Coca-Cola launches first ‘on-the-go’ recycling initiative

The soft drinks giant decided to target packaging used away from the home following “encouraging increases in the UK domestic recycling rate”, and plans to roll out 80 such facilities across the country in the next three years.

Joe Franses, Coca-Cola’s head of corporate responsibility and sustainability, said: “Packaging is one of the most valuable materials we have as a company, and it is key to us to encourage as much recycling as possible.”

Thorpe Park will have six dedicated areas, developed in conjunction with its owner Merlin Entertainments Group and the Waste and Resources Action Programme (Wrap), that will enable visitors to separate aluminium drinks cans, PET bottles and paper.

The existing waste management firm will take care of the collection and reprocessing of the collected materials.

Franses said Coca-Cola had also worked with plastics recycling body Recoup to “get the branding and signage clear and obvious to visitors”. Recoup will provide up to 15 days of technical consultancy to all organisations taking part in the scheme.

Coca-Cola is in talks with Merlin Entertainments Group about introducing the scheme at its other sites, which include Alton Towers and Legoland, and also envisages introducing it in shopping centres and offices.

Waste minister Joan Ruddock added: “With a target of increasing the national recycling rate to 40% by 2010, programmes such as the Recycling Zone from Coca-Cola Enterprises are vital to the UK hitting its targets.”

An analysis of on-the-go recycling will appear in the June issue of Packaging News.

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