Coca-Cola, a major player in the food and beverage industry worldwide, is stepping up its test-learn-scale strategy by experimenting with reusable packaging in North America. This includes a partnership with R.cup, which uses end-to-end reusable cups instead of single-use ones for large-scale sporting and entertainment venues, events, movies and festivals.
The programme is a component of the company’s World Without Waste worldwide sustainable packaging strategy, which seeks to supply consumers with reusable packaging for 25% of its total global product volume by 2030.
R.cup claims that their reusable cups may be reused hundreds of times with careful handling and sanitization before being recycled at the end of their useful lives.
According to Michael Martin, founder and CEO of R.cup, “Our mission is to build a movement and ultimately an infrastructure to support the reuse economy while creating a broader economic impact in the community.”
“Offering reusable cups is a small way we can all help make a big dent in the packaging waste challenge.”
Concessionaires participating in the campaign have access to a variety of sturdy polypropylene cups that provide a more upscale drinking experience. The cups are discarded, picked up from each place, cleaned, inspected, and then packed for future usage.
R.cup manages deliveries and pickups on-site and also provides collection bins, employee development, signage, and social media material. Additionally, customers may manage stocks, assess their environmental effect, and keep an eye on delivery.
Anton van Zyl, director of sustainable packaging strategy for Coca-Cola North America, continued, “We are working across our supply chain to decrease our environmental impact and guarantee all of our packaging has value in the circular economy.
“One such example where we are experimenting, learning, and expanding the options for our consumers to enjoy our beverages in reusable packaging is by partnering with innovators like R.cup,” the company said.
Coca-Cola claims that in addition to experimenting with reusable cups, it is also thinking about other types of reusable packaging, such as returnable bottles, refillable cups for fountain dispensers, and returnable glass and plastic bottles for nations with well-established supply chains and infrastructure for reuse.
Coca-Cola Australia introduced transparent Sprite bottles in July to make recycling easier.