The story was incredibly well received by the press, garnering such extensive coverage that Supreme was open to continuing to share its plans, cementing its position as an innovative and progressive player in the industry.
The second press release detailed the trilateral UK partnership between Supreme PLC, global vape brand ELFBAR, and leading nationwide chain B&M Retail, to provide over 700 in-store vape recycling bins across the entire B&M estate in a bid to encourage accessible, more responsible disposal of single-use vaping devices. The initiative, coming at a time of ongoing government consultation over potential restrictions on single-use vapes, was the first scheme of its kind in the UK, meaning consumers could now dispose of their used vapes in a convenient and sustainable way as part of their overall vape shopping experience. Hazardous waste management provider Wastecare Group, the UK’s largest collector of portable batteries for recycling, was brought on board to collect the bins, providing a sustainable solution where raw materials are recovered and recycled in line with existing disposal rules, vape batteries are processed to recover the lithium, and filter and nicotine elements are sent for incineration.
We achieved a huge amount of compelling coverage - 346 pieces in all - in a wealth of reputable news, business, and trade titles - including Sky News, The Independent, Yahoo News, Evening Standard, MSN, LADbible, The Grocer, Convenience Store, Vape Business and Planet of the Vapes, to name but a few. Not only did this position Supreme PLC as an organisation that is indeed always one step ahead, but also served to showcase the company’s continual commitment to positive change, endeavouring to make sure that the vaping products it sells are bought, used, and disposed of appropriately.