Coke launches recycling plant

15 January 2009

The Coca-Cola Company has opened the world’s largest plastic bottle-to-bottle recycling plant in the US, to coincided with the launch of a multi-million dollar marketing effort supporting recycling called “Give it Back”.

The plant has been opened in partnership with the plastics recycling specialist, United Resource Recovery Corporation. When fully operational, the plant will produce approximately 50 million kilos of recycled plastic each year.

The “Give it Back” program is designed to remind consumers that Coca-Cola bottles and cans are valuable recyclables. The campaign will run in the US in outdoor, print, television and online and will also feature promotional activities at 600 college campuses. Consumers are directed to a central website, www.livepositively.com.

Katie Bayne, chief marketing officer, Coca-Cola North America. “Our brands are inspiring people to join us in the act of recycling as we encourage consumers to ‘Give it Back’ and help us achieve our goal to recycle and reuse all of our bottles and cans.”

Olivia Solon, London