more opportunities you have and I think that is why we have to be here to accept this challenge,» Bereketidis said.

«I think the mentality here is so different from Europe. You don’t have the incentives and the regulation, like you have in Europe. But there are lot of customers based in the Middle East who are trying to make things better – indeed it’s business-driven rather than being legislation-driven.»

Bereketidis acknowledged that matters such as environmental legislation are not resolved overnight, but he believes legislation similar to the European Waste Framework Directive will be established in time, as there needs to be an incentive to deal with waste responsibly – in short, abide by the law or pay a penalty. In that same vein, he touched on an unwillingness to consider the long-term effects of disposing of plastic in the Middle East incorrectly, such as uncontrolled dumping in the desert.

«You have to tackle the problem at the root. That’s why we’re here and we’ll continue to be here to try and lend our expertise.»

The Middle East is not so very far away from Europe, particularly given the influx of European ex-pats who re-located to the flourishing cities of Dubai and Abu Dhabi in the wake of the financial crisis. This population growth has led to an upsurge in the amount of household waste generated in the Middle East and it is in the municipal waste disposal segment Bereketidis sees opportunities.

«Instead of disposing of everything in landfill – uncontrolled holes in the desert – I imagine a lot of opportunities for municipal solid waste sorting plants and less for upgrading plastics. There’s a lot of space for waste energy projects to be implemented too and that will also take time.»

Education and incentivising 

«In Germany there are incentives, or in the UK we have separate boxes [for recycling]. It’s not like I feel obliged to put plastic in the right box, I’m of a mentality to do so. Of course, I am an environmental engineer so I do care about the environment, but my neighbour is doing the same thing,» Bereketids remarked, adding that he has seen too many bids slip through the net due to a lack of knowledge.

«There’s been a lot of tenders out, but I guess sometimes the fact that people do not have the expertise [in recycling compared to in Europe], that causes problems, so tenders have been cancelled. I think raising awareness and educating people about waste management, recycling and technologies on both a business and consumer level is critical.

«If you go to European exhibitions like the K Show, people are coming up to us with questions about wavelength and other very specific questions. Here, it’s still at a very embryonic stage. [Visitors] say, ‘TOMRA? What do you do?’»

He added, however, that this apparent blank canvas is not necessarily a bad thing, with visitors treating their time on the TOMRA booth at ArabPlast as a brainstorming exercise – an opportunity to discuss.

«Basically, our mission statement is that we believe in a social revolution, as it were. We’re here to change things for the better. We’re the first and the only one in the region to have a subsidiary here.»

The slippery issue

But even Bereketidis’ infectious optimism is not impervious to the current slump in oil prices disturbing the recycling industry.

«Oil prices are very low and virgin material and recyclable material are now almost the same [in price]. In Europe there’s a lot of problems from a manufacturing and production point of view with reselling material and to my mind this instability will take around two years to correct itself. Unfortunately you have to cope with this. It’s hard and in some instances countries like Turkey are imposing laws and regulations to ban the export of PET bottles,» he revealed.

TOMRA’s expertise in sensor-based sorting is the company’s key to weathering the oil price storm blighting the plastics recycling industry, but the company is playing the long game, safe in the knowledge the machinery TOMRA specialises in has the capability to increase revenue yield on a customer-by-customer basis.

«We’re here to prove that you can make a lot of money based on less loss of your good material,

so we’re here to do things better both in terms of quality and in terms of capacity. If there’s problems in the market, if trends are a little bit negative then I would say if you are able to promote a better product then you will survive these difficult times.»

Naturally, research and development is the kingpin in any recycling machinery operation and investigating new systems and technologies is a priority for TOMRA’s makeup.

«We engage in a lot of research and development to provide the best quality materials we can. Everything is an evolution for us,» Bereketidis said, acknowledging the fact TOMRA will be announcing fresh product launches in 2015.

The three-pronged approach

Along with its cutting-edge technology, approaching each enquiry with care, adapting the equipment to ensure it meets customers’ various needs, is part of the TOMRA philosophy, which appreciates the complexities of the plastics recycling arena.

«Every time we’ll try to meet a customer’s specific needs for their application. That’s the beauty of it. It’s not like every time it’s the same application or the same level of difficulty. Some customers need to take PVC out of PET, or contaminated material out of a specific polymer so before anything, before selling anything, we give the customer the chance to do the testing themselves at our global test centres to demonstrate the technology to them before they commit.

«With the customer, it’s all about personal relationships. If you go cold-blooded then that’s a no-go.»

With its three-pronged approach of education, research and development and customisation – all imbued with a healthy dose of optimism and intelligence – TOMRA Sorting’s conviction that the Middle East can be as on top of its waste plastics as Europe both on a business and consumer level in two-to-five years seems convincing. «We are experts in sensor-based technology and it’s different when you’re specialised,» Bereketidis said.

«I think indirectly, we give the message there is hope for recycling. It’s a journey, not a simple approach, and there are barriers. But we are here to help and to do things in the right way.»