The Town: returnable cups can avoid tons of garbage – 09/07/2023 – Folha Social+

Using The Town’s official cup during the five days of the festival can result in 10 tonnes less waste.

The account was presented this Tuesday (5) in a conversation between the head of sustainability, public relations and communications at Coca-Cola Brazil, Katielle Haffner, the festival’s executive vice president, Roberta Medina, and representatives of other companies such as Brasken and Natura.

“We believe in public engagement and decided to remove our disposable cup from circulation to promote returnability”, explained Haffner at the meeting held at Coke Studio, a space set up next to one of the stages.

On this journey of co-creation and sustainability, the beverage manufacturer, in partnership with Braskem, encourages festival visitors to use returnable cups and send waste to collection stations located throughout the site.

Visitors who participate in the actions will be able to win brand gifts. As a reward for conscious consumption, gifts and free cleaning of objects will be offered.

When buying the first drink, consumers associate the number of the glass with their CPF. A QR Code records the refueling time and, every hour, consumers can return to Braskem’s stand, spin the roulette wheel and win prizes.

Among the gifts offered are: backpack, case and ticket for exclusive access to the Schweppes rooftop, one of Coca-Cola’s brands.

“With other major brands, we intensify our concern for the environment even during leisure time, reaffirming our commitment to the future of the planet”, says the Coca-Cola executive.

“Returnability” is part of a global goal for the beverage leader.

With its “world without waste” proposal, the company wants to incorporate at least 25% of recycled material in PET packaging by 2025, in addition to disposing of all its packaging correctly before 2030.

In Brazil, the group has been operating for years in line with these activities.

According to the director, packaging for the Crystal and Sprite brands, for example, is already made entirely from recycled resin.

The actions were announced during a sustainability event promoted by the company in Cidade da Música. —space set up at the Interlagos Circuit, in São Paulo, where Rock in Rio’s “brother” festival takes place on the 2nd, 3rd, 7th, 9th and 10th of September.

Representatives of other giants such as Braskem, Natura, and even its competitor, Heineken, participated in the meeting.

“This is an agenda where there should be no competition. We must be together for the common good”, said Haffner during this Tuesday’s workshop, whose objective was to discuss ESG actions to make The Town and similar events more sustainable.

During the festival, Braskem will support the initiative with waste collection points, disposing of the material to cooperatives and transforming the raw material into new packaging.

This is not the first time that Coca-Cola has invested in shares with Rock Word, creator of The Town and Rock in Rio.

In the latter, she recycled 2.3 million plastic cups in the seven days of the festival. —13 tons of waste captured in partnership with other brands.

“The operation of reusable cups at The Town is an action that is among the largest in the world when it comes to sustainability at events”, says Roberta Medina, Vice President of Brand Reputation at Rock World.

In addition to The Town, Coca-Cola offers training to small entrepreneurs. An example is São João in Caruaru (PE), where women were trained to work in one of the biggest June festivals in the Northeast.

All disposable waste generated at this event was also purchased by the company. In addition, an entrepreneurship program should qualify 1,140 women by the end of this year.

“We connect with the issue of the environmental and social legacy, and partnerships make the result of the impact on people ever greater”, concluded Haffner.