Written by Siemuri Ogheneruemu

Published on: November 30, 2024, 4:07 P.M

In our previous feature, we highlighted how Temitope Okunnu has been championing sustainability and inspiring action through her work in environmental advocacy. Today, we spotlight another trailblazer, Rita Idehai, whose pioneering work with Ecobarter is revolutionizing waste management and creating ripples of change across Nigeria.

On a warm afternoon in 2017, Rita Idehai stood in the her community, observing piles of waste strewn carelessly along the roadside. The air was thick with the stench of neglect, and she couldn’t help but wonder: How did we let it get this bad? It wasn’t just about the waste; it was about the lost opportunities—opportunities to recycle, to create jobs, and to build cleaner environments. That moment birthed Ecobarter, which launched operations in 2018 with a bold mission: to a game-changing initiative in Nigeria’s waste management sector.

A Modest Beginning, A Powerful Mission

By 2018, Ecobarter was fully operational, driven by a simple yet profound mission: to create cleaner communities while encouraging personal responsibility for waste. Rita knew that asking people to sort and recycle wasn’t enough; there had to be an incentive. Thus, the concept of rewarding community members with small monetary payments for their waste drop-offs was born. While the rewards might seem modest, for many, they were a crucial motivator—and for Rita, it was proof that even the smallest actions could inspire big changes.

Ecobarter’s innovative model was simple yet effective: where community members could drop off their waste in exchange for small monetary rewards. Though modest, these incentives sparked a movement—proof that even small gestures can drive significant change when fueled by purpose.

Revolutionizing Waste Management with Innovation

As Ecobarter grew, Rita and her team faced a recurring question: How can we make waste sorting as effortless as possible? The answer came in the form of Nigeria's First Reversed Vending Machine—an automated system that makes waste sorting as intuitive as withdrawing cash from an ATM. For Rita, this wasn’t just a technological milestone; it was a symbol of progress, a tangible step toward demystifying recycling and embedding it into everyday life.

Overcoming Challenges with Tenacity

The road to transforming waste management in Nigeria was anything but smooth. Rita recalls moments of frustration when infrastructure fell short, when public awareness campaigns barely scratched the surface, and when government support felt like a distant dream. The absence of penalties for non-compliance with proper waste practices only added to the challenges. Yet, Rita’s determination never wavered. Through creative

problem-solving and relentless advocacy, Ecobarter continued to push forward, finding ways to thrive despite the odds.

A Ripple Effect of Change

The impact of Ecobarter has been profound. Streets once littered with waste are now visibly cleaner. Residents, motivated by both the financial rewards and a sense of responsibility, actively participate in waste sorting and recycling. Beyond this, Ecobarter’s online and offline sensitisation educational,Go-Green campaigns have sparked conversations about sustainability, turning awareness into action.

Building a Sustainable Future

Rita’s vision for Ecobarter is nothing short of transformative. In the short term, she aims to establish Ecobarter across Nigeria’s major states. Her medium-term goal is to expand into other African countries (Sub-Sahara Africa), particularly those with developing economies. Ultimately, her long-term dream is to make Ecobarter a sustainable partner in every home, embedding sustainability as a core value in daily life.

Words of Wisdom for Aspiring Changemakers

When asked what advice she would give to aspiring environmental entrepreneurs, Rita’s response is both simple and profound: “The environment affects everything—our lives, work, and food. It’s everyone’s responsibility to protect it. Every little action, whether it’s recycling, sorting, or composting, counts. The work is for all of us.”

Inspiring a Movement

Rita Idehai’s journey is a testament to what can be achieved when vision meets perseverance. Through Ecobarter, she has turned waste into wealth, challenges into opportunities, and apathy into action. Her story is a reminder that real change doesn’t happen overnight—but with innovation, education, and a relentless drive, it is entirely possible.

As Rita continues to lead the charge for sustainable waste management, one thing is certain: her work is paving the way for a cleaner, greener, and more sustainable future—not just for Nigeria, but for communities across Africa and beyond.