NDMAC opened its own bars to prove the effectiveness of the data, which is based on the use of KeyKegs, chosen for its ease of use and distribution benefits, as well as ethical reasons. The business has since evolved from a simple tech start-up to a multi-faceted business, based on technology with its own bar network. It works directly with brewers and has become a distributor of products, including KeyKeg. From the logistics through to the final consumption and the end of life of the Keg, it has visibility and tracking of any action performed involving the keg through data and apps – something that was previously almost non-existent.
Now the business is focussing on creating its own circular economy where brewers purchase the kegs from NDMAC, they are distributed to its bars, it collects the used Kegs, processes them using a specialised compacter and returns them to KeyKeg for reuse as part of its OneCircle journey. The new recycling hub in Brittany will serve 50 breweries from across France initially. KeyKeg also has collection hubs in the Netherlands, United Kingdom, France, Spain, Switzerland, Ireland and Belgium.
Commenting on the partnership, Marc Goffart, COO of NDMAC, said: "We have worked with KeyKeg for some time because the product is safe and easy to use, but more importantly because of its sustainability credentials and the fit with our own business ethos. Helping to promote recycling is very important to us - our ultimate goal is to convince the whole of the French craft beer market of the opportunities provided by a project such as OneCircle and the long-term benefits of the circular economy."
Currently, 30% of a KeyKeg is made from recycled material but the ambition is to make the kegs fully circular and OneCircle is a big part of meeting that goal.
Annemieke Hartman from OneCircle commented: "NDMAC is an innovative and rapidly growing business which shares our commitment to the circular economy. It is this sort of partnership that will drive recycling and ensure that KeyKeg remains the sustainable choice for the beverage industry."
In addition to its sustainability credentials, KeyKeg also provides premium protection for draught beverages like beer, cider and wine, ensuring they reach the consumer as fresh as the day they were produced, thanks to the unique bag technology which provides double the shelf life of other PET kegs.
OneCircle has joined the Plastic Alliance and signed its declaration that its products meet the environmental criteria of the European Union so no additional tax needs to be levied on its products.