In December 1990, Coca-Cola Company
announced a plan to begin using recycled plastic in its soda bottles in the U.S. Coke,s senior vice president at the time, M. Douglas Ivester
, said, "Producing new plastic beverage bottles with a blend of recycled plastic is a significant step ahead in plastics recycling.The technology will allow the,closed loop, recycling of our plastic bottles, just as our other suppliers use recycled aluminum and steel for cans and recycled glass for glass bottles."Pepsi
made a similar announcement, prompting the New York Times
to report: "Coke
took their long rivalry to the environmental arena yesterday, with each company saying it would be the first to sell soft drinks in plastic bottles made with materials recycled from used bottles."
Since then Mr. Ivester
, who is now Coke
,s chairman of the board and CEO, must have changed his
mind about the value of plastics recycling, because almost none of the 10 billion plastic bottles Coke sells each year in the U.S. , more than 25 million every day , currently contain any recycled plastic.Why the change of heart?
...One bottle at a time, says GRRN , either the bottle of Coke you choose not to buy, or the one that you buy or scavenge, rinse out, label with a 55, stamp and a message such as "Please Recycle This Plastic into Your Next Plastic Bottle," and return to the company (Coca-Cola, Attn: Mr. M. Douglas Ivester, Chairman of the Board and Chief Executive Officer, One Coca-Cola Plaza, Atlanta, GA, 30313).