Coca-Cola has stepped up its campaign to curb carbon emissions by boosting recycling rates for its cans and bottles with the launch of the UK's first city centre "recycling zone" in Southampton.
Under a partnership with Southampton city council, the drinks giant is to jointly fund the installation of Coca-Cola branded recycling points and a vehicle to collect the recyclable material from the bins.
The new zone, which will be opened next week to coincide with the launch of a major new nationwide recycling ad campaign from the company, is the latest in a series of recycling zones backed by Coca-Cola and is designed to bolster recycling rates at sites with a high concentration of pedestrians.
A spokeswoman for the company said that 21 recycling zones had now been introduced at a range of "high traffic urban environments" such as Manchester Airport, Thorpe Park, various shopping centres and transport hubs.
"We are looking to work with companies that are our customers to jointly develop zones that make it easier for people to recycle," she said. "We have 21 zones currently and another 59 planned by the end of 2011."
The recycling campaign comes on the back of Coca-Cola's decision to sign up to the Carbon Trust's Carbon Reduction Label, which also saw the company assess the carbon footprint of its products. The study found that recycling the company's cans and bottles offered an effective means of cutting its products' carbon footprint by up to 40 per cent.
Tom Delay, chief executive of the Carbon Trust, said that the new campaign highlighted the effectiveness of carbon footprinting exercises, and urged other companies to emulate the drinks giant.
"This campaign, along with Coca-Cola’s commitment to reduce its emissions, is the sort of integrated thinking that will build their reputation as a low-carbon brand and is a model for others to follow," he said. "We want to see more companies using the Carbon Reduction Label to promote their commitment to cutting carbon and to helping consumers do their bit."
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