Three of the biggest beverage companies – The Coca-Cola Company, Keurig Dr Pepper and PepsiCo – have together launched an initiative to reduce plastic use and boost the amount of bottles that are recycled.
The ‘Every Bottle Back’ initiative is being executed alongside the World Wildlife Fund (WWF), who will provide scientific advice and measure industry progress, and The Recycling Partnership and Closed Loop Partners, who will provide funds.
Spearheaded by the American Beverage Association (ABA), the initiative will “ensure” that plastic bottles are recovered after use and remade into new bottles, reducing the use of virgin plastic in the beverages market.
The initiative has four key focuses: measuring industry progress; improving quality and availability of recycled plastic; boosting public awareness; and working together.
Measuring industry progress
Industry progress in reducing the use of new plastic in the US will be accomplished via a collaboration with ReSource:Plastic – WWF’s corporate activation hub allowing companies turn their plastic waste commitments into measurable progress.
Specifically, ABA will use the ReSource: Plastic accounting methodology to track on the collective progress made on executing strategies to reduce the use of new plastic as well as a resource in identifying additional interventions.
Improving quality & availability of recycled plastic
The initiative aims to bolster the overall quality and availability of recycled plastic in key regions of the US by directing the equivalent of $400 million to The Recycling Partnership and Closed Loop Partners. This will be accomplished via a $100 million industry fund that will be matched three-to-one by other grants and investors.
The investments will be used to improve sorting, processing and collection in areas with the biggest infrastructure gaps to help increase the amount of recycled plastic available to be remade into beverage bottles.
A key part of the initiative is educating the public and, therefore, an awareness campaign will be launched to help consumers understand the value of 100% recyclable bottles. The campaign will rely on community outreach and partner engagement to reinforce the importance of getting bottles back.
The companies and organisations will work together to leverage their packaging to remind consumers that our bottles are 100% recyclable and can be remade into new bottles.
Beverage companies will begin introducing voluntary messaging on packages beginning in late 2020.