2.3.1 Coca-Cola’s vision on sustainable packaging

Summary

Robert Seegers of Coca-Cola European Partners outlines the company's vision for sustainable packaging, 'World Without Waste'. The strategy involves minimizing raw material usage, striving for 100% packaging collection, and promoting recycling. The goal is to transition from a linear to a circular model, reducing the carbon footprint and embracing a long-term commitment to sustainability, despite higher costs and production challenges.

Takeaways

• 🌏 Coca-Cola has launched a global vision called 'World Without Waste', aiming for a sustainable packaging future.
• 📦 The company collaborates with local bottlers worldwide for production and distribution, with Coca-Cola European Partners focusing on Western Europe.
• 🔄 The vision for sustainable packaging includes avoiding raw material use, collecting packaging, and playing an active role in recycling.
• 🎯 A long-term goal of 100% collection of packaging is set, with an emphasis on using recycled content to enhance sustainability.
• 🗑️ Coca-Cola seeks to inspire consumers to recycle properly, contributing to a circular economy.
• 🌐 While there is a global strategy, the execution of sustainable packaging initiatives varies by country due to differing levels of development.
• ♻️ Recycling is a critical component of sustainability, with packaging accounting for about half of the carbon footprint of soft drinks.
• 🔄 The transition to a circular model is essential, aiming to minimize raw material use and maximize recycling.
• 🔑 Coca-Cola aims to play a pivotal role in the recycling value chain, ensuring the quality of recycled materials for future packaging.
• 💡 The use of recycled PET in bottles has implications for the production process and is currently more expensive than virgin plastic.
• 💰 The shift to sustainable packaging requires investment and may not immediately increase profits, but it aligns with long-term brand values and consumer expectations.

Q & A

What is the vision of Coca-Cola on sustainable packaging called?

The vision of Coca-Cola on sustainable packaging is called 'World Without Waste', which is their clear ambition for the near future.

Who is Robert Seegers and what is his role in Coca-Cola?

Robert Seegers leads public affairs and communications for Coca-Cola European Partners, which is the Western European bottler of Coca-Cola.

What are the key elements of Coca-Cola's vision for sustainable packaging?

The key elements of Coca-Cola's vision for sustainable packaging include avoiding the use of raw materials, committing to collect 100% of their packaging, playing an active role in recycling, and inspiring consumers to do the right thing with empty packaging.

How does Coca-Cola's global strategy for sustainable packaging differ by region?

Coca-Cola has a global strategy for sustainable packaging, but the execution may differ from country to country, depending on the development of collection and recycling systems in each region.

What is the significance of recycling in Coca-Cola's sustainability efforts?

Recycling is one of the most important elements in Coca-Cola's sustainability efforts, as about half of the carbon footprint of soft drinks is related to packaging.

What is the concept of a 'circular model' in the context of Coca-Cola's packaging strategy?

The concept of a 'circular model' refers to Coca-Cola's aim to switch from a linear to a circular approach, using as little raw materials as possible and bringing back as much as possible to close the loop in the packaging lifecycle.

How does Coca-Cola plan to play an active role in the recycling value chain?

Coca-Cola plans to play a pivotal role in the recycling value chain by ensuring that collection systems work properly, supporting litter organizations, and focusing on the quality of the feedstock for the next phase of the circular economy.

What are the implications of using more recycled PET in Coca-Cola bottles?

Using more recycled PET in Coca-Cola bottles has implications for the production process, such as the blowing process in the factory, and it is currently more expensive than oil-based virgin plastic.

Why is the transition to more sustainable packaging more complex than it might initially seem?

The transition to more sustainable packaging is complex due to factors such as the impact on the production process, the higher cost of recycled content compared to virgin plastic, and the need for investments that may not immediately increase profits.

What is the long-term perspective of Coca-Cola regarding sustainable packaging?

Coca-Cola's long-term perspective is to be a brand that everybody loves and that will be here in 30-50 years, which means embracing a path towards more sustainable packaging regardless of the costs involved.

How does Coca-Cola's approach to sustainable packaging reflect its commitment to the environment?

Coca-Cola's approach reflects its commitment to the environment by striving for a 'World Without Waste', focusing on the circular economy, and investing in sustainable practices despite the associated costs and complexities.

Outlines

00:00

🌏 Coca-Cola's Global Sustainable Packaging Vision

Robert Seegers, leading public affairs and communications for Coca-Cola European Partners in Northern Europe, introduces Coca-Cola's 'World Without Waste' vision. This initiative aims to minimize the use of raw materials, collect 100% of packaging, and actively participate in recycling to create a circular economy. The strategy is global but allows for regional differences in execution, with a focus on improving collection schemes in Western Europe and applying these lessons worldwide. The company's commitment to sustainability is underscored by the understanding that half of the carbon footprint of soft drinks is related to packaging.

Keywords

💡Sustainable Packaging

Sustainable packaging refers to the design and use of packaging materials that have a reduced environmental impact throughout their life cycle. It includes considerations for the sourcing of raw materials, manufacturing processes, and end-of-life disposal or recycling. In the video, Robert Seegers discusses Coca-Cola's vision for sustainable packaging, emphasizing the company's commitment to reducing waste and promoting recycling, which is central to the theme of creating a 'World Without Waste'.

💡World Without Waste

This is Coca-Cola's global initiative aimed at eliminating waste by focusing on sustainable packaging. It is a clear ambition for the company's near future and represents a commitment to environmental responsibility. The term is used in the script to highlight the company's vision for a sustainable future where packaging waste is minimized or eliminated.

💡Coca-Cola European Partners

Coca-Cola European Partners is the bottler for Coca-Cola products in Western Europe. It is responsible for the production and distribution of Coca-Cola beverages in the region. The script mentions this entity to specify the speaker's affiliation and the regional focus of his work within the broader Coca-Cola Company.

💡Local Bottlers

Local bottlers are the regional partners of the Coca-Cola Company that handle the production and distribution of Coca-Cola products in their respective areas. The script mentions these entities to illustrate the decentralized nature of the company's operations and how they contribute to the global strategy of sustainable packaging.

💡Recycling

Recycling in the context of the script refers to the process of collecting and processing materials after their initial use to create new products. It is a key element of Coca-Cola's sustainable packaging vision, as it aims to increase the use of recycled content in their packaging and improve collection systems to close the loop on packaging waste.

💡Circular Economy

The circular economy is an economic system aimed at eliminating waste and the continual use of resources. It involves reusing, sharing, repairing, refurbishing, and recycling existing materials and products. The script discusses Coca-Cola's goal to transition from a linear model to a circular one, emphasizing the importance of reusing materials and reducing waste.

💡Collection Systems

Collection systems are the infrastructure and processes in place for gathering used packaging materials for recycling or disposal. The script mentions the need for Coca-Cola to play an active role in ensuring these systems work effectively to achieve their goal of 100% collection of packaging waste.

💡rPET (Recycled Polyethylene Terephthalate)

rPET refers to polyethylene terephthalate that has been recycled, which is a common material used in plastic bottles. The script discusses the use of increasing amounts of rPET in Coca-Cola bottles as part of their sustainable packaging strategy, noting the implications this has for the production process and cost.

💡Carbon Footprint

The carbon footprint is a measure of the total greenhouse gas emissions caused directly or indirectly by an individual, organization, product, or service. In the script, it is mentioned that about half of the carbon footprint of soft drinks is related to packaging, highlighting the environmental impact of packaging materials and the importance of sustainable packaging practices.

💡Global Strategy

A global strategy refers to a comprehensive approach that is applied across different regions or countries, taking into account local conditions and needs. The script discusses Coca-Cola's global strategy for sustainable packaging, which includes a vision that is applied worldwide but allows for regional differences in execution.

💡Investments

Investments in the context of the script refer to the financial resources and efforts put into developing and implementing sustainable packaging practices. While there may be initial costs associated with these practices, the script suggests that such investments are necessary for the long-term sustainability and success of the brand.

Highlights

Coca-Cola has launched a vision for sustainable packaging called 'World Without Waste'.

The company works with local bottlers globally for production and distribution.

Coca-Cola European Partners is the Western European bottler for Coca-Cola.

Sustainable packaging vision includes avoiding raw material use, collecting packaging, and active recycling.

100% collection of packaging is a long-term goal for Coca-Cola.

Recycled content in packaging increases its sustainability.

Coca-Cola aims to inspire consumers to recycle packaging properly.

Coca-Cola has a global strategy that adapts to local conditions for packaging sustainability.

Western Europe has established collection schemes being improved for 100% collection.

Learnings from Western Europe will be applied to other regions to enhance collection and recycling.

Recycling is key to sustainability, as packaging contributes significantly to the carbon footprint.

Coca-Cola is transitioning from a linear to a circular model for packaging.

The company plays a pivotal role in the recycling value chain to ensure packaging is returned.

Quality of recycled feedstock is crucial for the circular economy and new packaging.

Transitioning to sustainable packaging has implications for production processes.

Recycled PET (rPET) is currently more expensive than virgin plastic, impacting long-term strategy.

Coca-Cola is investing in sustainability despite the associated costs for long-term brand value.

Sustainability is a choice for Coca-Cola to ensure its brand remains loved and relevant in the future.

Transcripts

Hi I'm Robert Seegers I lead public affairs and communications for Coca-Cola European Parners

in Northern Europe.

Globally we have just launched our vision on sustainable packaging called World Without Waste.

That’s our clear ambition for the near future.

All over the world the Coca-Cola Company works with local bottlers,

who take care of the production and distribution of their products.

So, I for me, work for Coca-Cola European Partners, which is the Western European bottler of Coca-Cola.

The vision of Coca-Cola on sustainable packaging exists of a few elements.

First of all, we try to avoid the use of raw materials as much as possible.

That’s something that we have in our hands.

Secondly, we are committed to collect as much of our packaging as possible: 100% is our long-term goal.

Thirdly, we aim to play an active role in recycling.

The more recycled content we can put in our packaging, the more sustainable they will be.

And what we also want to do, is inspire consumers to do the right thing

once they have an empty packaging from our brand in their hand.

Coca-Cola is a global brand and we do have a global strategy for all of our brands.

It's no secret at the same time that there are parts of the world that are more developed than others.

So, I myself for instance, am active in Western Europe

and we have rather well established collection schemes that we are now

gradually trying to improve over time in order to achieve our 100% collection goal.

And the lessons that we learn in countries like in Western Europe

we hope to apply in other parts of the world other parts of the world where collection and recycling

is in a much earlier phase of development.

So we have a global strategy, but execution may differ from country to country.

Recycling is one of the most important elements in sustainability for us.

If you look at the carbon footprint of soft drinks, about half of it is related to packaging.

So it's obvious for us that's one of the key issues that we have to address.

And if you want to make sustainable packaging, I already mentioned the prevention is one part.

But in the end, the essence of this all is to switch from a linear to circular model.

That's what it's all about.

We have to close the loop: to use as little raw materials as possible

and to bring back as much as possible.

We aim to play an active role in the whole value chain of recycling.

We have to play a pivotal role there, because we are one of the key partners

and in the end we want our packaging back.

And to do so, to aim that goal, we have to play an active role.

Not only in distributing our packaging, but also in making sure that collection systems

properly work, also make sure that litter organisations can do their work.

So in the end, if we get that packaging back, we are very much depending on the right quality

of that feedstock, whether we can yes or no use it for the next phase of the circular economy.

Can we use it yes or no in a new packaging?

Very important for us.

That's why we play an active role in closing that loop and in the several elements of the circle.

The transition to a more sustainable packaging implies much more than you would expect on first hand.

If you for instance look at this very simple Coca-Cola 50 ml bottle.

We put more and more recycled PET in this and that may seem very obvious and very easy,

but it has lots of implications in the production process.

So for instance, we blow the bottles in the factory where this is made

and the amount of rPET that is in a bottle has consequences for the blowing process

you can use in your factory.

That’s just one element.

Another element is that rPET, so recycled content,

at this stage is much more expensive than oil-based virgin plastic.

That's something to consider when you design your long-term strategy on sustainable packaging.

And that's why it sometimes asks, demands, investments,

rather than that you immediately have profits that go up in the next year.

But still we think it's the right thing to do, and we think in the end, consumers will fully recognise

what we're doing here.

Of course, there are costs related to making your packaging more sustainable,

but in the end is not a question of how much it will cost.

In the end it’s: Who do you want to be?

And if we want to be the brand that everybody loves and that will be here in 30-50 years time,

there's only one way to go and that's the way we've chosen.