Climate Rising Scaling Reuse with Vytal: A Circular Economy Conversation with CEO Fabian Barthel
Apr 23, 2025
Fabian Barthel, Co-founder and CEO of Vytal, is on a mission to revolutionize the packaging industry with his startup focused on reusable containers. He explores how behavioral science and innovative business models can change consumer habits around take-out food. Fabian discusses the shortcomings of deposit systems and emphasizes the transformative potential of Vytal's 'borrow and return' strategy. He also addresses challenges in scaling sustainable practices internationally and offers advice to entrepreneurs on integrating profitability with environmental impact.
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Behavioral Science in Reuse
- Deposit-return systems create a mental hurdle because users feel they're paying extra upfront. - Vytal's model reverses this by lending containers for free and charging a penalty only if they are not returned.
Origin of Vytal's Idea
- Germany has a long tradition of deposit schemes mainly for bottles, rarely for food containers. - Vytal innovated by applying a reusable container system for food, a more complex and costly product.
Pay-Per-Use Business Model
- Vytal charges restaurants per use rather than a deposit or flat fee. - This pay-per-use model is cheaper than sustainable single-use packaging and drives container circulation.