In a country battling mounting waste management challenges, Rita Idehai is rewriting the script — one bottle at a time. As the founder of Ecobarter, a Nigerian social enterprise, Idehai is building a circular economy from the ground up by transforming plastic waste into wealth. Her innovative solutions are not only cleaning up communities but also creating economic opportunities for everyday Nigerians.
Rita’s journey began with a simple but urgent question: What if waste could be valuable? That question led to the birth of Ecobarter, which empowers individuals and businesses to exchange their recyclables—plastic, paper, glass, and more—for points, rewards, or cash. But what sets Idehai apart is her bold, local-first approach to innovation. She pioneered Nigeria’s first indigenous Reverse Vending Machine (RVM)—a smart, automated kiosk where users can deposit recyclables in exchange for incentives. It’s a game-changer in urban recycling and one of the first of its kind designed and built by Nigerians, for Nigerians.
Beyond the technology, Rita’s impact runs deep into the heart of social development. Her Waste Resources and Empowerment Programme (WREP) trains women and youths on how to collect, sort, and monetize recyclable waste. Through WREP, she is equipping a new generation of wastepreneurs—people who are not only cleaning the environment but also earning a living in the process. It’s “waste to wealth” in action, and it’s transforming lives across communities.
Under Idehai’s leadership, Ecobarter has also created digital tools that allow users to schedule pickups and track their recycling impact, making sustainability accessible even in underserved areas. Her work has earned her accolades, but more importantly, it’s inspiring a shift in mindset—proving that sustainability in Africa doesn’t need to be imported; it can be innovated locally.
Rita Idehai is more than a green entrepreneur—she’s a movement builder. By bridging technology, community empowerment, and environmental consciousness, she is redefining what it means to do business in Nigeria. With every plastic bottle collected, and every life uplifted, she’s showing that the future is not just sustainable—it’s profitable.
