ASUS Joins Mexico's E-Waste Recycling Campaign

E-waste Recycling  |  2026-08-18 00:06:38   |   By

Data protection is also a component of the initiative, with PROAMBI responsible for securely deleting information stored on the devices.

SEATTLE (Scrap Monster): ASUS has joined Recicla en Modo Inteligente (Recycle in an Intelligent Way) an e-waste recycling campaign led by Intel and Office Depot Mexico in partnership with electronic recycling company PROAMBI, as companies seek to promote the circular economy and expand formal collection and treatment of electronic waste in Mexico.

The campaign runs from July 15 through Aug. 23, 2026, at participating Office Depot stores across Mexico. Consumers registered with Office Depot Rewards can turn in unused laptops, desktop computers, cellphones, tablets, monitors and video game consoles in exchange for a MX$1,500 (US$88) coupon applicable to the purchase of selected laptops with Intel technology, including models from ASUS, Acer, HP, Lenovo, and MSI.

All collected equipment will be processed by PROAMBI, a company with R2v3 certification. The process includes the secure and traceable deletion of private information stored on devices, as well as the environmentally responsible treatment and recovery of electronic components.

The initiative comes as global e-waste generation continues to increase. According to the Global E-waste Monitor 2024, published by the International Telecommunication Union (ITU) and the United Nations Institute for Training and Research (UNITAR), 62Mt of electronic waste were generated worldwide in 2022, but only 22.3% was formally collected and recycled. The report projects global e-waste generation will reach 82Mt by 2030.

Jaime Alverde, CEO, Office Depot Mexico, says the campaign seeks to connect technology upgrades with responsible end-of-life management for electronic devices. “Recicla en Modo Inteligente represents the materialization of our values: the customer focus, innovation and responsibility by ensuring that waste is managed ethically and safely by PROAMBI,” he says.

Hank Wu, Country Manager, ASUS Mexico, says the program provides consumers with an alternative for disposing of older equipment while supporting the adoption of newer devices. “This initiative helps people responsibly retire their old devices so they do not end up as simple waste, offering them a clear path to upgrade to faster and more efficient laptops,” Wu says.

Intel and PROAMBI also highlighted the role of formal recycling in protecting user data and recovering materials from devices. Ana Peña, Director of Communications for the Americas, Intel, says technology upgrades should be accompanied by responsible electronic waste management. “Today, millions of electronic devices reach the end of their useful life, while performance, security and efficiency needs continue to evolve,” adds Peña.

She adds that the campaign is intended to support both responsible waste management and the development of the circular economy in Mexico. “With ‘Recicla en Modo Inteligente,’ we promote a more conscious technology renewal culture, making it easier for people to access modern technology while contributing to the responsible management of electronic waste and the advancement of the circular economy in Mexico,” Peña says.

PROAMBI will oversee the recycling process and recovery of usable materials from the collected equipment. Mónica Escandón, General Director, PROAMBI, says its R2v3 certification supports traceable processes for handling electronic waste. “As a company specialized in electronic recycling with R2v3 certification, we provide secure, traceable processes aligned with the highest international standards to maximize material recovery, ensuring responsible and environmentally sound recycling of the electronics we receive during this campaign,” Escandón adds.

Data protection is also a component of the initiative, with PROAMBI responsible for securely deleting information stored on the devices. “In addition, we will guarantee the secure deletion of any information they may contain, protecting the privacy of the information contained on the devices, thus strengthening the circular economy in Mexico,” says Escandón.

The campaign forms part of a broader effort by companies in the technology and retail sectors to link device replacement with formal e-waste collection, material recovery, and data security. Consumers can participate through the campaign’s participating Office Depot stores during the promotional period.

Courtesy: www.mexicobusiness.com