Retail Promotions Toolkit & CRF Messaging

To all brand owners selling beverage products in New Brunswick,

The most immediate and exciting change for consumers with the new extended producer responsibility Beverage Containers Program that starts April 1, 2024, will be the financial benefit of recycling empty beverage containers. For more than 30 years now, New Brunswick consumers have been used to paying deposits when purchasing sealed, ready-to-drink beverage products and getting back half of these deposits as a refund when returning empty containers for recycling at used beverage container return facilities, known as “redemption centres.” Starting April 1, 2024, the Designated Materials Regulation requires that these deposits be fully refunded to consumers at redemption centres – meaning more money back into their pocket when recycling!

Encorp’s “Recycling Matters. Full Refunds Add Up.” campaign will highlight the exciting news that deposits on beverage containers are fully refundable when consumers do the right thing – recycle their empty containers! The campaign will be visible online and in various traditional advertising formats in communities throughout New Brunswick. Additionally, consumer education will take place at redemption centre locations. Encorp invites retailers to join the cause by utilizing and printing the creatives it has developed for its beverage product displays and in-store point-of-purchase (checkout) areas. The creatives emphasize the benefits of returning empty beverage containers to redemption centres for full refunds on deposits and provide a link to Encorp’s website for more information.

Furthermore, Encorp has also developed standard messaging which can be used at retail to inform consumers about the new internalized container recycling fee (CRF) on deposit-bearing beverage products.

To learn more about these consumer education tools available for brand owners/retailers, please review Encorp’s Retail Promotions Toolkit – attached to this email. The toolkit and all its components can also be downloaded from our website.

Please note that for confidentiality purposes, Encorp’s website (, to which all education tools produced by Encorp link consumers, will only be updated closer to April 1 with information regarding the new deposit/refund structure and CRFs applicable to deposit-bearing beverage containers. We also ask that you refrain from posting any of Encorp’s educational materials from the Retail Promotions Toolkit in your stores prior to April 1, 2024.

© 2024 Encorp Atlantic        506-389-7320 | 1-877-389-7320 |


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