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.