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Marketing Recycling

American drinks giants team up to end plastic profligacy through 'Every Bottle Back' push


By John Glenday, Reporter

October 30, 2019 | 3 min read

Three of America’s biggest beverage companies have come together to minimise the volume of discarded plastic generated by their production processes through the launch of a new bottle return campaign.


American drinks industry vows to end plastic profligacy with bottle boost

The ‘Every Bottle Back’ initiative will see the Coca-Cola Company, Keurig Dr Pepper and PepsiCo commit to the circular plastics economy by accepting the return of used plastic bottles so that they can be recycled.

This seismic shift in production will be communicated via a public awareness campaign which will reinforce the importance to consumers of returning their disused bottles and is being backed up by a $100m fund to improve sorting, processing and collection of plastic waste.

The initiative seeks to avoid such single-use containers from ending up in the environment or landfill across the US and is being supported by the World Wildlife Fund and The Recycling Partnership together with Closed Loop Partners.

The majority of US plastic drinks bottles and caps are now made from polyethylene terephthalate (PET) which is 100% recyclable, although this fact is lost on half of consumers who are unaware that plastic bottles can be recycled – according to research carried out by the American Beverage Association (ABA).

Sheila Bonini, senior vice president of private sector engagement at WWF, said: “Reaching our goal of No Plastic in Nature by 2030 will only happen if business, governments and the NGO community work together to fix a broken plastic material system.

“ABA is driving this sense of collaboration within the beverage industry to address one critical piece within this system, which is PET recycling in the U.S.”

Earlier this month Coca-Cola partnered with Diesel to communicate recycling awareness through the medium of clothing.

Marketing Recycling

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Coca-Cola, or Coke, is a carbonated soft drink produced by The Coca-Cola Company. Originally intended as a patent medicine, it was invented in the late 19th century...

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