In conversation with Maxim Kaplevich, Founder & CEO of Sparklo

 Gulf Network

How does innovation drive sustainability in the Middle East?

Innovation makes it easier for people to adopt sustainable habits in their everyday lives, especially in regions where recycling infrastructure is limited. Without the right systems in place, many people don’t recycle because it feels inconvenient or confusing. Sparklo addresses this issue with a complete recycling solution.

Sparklomats, our AI-powered reverse vending machines (RVM), have the ability to accept and sort cans and bottles of all types—labelled, unlabelled, with barcodes, or not—in milliseconds. In the UAE alone, Sparklo collects over 200,000 bottles per day, which are reused to create new products. Additionally, through the Sparklo app, users earn rewards for recycling, which can be used for discounts on everyday products and services. This makes recycling not only easy but also rewarding, driving more people to get involved.

How can public-private partnerships advance sustainability?

Building the right infrastructure for sustainability is challenging and requires collaboration and shared resources. Public-private partnerships (PPPs) are crucial for developing large-scale, effective recycling systems. Governments and private companies can combine their expertise and resources to create practical solutions.

Sparklo has partnered with both public and private sectors in the UAE to establish recycling infrastructure that supports national sustainability goals. Through these partnerships, we’ve been able to create the infrastructure needed to make recycling available in places like offices, neighbourhoods, schools, and supermarkets, bringing it closer to where communities live and work.

What are the biggest challenges facing the recycling industry today?

One of the biggest challenges in recycling is that people often don't do it because the right infrastructure isn't in place. Without easy-to-use systems, people are unsure of how or where to recycle.

However, even with convenient systems in place, changing long-term habits can still be difficult due to a lack of awareness about the environmental impact of waste. That's why we’ve gamified recycling with the Sparklo app, where users earn instant rewards for recycling. This makes the process more engaging and, over time, helps build a sense of achievement, encouraging consistent participation.

How will technology shape future sustainability behaviours?

As technology advances, the capabilities might extend to tracking sustainability efforts through smart devices and apps, providing real-time data that shows people the impact of their actions. For example, wearable devices might monitor energy consumption or waste production.

Over time, as these technologies become more integrated into daily routines, they will help individuals naturally adopt and stick to sustainable habits, making green living a part of everyday life.

How does Sparklo track its long-term environmental impact?

We track our environmental impact by measuring the recyclables we collect and the amount of CO₂ emissions we help reduce. Our real-time systems allow us to track the volume of recyclables processed, giving us valuable insights into the environmental benefits. For example, Sparklo has already gathered more than 70 million plastic and aluminium recyclables in the MENA region, reducing over 10.5 million kilograms of CO₂ emissions.

We also monitor how many people are using the system, as it helps us understand how to improve and scale our efforts. This data not only shows the direct environmental impact but also helps us strengthen our infrastructure, making it even easier for people to recycle.