I read the page and I would have to say that for now it could be a waste of time and hype at 4%
It most certainly
is hype at a mere 4%. Although since they claim to do this from old batteries, it could be an availability issue since most alkaline cells just get landfilled.
it probably costs as much to ship the batteries to be recycled and the pollution and fuel use in transit may make it a negative environmental impact.
Relative to mining and processing more iron, zinc, manganese, etc? I suspect it's a wash at the worst and their processes will likely only improve. If nothing else, it should be trivial to recycle the steel - which is most likely what they're doing to hit their
lofty 4% minimum target.
Would need a solid audit of their processes and costs to know for sure.
If they can continue onwards to their projected 40% target then that would be good but the problem is these are still alkaline batteries that leak and ruin stuff which for many people cannot be recycled but thrown in the dump. Make these eco batteries not leak and the savings from filling landfills with alkaleak damaged merchandise could add up substantially.
40% would be something close to the "closing the loop" bit they talk about in their marketing copy.
Of course, if these are substantially more expensive than vanilla alkaline cells then I'm even less sold since I'm using them quite rarely now.