The Lenta retailer and the Kalina-Malina farmers' cooperative opened a joint eco-center in Kemerovo, where eight types of waste can be donated and eco-friendly alternatives for disposable goods can be purchased.

The eco-center is located in the parking lot of the Lenta hypermarket at 33 Kuznetsky Avenue. There will accept eight types of waste: cardboard and waste paper, glass, plastic lids, aluminum cans, PET bottles, and plastic labeled "2" and "5". Recyclables will be recycled both in Kemerovo and outside the region - in Novosibirsk and Tomsk. There will also be a shop with environmentally friendly alternatives to disposables.

It is planned that in the future meetings and lectures on healthy habits, including eco-bloggers from all over the country and adherents of "green" movements, will be held on the site of the eco-collection centre.

The founders of the project hope the centre will inspire people to adopt responsible lifestyles and consume responsibly.