In an initiative led by the American Beverage Association, the major beverage manufacturers The Coca-Cola Company, Keurig Dr Pepper, and PepsiCo have launched an initiative named “Every Bottle Back” that aims to invest in achieving improved quality and availability of recycled plastics in strategic parts of the United States. According to news provider Food Dive, the effort will create an equivalent of $400 million in investments in cooperation with The Recycling Partnership and Closed Loop Partners to carry out the related project work. The World Wide Fund for Nature (WWF) is part of the initiative and responsible for measuring progress.

News provider Food Dive reported that “the new initiative appears to bow to the success of environmental groups in characterizing plastic bottles as ‘single-use,’ while avoiding endorsing government policy measures targeting bottles or extended producer responsibility (EPR).” At a recent conference held in Oslo, Norway, recycling equipment manufacturer Tomra also announced a separate pledge to “enable 40% of plastic packaging produced globally each year to be collected for recycling by 2030.” The company’s CEO noted that “there is clear evidence that recycling infrastructure such as container deposit schemes drive huge improvements in recycling rates, consumer behavior and reducing pollution.”

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American Beverage Association (October 2019). “Our new initiative: Together, we’re committed to getting every bottle back.”

Beth Newhart (October 30, 2019). “Coca-Cola, PepsiCo and KDP commit to new sustainability initiative and plastic reduction in the US.” Beverage Daily

E.A. Crunden (October 30, 2019). “Beverage giants pledge $100M to capture more PET bottles with major recycling groups.” Food Dive

E.A. Crunden (October 25, 2019). “Increasingly popular single-use bans pose hurdle for plastics industry.” Waste Dive

Tomra (October 24, 2019). “TOMRA announces commitment for 40% of all plastic packaging produced worldwide to be collected for recycling by 2030.”

Shahrzad Pourriahi (October 25, 2019). “Tomra pledges collection of 40% of world plastic packaging at Norway summit.” Plastic News Europe