A global rebrand with sustainability and security at its core
As a leading aviation services provider operating at more than 300 airports across 65 countries and all six continents, Menzies Aviation plays a critical role in the smooth operation of air travel across the globe. From ground handling and fuelling to air cargo and executive services, their commitment to safety, security, and sustainability is central to their operations.
In 2024, Menzies Aviation undertook a major rebrand of their front-of-house uniform across global operations, a significant project with wide-reaching implications. With thousands of garments bearing the Menzies brand, the company needed a partner that could handle the secure and sustainable destruction of uniforms at scale. That’s where Avena came in.
“This was our first time recycling our old uniforms in around 10 years. So, we didn’t really know where to start.” – Rachel McCathie, Sustainability Officer at Menzies Aviation.
Secure disposal to protect brand integrity
Uniforms bearing a company logo aren’t just clothing, they’re part of a brand’s identity. If improperly disposed of, they can pose a serious security risk. Menzies Aviation understood this risk and made it a priority.
“We prioritise safety and security very highly, and we wanted to make sure we were disposing of our branded uniforms in a safe and secure way.” – Rachel McCathie, Sustainability Officer at Menzies Aviation.
Avena’s SecureBrand® textile destruction solution was designed for exactly this. Using security-vetted staff, GPS-tracked and CCTV-monitored vehicles, and industrial-grade destruction processes, Avena ensures that no branded workwear enters the public domain. All items are destroyed beyond recognition, protecting the Menzies brand and removing any potential risk of misuse.
By partnering with Avena, Menzies has not only secured the safe disposal of its branded uniforms but also improved operational efficiency across its stations by reducing overstock and establishing a clear end-of-life process for uniforms.
“We did not have a proper process for the disposal of the uniform or the documentation, and we had massive overstock of the unwanted uniform on station.” – Daniel Durkiewicz, Head of Operations at Menzies Aviation.
Contributing to Net Zero by 2045: A sustainability milestone
Menzies Aviation are committed to achieving net zero carbon emissions by 2045. This includes a 50% near-term reduction in scope 1 and 2 GHG emissions by 2030 from its 2022 baseline, and a reduction in their scope 3 GHG emissions of between 30% and 42% within the same timeframe. By partnering with Avena, Menzies are taking measurable steps towards this target.
“Partnering with Avena for secure uniform disposal really aligns with our sustainability goals… this project is really helping us divert our uniforms from landfill, and instead is allowing us to recycle and repurpose them.” – Rachel McCathie, Sustainability Officer at Menzies Aviation.
Avena’s sustainable solution has a zero to landfill policy which ensures that 100% of end-of-life textiles are diverted from landfill and instead repurposed into further-life products such as insulation, acoustic panels, and geotextiles. By tracking and documenting every single one of our clients’ collections, we can provide tangible carbon savings reporting which can be directly attributed to businesses sustainability and scope 3 emission targets.
“The carbon savings from this project with Avena contributes to our broader sustainability goals, especially our scope three emissions reduction goals, because we’re minimising waste and promoting a circular economy.” – Rachel McCathie, Sustainability Officer at Menzies Aviation.
In the UK alone, Menzies estimates a saving of six tonnes of CO₂e compared to traditional landfill disposal, as confirmed in their latest sustainability report.
Menzies Sustainability Report 2024: Link
Total traceability and peace of mind
Transparency is a key part of this partnership. With Avena, Menzies receives full audit trails and carbon impact reporting, providing confidence in every item’s end-of-life journey.
“We wanted to be able to trace what was happening with our old uniforms. We didn’t just want them to end up in landfill. We wanted to be able to see that they were being recycled and being repurposed.” – Rachel McCathie, Sustainability Officer at Menzies Aviation.
Avena’s solution includes certifications of destruction as well as detailed reporting on collection weights, repurposing outputs, and carbon savings, enabling Menzies to accurately report on their sustainability progress and benchmark their ESG performance.
“They’ve really helped us along every step of the way and communicated with us through this whole process, and they’re providing that traceability that really shows where our uniforms are going and what this is providing in emission savings.” – Rachel McCathie, Sustainability Officer at Menzies Aviation.
Leading by example in the aviation sector
With thousands of employees across the globe and a highly recognisable brand, Menzies Aviation is setting a new benchmark for sustainability in the aviation industry.
This partnership shows how operational challenges, such as old, branded uniforms, can become an opportunity to improve operational efficiency, reduce carbon emissions, and protect brand integrity.
Whether you’re managing uniforms for a single site or coordinating global operations, Avena’s SecureBrand® service provides a tailored, compliant, and zero-landfill solution.
Looking for a secure, sustainable way to dispose of branded workwear? Get a quote today.
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Frequently Asked Questions (FAQs)
Why did Menzies Aviation need to securely dispose of their uniforms?
As part of a global rebrand, Menzies Aviation replaced thousands of branded uniforms across their international operations. These garments, often worn by cabin crew, air hostesses, and ground staff, are a visible part of the Menzies brand. Improper disposal of aircraft clothing can pose significant risks, including unauthorised use and brand damage.
How does uniform disposal relate to aviation security?
Branded uniforms can be misused if they fall into the wrong hands, leading to serious aviation security concerns. By using Avena’s SecureBrand® service, Menzies ensured all items were securely destroyed beyond recognition, maintaining the integrity and safety of their brand.
How is Avena’s SecureBrand® service different from standard textile recycling?
SecureBrand® offers both security and sustainability. Unlike standard recycling services, Avena uses security-vetted staff, GPS-tracked vehicles, and CCTV-monitored processes. Every item is tracked from collection to final destruction, ensuring total traceability and peace of mind for global organisations like Menzies Aviation.
What happens to the old uniforms after they are destroyed?
After secure destruction, the materials are repurposed into useful products such as insulation, acoustic panels, and geotextiles. Avena operates a zero-to-landfill policy, helping aviation partners like Menzies contribute to a more circular economy.
How does this project support Menzies Aviation’s sustainability goals?
Menzies Aviation is targeting net zero carbon emissions by 2045, with clear milestones along the way. By partnering with Avena, they diverted tonnes of textile waste from landfill and achieved measurable carbon savings. This project aligns with their Scope 3 emissions reduction strategy and broader environmental, social, and governance (ESG) goals.
Can uniform disposal really help with reducing carbon emissions?
Yes. In the UK alone, this project saved approximately six tonnes of CO₂e compared to landfill disposal. These savings were confirmed in the Menzies Sustainability Report 2024, reinforcing the value of secure textile destruction in achieving real-world environmental impact.
How does Avena provide proof of secure and sustainable disposal?
Avena supplies certificates of destruction, detailed audit trails, and carbon impact reporting for every collection. This gives Menzies Aviation complete visibility over what happens to their old uniforms and helps them report accurately on sustainability performance.
Is Avena’s SecureBrand® service suitable for smaller operations too?
Absolutely. Whether you’re managing uniforms for a single airport or running international airline operations, Avena’s SecureBrand® solution is fully scalable. It’s ideal for anyone looking to securely dispose of branded workwear like cabin crew uniforms or air hostess attire while meeting aviation industry standards.
How can other aviation businesses get started?
If you’re in aviation, airline operations, or aircraft clothing management and need a trusted partner for uniform disposal, speak to our team today. Avena will tailor a secure and sustainable solution to suit your business needs.
