The Give It Back racks are the first step in building towards a comprehensive, closed-loop retail equipment program where Coca-Cola creates recyclable in-store merchandise racks and then recovers, [image-nocss] reuses and/or recycles the displays.
"Coca-Cola recovered 400 million pounds of cans and bottles in the U.S. in 2010, yet we want to do more," said Gary Wygant, vice president of business development for Coca-Cola Recycling. "By creating a 100% 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."
Initially being tested in select markets, the new standalone racks are expected to become widely available in late 2011. When fully implemented across Coca-Cola's U.S. operations, this closed-loop approach to display racks is expected to be both the first and the largest closed-loop merchandise display rack recovery program in the U.S. consumer packaged goods industry, the company said.
The corrugate merchandise racks are the first in a family of recyclable displays that is coming from Coca-Cola, including a rack made entirely of recycled PET plastic. The corrugate rack's design communicates sustainability to the consumer by using an alluring overall form not found in most other displays. Material finishes emphasize the recyclability of the racks.
Implementing the closed-loop process and using recyclable materials will improve the chances that Coca-Cola's displays will not go to a landfill. Currently, Coca-Cola is diverting, on average, more than 90% of its waste at its primary U.S. manufacturing facilities.
"Sustainability is core to our business, so we want to demonstrate this commitment to our customers and consumers at every level," said Bruce Karas, director of sustainability and environment for Coca-Cola Refreshments. "These new racks are a great example of how we can find innovative ways to make our equipment both sustainable and part of the shopping experience. With the Give It Back rack, we're helping people feel good about their purchasing decisions as we work towards our overall sustainability goals."
Coca-Cola has a 2020 goal to reach industry leadership in environmental stewardship in the areas of packaging and related ancillary components like retail merchandise display racks. According to research by the Hartman Group, more than 70% of shoppers consider sustainability when making a purchase.
Coca-Cola is the world's largest beverage company, with more than 500 sparkling and still brands. Along with Coca-Cola, the company's portfolio includes 12 other billion dollar brands, including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply and Georgia. Globally, it is the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees.
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