The Coca-Cola Company in Western Europe and Coca-Cola European Partners have launched a first ever joint Sustainability Action Plan for western Europe, entitled ‘This is Forward’, setting out new commitments on drinks, packaging and society. Developed through a consultation process encompassing 100 stakeholders, governments, NGOs and customers, as well as 12,000 consumers and a thousand of its own employees across Europe, the plan sets respective targets of 100 per cent packaging collection and 50 per cent recycled content for PET bottles by 2025. Joe Franses (vice president, Sustainability, Coca-Cola European Partners) and Ulrike Sapiro (director of sustainability, Coca-Cola Western Europe) reveal the iconic brand owner’s packaging strategy to Packaging Europe.
‘This is Forward’ sets out an aim to collect 100 per cent of Coca-Cola’s packaging in western Europe. What concrete steps and collaborations do you have in place to realise this?