With up to €47m* set to be returned to SuperValu and Centra customers through Ireland’s Deposit Return Scheme (DRS) this year, shoppers are being offered a new way to make that money count — by donating it to charity.
Through the initiative, customers returning cans and bottles at SuperValu and Centra stores will have the option to donate their deposit to the retailers’ chosen charity partners. SuperValu is supporting AsIAm, Ireland’s autism charity, while Centra is partnering with the Irish Cancer Society.
More than 700 DRS machines between the SuperValu and Centra networks will be used which highlights the scale and opportunity for charities and customers alike. The campaign will be rolled out across 352 machines in the Centra network and 359 machines in the SuperValu network.
By linking everyday recycling to meaningful causes, the initiative empowers customers to make a positive impact with every return.
The DRS was brought in as the main driver to achieve Ireland’s recycling target of 77% by 2025 and 90% by 2029, with DRS identified as a proven successful solution for achieving these targets.
The initiative is being rolled out on an initial three-month basis with the two charity partners, and with SuperValu and Centra working with different charities throughout the year.
Luke Hanlon, Managing Director SuperValu and Centra, said: “The Deposit Return Scheme has been a success across our SuperValu and Centra stores since the rollout last year. I’m delighted that we have taken this step in partnering with two of Ireland’s most prominent charities in AsIAm, Ireland’s Autism Charity and the Irish Cancer Society. This initiative gives our customers a simple and effective opportunity to support great causes while increasing awareness of the Deposit Return Scheme as a whole. We look forward to working with both charities to ensure the partnership reaches its fullest potential.”
Adam Harris, CEO of AsIAm, “Autistic people deserve to have the same chance in life as everyone else, to be included, to be understood, and to be part of their community. We are delighted to partner with SuperValu as part of the Deposit Return Scheme. Customers donating their DRS vouchers to AsIAm at SuperValu stores nationwide is a powerful way for people to show their support to make Ireland a more inclusive place for the at least 1 in 20 people in Ireland who are Autistic, and our families. Autistic people face significant barriers and waiting lists to access the most basic of supports, we are working to scale our support nationally to respond to unprecedented demand and funds raised through initiatives such as this one are critical to this effort”.
Averil Power, CEO, Irish Cancer Society, also praised the partnership: “This is a really important and valuable partnership for the Irish Cancer Society, and I’d like to thank everyone at Centra for bringing us on board. We hope this initiative makes it as easy as possible for customers to support our work and play their part for the planet. We can't be there for patients and their families and invest in groundbreaking cancer research without your support."
By connecting environmental action to meaningful causes, the initiative reflects SuperValu and Centra’s shared commitment to sustainability and community — offering a simple, powerful way for customers to make an impact with every return.
Both charities will be prominently featured at deposit return stations within the stores, ensuring shoppers understand how their small actions can lead to big changes, both for the environment and for these important and worthy charities.
