For this episode’s case study we visit the world’s largest soft drink producer. Coca-Cola distributes their drinks in different forms of packaging: glass bottles, aluminium cans, and plastic bottles. In line with this episode’s focus on plastic recycling, we will discuss the PET bottle and Coca-Cola’s recycling efforts.

In this first video Robert Seegers, Vice-President Public Affairs & Communications of Coca-Cola European Partners, explains why they invest in recycling, how they build towards 100% recycling, and the challenges in that process.

MAIN TAKEAWAYS

• Coca-Cola’s strategy consists of reducing the amount of materials used in their packaging, collect and recycle as much of their material as possible, and using recycled material in their bottles.
• To obtain high quality recycled material that can be used in their packaging, the company has to be involved with collection and processing of the packaging waste as well.
• There is a gradual transition to the use of recycled material in the packaging due to the adjustments that need to be made in the production process.
• Investments in this transition need to be made to sustain a positive and responsible brand image.