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Toward Closing The Loop For Bottled Beverages: Nestle Waters, WM-Green Ops, McDonough Braungart Design Chemistry, Greenopolis
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Toward Closing The Loop For Bottled Beverages: Nestle Waters, WM-Green Ops, McDonough Braungart Design Chemistry, Greenopolis


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In this 2009 Sustainable Brands presentation, join four experts from the fields of business, design, and waste management to learn about the ways in which recycling is becoming an interactive aspect …

In this 2009 Sustainable Brands presentation, join four experts from the fields of business, design, and waste management to learn about the ways in which recycling is becoming an interactive aspect of branding and marketing.

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    • 1. Toward Closing the Loop in the Bottled Beverage Industry Andrius Dapkus, Nestlé Waters North America Paul Ligon, WM-Green Ops, LLC James Ewell, McDonough Braungart Design Chemistry Anthony Zolezzi, Greenopolis
    • 2. Recycling in the U.S.
        • FACT: Nearly 40% of U.S. households do not have access to curbside recycling 1
        • FACT: The current consumer recycling rate for plastic water bottles is 23.4% 2
        • FACT: 86% of Americans would recycle more if it was easier 3
      1 Source: American Forest & Paper Association. "2007 AF&PA Community Survey.“ 2 Source: National Association for PET Container Resources. “2007 Report on PET Water Bottle Recycling.” 3 Source: Container Recycling Institute 2007
    • 3. Barriers
      • Limited access, convenience and education about recycling
      • Consumer mindset that plastic is waste
      • Value, supply and lack of producer demand for rPET
      • Inconsistencies in government policies
      • Need for authenticated “clean stream” of rPET
      • Challenges of building rPET market
    • 4. Our Challenge Can we create the first closed-loop system for plastic water bottles?
    • 5. A Unique Collaboration
      • Common vision for more effective reuse and recycling of plastic
      • Cross-industry collaboration
      • Founded on concept of shared responsibility
      • Intensive, year-long planning process
    • 6. Approach
      • Create a brand and recycling system designed to directly engage consumers in the importance of recycling
      • Increase consumer education
      • Implement retail-based recycling programs
      • Offer consumers an incentive to recycle
      • Demonstrate the valuable uses for recycled plastics
      • Give consumers opportunities to recycle beyond curbside
      • Fully leverage the power of a brand and packaging
      • Recapture and recycle as many plastic bottles as produced
      • Reduce waste by increasing access and visibility of recycling programs
      • An important first step toward changing consumer behavior
      • and increasing U.S. recycling rates
    • 7. Partner Point of View
      • The leader in healthy hydration
      • Track record of environmental stewardship
      • Recognized the need to address both societal and environmental issues with our stakeholders
      Nestlé Waters plays an important societal role, whether ensuring healthy hydration for an on-the-go culture, serving as a convenient alternative to sugared beverages, or as a reliable, safe source of water in disasters. At the same time, our company is committed to deeper sustainability and we must evolve our business to address both social and environmental issues. “ ” – Kim Jeffery Nestlé Waters N.A.
    • 8. Partner Point of View We believe that businesses as well as individuals must assume their share of responsibility as tenants of Planet Earth. The use of recycled plastic in re-source™ bottles and the innovative in-store recycling pilot program will help to raise recycling awareness and give our customers another opportunity to be part of the solution . “ ” – Michael Besancon Whole Foods Market
      • Need for more responsible product choices
      • Opportunity to engage customers in the solution
      • Must be authentic and transparent
    • 9. Partner Point of View
      • Consumers are looking to recycle packaging materials away from home and work
      • GreenOps contributes to internal goal of tripling material recycled
      • Less than 30% of packaging material is recycled each year in the U.S., wasting very valuable natural resources
      “ ” – David Steiner Waste Management Sustainability means so many things to us at Waste Management – and to the people we do business with every day. But perhaps most important, it means that we are helping our company and our customers run better, more efficient, more environmentally conscious businesses and households. One of our chief goals going forward is to increase the volume of recyclable materials we process. Today that number stands at more than 7 million tons per year-- we expect to triple that number between now and 2020.     
    • 10.
        • Consumer oriented recovery system
        • Product tracking
        • Point of use rewards
        • Recovery authentication/ verification
        • Reverse logistics and processing
        • On-line rewards, information and interaction
        • Scalability
      GreenOps Summary
    • 11.
        • To eliminate the concept of waste means to design things – products, packaging and systems – from the very beginning on the understanding that waste does not exist; it means that the valuable nutrients contained in the materials share and determine the design.
      Partner Point of View
        • Understanding and Optimizing Life Cycle Design:
        • “ Safe Nutrients Flowing in Cycles”
      “ ” – William McDonough & Michael Braungart Cradle to Cradle
    • 12.
      • 1.0 Material Health
      • 2.0 Material Reutilization/DfE
      • 3.0 Energy
      • 4.0 Water
      • 5.0 Social Responsibility
        • Combination of product metrics & company metrics
        • Spur innovation & ongoing optimization
      Cradle to Cradle Certification Platinum Gold Silver Basic
    • 13. The Result: re-source ™ Natural Spring Water
      • Brand dedicated to directly engaging consumers in the importance of recycling
      • Bottles made of 25% recycled plastic
      • Pilot of incentive-based, in-store recycling programs at select Whole Foods Markets
            • For every plastic beverage container recycled, 5 cents will be donated to Keep America Beautiful, up to $200,000
      • Consumer education about recycling via packaging, POS and Web site
      • Cradle to Cradle CM certification and GreenOps seal
        • Building rPET market infrastructure so recycled bottles can have a second life as a new product
        • Consumer tools to track and measure recycling efforts
    • 14. CPG Consumer info and package data Consumer rewards & incentives ECO STATION automated recapture GreenOps inclusion on packaging 1 Consumer purchase, consumption, disposal choice 2 End-of-life product recapture, data collection and tracking 3 re-source /GreenOps Process Flow Think Green Rewards Pickup , backhaul and commodity processing & support 4 Beneficial end-of-life reuse such as recycled, reprocessed products 5
    • 15. Milestones-to-Date
      • re-source product launch – Earth Day 2009
          • Over 1MM bottles available at Whole Foods Market locations nationwide
      • Recycling pilot program launch in select Whole Food Market locations
          • Capturing PET, HDPE, AL, glass product packaging
          • Tracking over 7,000 products (and growing)
          • Initial evidence suggests significant brand lift for products associated with tracking system as well as increases in retail foot traffic
      • ThinkGreen rewards created and linked to GreenOps Tracking Stations
          • On-line rewards platform that allows consumer to track and discuss individual product recycling activities
    • 16. Key Learnings
      • Collaboration is critical
        • Need to consider sustainability efforts from all angles
      • Dare to have a big vision
        • Set long-term goals to work toward
      • Don’t wait for perfection
        • Every journey starts with small steps
    • 17. Looking Ahead
      • Continued rollout of recycling pilot program
        • Plan to reach 200 Whole Foods Market locations by September 2009
      • Steadily build infrastructure for rPET market
      • Gradually increase percentage of rPET in bottles
        • Long-term goal of 100% rPET bottle
    • 18.