“Sustainability is core to our business, so we want to demonstrate this commitment to our customers, and consumers at every level,” says Coca-Cola spokesperson.
The first GIVE IT BACK racks are free-standing units made of easily recyclable corrugated cardboard and designed to communicate sustainability to shoppers.
The GIVE IT BACK racks are the first step toward a comprehensive, closed-loop retail equipment program where Coca-Cola creates recyclable in-store merchandise racks and then recovers, reuses and/or recycles the displays—an industry first.
“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, business development, 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 stand-alone racks are expected to become widely available in late 2011. When fully implemented across Coca-Cola’s U.S. operations, this innovative, 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 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.
Most importantly, implementing the closed-loop process and utilizing 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, sustainability and environment, 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 toward our overall sustainability goals.”
The Coca-Cola Co. 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.