The Coca-Cola Company announced a new merchandise display rack which aims to inspire consumers to reduce the use of non-recyclable materials and reuse recyclable ones. The company has named its new merchandise display the ‘Give it Back’ rack.
The new Coca-Cola merchandise display rack is made from materials that are one hundred percent recyclable, which includes corrugated cardboard. This environmental rack is the company’s way to show its commitment to sustainability, as well as encourage consumers to practice the use of recycling.
Coca-Cola’s Sustainable Display Program includes making the recyclable display racks, recovering the racks and then recycling them again. This merchandise display program is said to be the first of its kind in the industry.
The recyclable stand-alone racks are already being used in chosen retail markets in the United States and will be fully implemented nationwide by the later part of 2011. The corrugated cardboard racks are only the first of other recyclable product displays that Coca-Cola will be launching. Another recyclable rack that the company is planning to introduce is one that is made out of recycled polyethelyne terephthalate (PET) plastic.
According to Bruce Karas, Coca-Cola’s Director for Sustainability and Environment, since sustainability is one of the company’s core visions, they want to make sure that their customers would also be able to see Coca-Cola’s commitment to it. Incidentally, it has been shown by research that at least 70 percent of consumers consider sustainability when choosing a product.
One of the company’s major goals is to achieve industry leadership in the stewardship of the environment, specifically in the area of ancillary components such as packaging. The company plans to realize this goal by the year 2020.
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