Not content with just improving the carbon footprint of its bottles, Coca-Cola has launched a new program that will see it reuse and recycle displays for its products as well.
Called, aptly, the “Give It Back” rack, are display stands made from recyclable cardboard. But, as the name implies, Coke is actually encouraging retailers to return the racks once they are empty so that they can be reused or, in some instances, recycled.
“Coca-Cola recovered 400 million pounds of cans and bottles in the U.S. in 2010, yet we want to do more,” VP of business development Gary Wygant said. “By creating a 100 percent recyclable merchandise display rack, Coca-Cola is asking grocery and convenience stores to join our sustainability efforts by returning or recycling our racks, just like we ask consumers to return or recycle our product packaging.”
The cardboard racks are currently being tested in select locations, but, provided everything goes well, will become more widely available towards the end of the year. In addition to cardboard, Coke is also experimenting with other materials, such as recycled PET plastic.
