America’s leading beverage companies – The Coca-Cola Company, Keurig Dr Pepper and PepsiCo – today announced the launch of the Every Bottle Back initiative, a breakthrough effort to reduce the industry’s use of new plastic by making significant investments to improve the collection of the industry’s valuable plastic bottles so they can be made into new bottles. These competitors are coming together to support the circular plastics economy by reinforcing to consumers the value of their 100% recyclable plastic bottles and caps and ensuring they don’t end up as waste in oceans, rivers or landfills.

This program is being executed in conjunction with two of the country’s most prominent environmental nonprofits and the leading investment firm focused on the development of the circular economy. The World Wildlife Fund (WWF) will provide strategic scientific advice to help measure the industry’s progress in reducing its plastic footprint and The Recycling Partnership and Closed Loop Partners will assist in deploying funds for the initiative.

The Every Bottle Back initiative, spearheaded by the American Beverage Association, will:

• Measure industry progress in reducing the use of new plastic in the United States
• Improve the quality and availability of recycled plastic in key regions of the country
• Launch a public awareness campaign to help consumers understand the value of 100% recyclable bottles
• Work together to leverage our packaging to remind consumers that our bottles are 100% recyclable and can be remade into new bottles

“We’re proud to come together with our competitors to address the serious issue of plastic waste in our environment,” said Jim Dinkins, president, Coca-Cola North America. “We know we cannot do this alone and, in order to meet our goals and those of our industry, we need to work in partnership to drive collective action to ensure our bottles have second, third and fourth lives through continued recycling and re-use.”

To read the full press release, click here.

Learn more about the Every Bottle Back initiative at www.EveryBottleBack.org.