Coca-Cola Accelerates Reusable Packaging Pilots
The Coca-Cola Company is moving forward with several reusable packaging pilots in North America, including one that replaces single-use cups with reusable ones at large venues.
Through a partnership with r.Cup, the companies aim to replace single-use cups with end-to-end reusable cup solutions in large-scale sports and entertainment venues, cinemas, festivals, and events.
This collaboration comes after the Coca-Cola Company committed to a goal of 25% of its global product volume being served in reusable packaging by 2020. The No. 11 publicly owned consumer goods company is putting its focus on implementing reusable packaging options in North America to drive the adoption of refillable cups to contribute to the global reusable target, reduce single-use waste and limit use of new materials.
Anton van Zyl, director of sustainable packaging strategy at Coca-Cola North America, said the company is growing reusable cup programs in partnership with its foodservice and on-premise customers.
“Partnering with innovators like r.Cup is one such example where through pilots we are experimenting, learning and expanding the options for our consumers to enjoy our beverages in reusable packaging,” he noted.
Concessionaires have the option of several durable, polypropylene cups. Once the cups are binned and collected from each location, r.Cup collects, washes, sanitizes, inspects, and repackages the cups to be used again. With support from Coca-Cola North America, r.Cup will expand its infrastructure and frontline capacity in key cities, including opening new wash facilities later this year and directing a portion of profits to local nonprofit organizations who are working to address the packaging waste crisis.
“Our mission is to build a movement — and ultimately an infrastructure — to support the reuse economy while creating a broader economic impact in the community,” said Michael Martin, r.Cup founder and CEO, noting that every element of the closed-loop model is designed to create operational efficiencies for concessionaires. “Offering reusable cups is a small way we can all make a big dent in the packaging waste challenge.”
“Our customers are asking for reusable solutions,” added van Zyl.
Coca-Cola is also executing a number of packaging test-and-learns in North America that include a returnable glass bottle pilot in El Paso, TX, with Coca-Cola Southwest Beverages.
A partnership with Validfill includes reusable cups featuring microchip technology and QR-enabled technology for its Freestyle machines, while one with A&W Canada features an exchangeable cup program.
