Festival
Reuse at Sheffield Food Festival
24th May - 26th May 2025
383Kg
Carbon
Saved
103Kg
Single-use
Savings
1,211
30oz Ice Cream Pot Equivalent
Sheffield Food Festival and Sheffield Action on Plastics partnered with Circulayo to deliver a streamlined, digital experience for their reusable cup system. The aim was to reduce single-use waste, improve operational efficiency, and promote sustainable alternatives.
While reusable cups had been trialled in previous years, the approach lacked scalability and ease of use. Circulayo’s technology changed that, enabling a seamless, trackable system. With a 90% average return rate, the solution proved a major improvement over past efforts.
This partnership marked a significant shift in how reuse can be embedded in large-scale public events.
Technology Overview
For Sheffield Food Festival, our two key technologies were used, the Flow Platform and Circulayo Connect, to collect data on usage, impact and engage consumers in the reuse system.
The Flow Platform powered the digital reusable cup and wine glass system, enabling seamless tracking, return monitoring, and real-time data collection. This allowed the team to monitor usage trends and capture key ESG metrics, including estimated plastic and carbon savings, while ensuring a smooth, user-friendly experience.
Circulayo Connect provided a QR-code-enabled digital touchpoint to further engage attendees in the festival. When scanning the code printed on their reusable cups, users were directed to a fully branded site with Sheffield Food Festival content.
From there, they could access stall information, browse event details, view environmental savings and impact, and take part in a survey for a chance to win tickets to future events. This interactive layer not only supported engagement but also reinforced the sustainability message of the reuse system.
Although no personal data was collected, the platform gave meaningful insight into digital engagement, with 289 Circulayo Connect scans recorded over the weekend. This demonstrated strong interaction with the reuse system and highlighted how reuse infrastructure can also serve as a valuable communication channel.
Together, Flow and Circulayo Connect offered a scalable, engaging, and data-aware approach to integrating reuse into a busy public event.
Deployment
Circulayo worked closely with Sheffield Food Festival organisers and Sheffield Action on Plastics to plan and implement the reusable cup system.
Over the three-day Sheffield Food Festival, Circulayo’s technology supported a smooth and successful rollout of the reusable cup system. The solution was deployed in a contained zone near the main bar, where thousands of attendees gathered throughout the weekend.
The deployment included the set-up of bins around the bar location, enabling attendees to easily return their reusable cups upon leaving the bar area. Attendees could view the location of the return points by scanning the QR code on their cup.
Our reuse bins were placed next to regular waste bins, accompanied by clear, purpose-designed signage to cups to the correct bins.
Festivalgoers actively engaged with the system, returning the cups and scanning QR codes to access Circulayo Connect. The Flow platform provided real-time visibility on returns, a over the weekend.
Add paragraph text. Click “Edit Text” to update the font, size and more. To change and reuse text themes, go to Site Styles.
Add paragraph text. Click “Edit Text” to update the font, size and more. To change and reuse text themes, go to Site Styles.
Add paragraph text. Click “Edit Text” to update the font, size and more. To change and reuse text themes, go to Site Styles.
