You have probably heard of Coca Cola, and if you live in Britain, then you probably know of Clearabee too. Well, the bottlers and the rubbish clearance expert could be working together soon. Coca Cola is set to unveil a recycling campaign worth millions of pounds. This campaign is set to reach 35 million British residents before 2017 ends

This is after bottling giant Coca Cola European Partners (CCEP) launched a new packaging strategy on 12th July 2017. The new packaging strategy will be geared mostly towards redefining the recycling policies of Coca Cola Great Britain.

Short-term and Long-term goals

CCEP has partnered with the largest plastic bottle reprocessing company in Europe, Clean Tech. The partnership between CCEP and Clean Tech will ensure the bottler doubles the amount of recycled
material in every polyethylene

terephthalate bottle within three years. The company intends to develop Britain’s recycling systems and recycle up to 50% of its products by partnering with other companies. The rubbish clearance of plastic bottles could achieve incredible innovation through this partnership.

The company’s vice president,
Leendert den Hollander, is confident that the move to use more recycled material in their plastic packaging will show an obvious indication of the company’s desire to support Britain’s circular economy. He also said that they are able and ambitious enough to go further in the future. This, he admitted, would necessitate a reform of their packaging collection system. He promised that they would partner with others to promote the necessary reforms and ensure recovery of these materials.

Coca Cola and Clearabee?

According to CCEP’s vice president Leendert den Hollander, the bottler’s main goal is to liaise with both local and national partners to recover and recycle all their packaging. Everyone who has lived in Britain long enough understands that Clearabee

is the top rubbish clearance company in the country, and they are committed to sustainable practices in rubbish clearance.

A good percentage of the British population continues to seek the rubbish clearance services of Clearabee. This makes it easy for the company to help communicate the significance of recycling to customers. Hollander said they need to identify the areas where they need to collaborate closely with others to clear rubbish while increasing the number of plastic bottles recovered and recycled.

What is the big picture?

A recent study conducted by the Co- operative Group (Co-op) has brought focus on the need to reform Britain’s rubbish clearance systems. The food retailer’s research found that Britain recycles only a third of her recyclable plastic packaging. This is perhaps the main reason why CCEP has vowed to collaborate with the UK Government in enhancing the existing recycling system.

The strategies being introduced by CCEP are geared toward supporting the growth of Great Britain’s circular economy by fostering higher rates of collection recycling of packaging. The company has guaranteed that it would provide a return scheme for packaging as it publicly supported this in February 2017.

The company’s commitment to the Government will be based on its support for the new working group of Defra. This will serve as a platform for interrelating recycling with information on consumer interactions. There will also be an on-the-go reward system bottle collection.

WRAP’s chief executive Marcus Gover commented on this announcement saying it was a really positive step. He noted that Coca-Cola was a well-known and far- reaching brand and their active encouragement of more people to recycle was welcomed by WRAP. He further commended the company’s commitment in recycling half of the plastic they use in their packaging. This, according to him, showed real leadership in the bottling industry while also providing the crucial market for recycled materials. Marcus Gover also said that more big brands were required to help inspire people to participate in the recycling initiative.

CCEP’s annual sustainability report which was released in early July 2017 showed that CCEP had already reduced its ratio of packaging use by 18%. This 18% reduction has led to the improvement in the rubbish clearance methods with a notable increase in the number of sites that are contributing nil waste to landfill. 64% of the company’s plants were taking no waste to landfill. This totals to 34 plants out of its 54.