Friendlier Joins Forces with Coca-Cola and the Toronto Zoo to Combat Single-Use Waste

Jacquie Hutchings, co-founder of Friendlier, is transforming waste management with a partnership among her Guelph-based startup, the Toronto Zoo, Coca-Cola, and Compass Group Canada. This initiative replaces single-use meal containers and fountain drink cups with reusable, branded Coca-Cola cups, marking a significant milestone in sustainable practices at the zoo. As Hutchings explains, every container returned reflects an individual's choice to contribute to environmental change.

Friendlier, established in 2020 by Hutchings and Kayli Smith, aims to simplify waste reduction in a fast-paced society. Their inspiration came from Sweden, where sustainability and circular systems are ingrained in everyday life. The startup has expanded to over 200 locations across Ontario, and recently launched in Vancouver. Their Guelph facility boasts industrial-scale dishwashing equipment specifically designed to process and sanitize the reusable containers efficiently.

The company’s evolution is remarkable, transitioning from a resource-strapped startup to collaborating with multinational corporations like Coca-Cola. Initially, Hutchings faced financial challenges but creatively partnered with local organizations to implement a return system for reusable containers. Positive customer feedback highlighted the community’s eagerness for solutions to plastic waste. Friendlier now serves restaurants, schools, cafés, and corporate campuses, with easy-to-spot blue bins for returning used containers. Each container can be reused up to 100 times before being recycled, enhancing sustainability.

As of 2024, Friendlier has significantly reduced environmental impact, preventing over 520,800 kilograms of greenhouse gas emissions and diverting more than 179,800 kilograms of plastic from landfills, in addition to conserving over 24.8 million liters of water. Hutchings emphasizes the importance of capitalizing on existing consumer habits; by providing convenient return options, the efforts become less burdensome for users.

Friendlier's local impact continues to intensify, with recent expansions into Farm Boy locations in Waterloo Region and partnerships with Wilfrid Laurier University and independent cafés. This growth reflects a strong community connection, with many local patrons expressing their excitement at new sustainability options being available.

Support from the local tech ecosystem has bolstered Friendlier's journey. As a part of the Communitech community, Hutchings finds solace in connecting with fellow startup leaders. This network helps her navigate the challenges of entrepreneurship, underscoring the power of shared experiences.

In 2023, both co-founders were recognized on the Forbes 30 Under 30 list in the Social Impact category, highlighting their contributions to sustainability. Despite their achievements, Hutchings acknowledges a long road ahead, as single-use packaging remains prevalent. She looks forward to a future where reusable systems become the norm, signaling a shift away from single-use packaging altogether.

Overall, Friendlier embodies a practical and community-focused approach to environmental stewardship, successfully navigating the complexities of entrepreneurship while making tangible contributions to waste reduction and sustainability in everyday life.