Coca Cola is at it again, moving forward its efforts to improve the recycling of its packaging:
http://www.sustainablelifemedia.com/content/story/strategy/coke_closes_recycling_loop_at_political_conventions
Maybe the American Beverage Association should follow suit and raise the profile of recycling programs for the industry. Here's what they are up to:
http://www.ameribev.org/industry-issues/environment/recycling/index.aspx
Coke is good. ABA would be great.
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Perhaps Coke is hoping to be caught doing the right thing, but sees more risk than reward in mainstream marketing of its sustainability efforts. If Coke could be perceived as having sub-par performance on water issues, especially in developing countries where they have had some fairly tenuous relationships with local communities, they might be wise in not bringing sustainability to the fore.
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