A ERP Portugal, the managing entity of Waste Electrical and Electronic Equipment (WEEE) and Battery Waste (RB), collected 1,824 kg as part of the campaign ‘Where Are the Batteries and the WEEE?’, carried out in partnership with the Madeira Regional Government, the Association Presença Feminina, and Pingo Doce, which provided its Super Anadia store as a collection point and brought the initiative closer to the local community, as announced in a press release.
According to the same source, the community’s participation allowed diverting about two tonnes of waste from landfills and ensuring its proper disposal, as well as generating a direct impact in support of the Associação Presença Feminina. As a reward for this collective effort, ERP Portugal will provide a compensation, in Pingo Doce shopping vouchers, to the Associação Presença Feminina, also reinforcing the brand’s contribution to an initiative that combines environmental sustainability and social support in the region.
“Collecting almost two tonnes of electrical waste and batteries in Madeira demonstrates that the population is increasingly aware of its role in protecting the environment,” says Rosa Monforte, General Director of ERP Portugal. “By recycling these wastes, we are preventing dangerous components from polluting the region and recovering materials that can be reused. Beyond this environmental gain, it is with a great sense of responsibility that we turn this collective effort into practical support for the Associação Presença Feminina, whose work with vulnerable families in the region is vital.”
Eduardo Jesus, Regional Secretary for Tourism, Environment and Culture of the Autonomous Region of Madeira, emphasizes that “this campaign demonstrates that environmental sustainability and social responsibility can go hand in hand. The mobilization of the population not only allowed properly channeling more than 1.8 tonnes of waste, but also supporting an institution that develops essential work within the community.”
The campaign, which ran until World Environment Day, challenged Madeirans to hand in small appliances no longer in use, such as microwaves, toasters, or electric toys, and used batteries at the Pingo Doce Super Anadia store, facilitating the delivery of these wastes at a nearby and frequently visited point for many families.
