Purpose – The purpose of this paper is to qualitatively investigate how product recovery management (PRM) activities affected the strategic design and implementation of a closed-loop supply chain for a fast-moving consumer good. Design/methodology/approach – The paper employs a case study approach with in-depth interviews and structured observation of PRM processes at the focal company. Findings – The focal company was able to design an efficient and effective product recovery and recycle manufacturing system by standardizing high-quality raw materials, using a modular structure for the product and maintaining control over the entire process and bypassing the temptation to use third-party collectors and processors. Research limitations/implications – Primary research relates to the single case study and the focal company; however, the findings may not generally apply to other fast-moving consumer goods (FMCG). Practical implications – The comparison of the focal company's processes to an extant product recovery model provides firms with a structured way of implementing product recovery and recycling. Originality/value – This paper adds to our knowledge of PRM and closed-loop supply chain design by investigating its practical application to a fast-moving consumer good; this topic has not previously received much attention by academics and practitioners.