Page 9 - Sparklo PR Report - June 2025

How Sparklo is redefining recycling in the UAE and beyond
Founded on the belief that recycling should be simple, rewarding, and accessible, Sparklo

emerged from a deep understanding of the sustainability challenges facing the UAE and the

wider MENA region.

Since its launch in December 2022, Sparklo has collected over 95 million recyclables, built the
region’s largest incentive-driven recycling community, and is set to redefine how we think

about waste, technology, and environmental responsibility across 10 countries.

In this interview, Maxim Kaplevich, founder and CEO of Sparklo, shares how parklo’s

innovative reverse vending machines — known as Sparklomats —are transforming everyday

recycling into a motivating experience by rewarding users with real-life discounts, bridging
the gap between people and recycling infrastructure.

What inspired you to start the company?

The idea for Sparklo came to me about six years ago. At the time, I was running an IT

outsourcing company focused on AI and machine learning — we specialised in high-

complexity projects in mobile and web development, AI/ML/DL, and UI/UX design. It was a
successful venture by agency standards — but I always wanted to launch my own product

and explored industries that truly lacked a game-changing solution.

That’s when I identified a critical gap in recycling systems. In many countries, including the

UAE, the technical capacity to process recyclables exists, and people genuinely care about

sustainability. Yet over 430 million tonnes of plastic are produced globally each year, with

two-thirds becoming waste after a single use. Clearly, something isn’t working.

The issue is the lack of infrastructure connecting people with recycling facilities in a way

that’s easy and motivating. That gap is what holds everything back. Cleantech providers need

to focus on building collection infrastructure — without necessarily engaging in recycling.

Countries like Germany and Scandinavian nations recycle large amounts of waste, supported

by strong infrastructure. But most of these countries rely on deposit-return systems: people
pay extra when they buy a bottle and are refunded only if they return it.

In regions where collection infrastructure is underdeveloped or inefficient, I believed we
needed a different approach: instead of taking people’s money to encourage recycling, we

should give them a solution that motivates them to return bottles and cans with rewards.

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