Despite the proliferation of recycling bins everywhere from offices to airports to street corners, only about a third of plastic bottles produced in the U.S. actually get recycled. That’s a number that the American Beverage Association (ABA) and its three largest members intend to increase with a major new initiative.
“Every Bottle Back,” a $100 million joint campaign coordinated by ABA and funded by the Coca-Cola Company, Keurig Dr. Pepper, and PepsiCo, Inc., will work to reduce the overall “plastic footprint,” invest in modernizing recycling infrastructure and making it more widely available, and boost awareness and messaging about the importance of recycling.
“Consumers in many cases like the convenience of our plastic bottles, but they are rightfully frustrated when they see a bottle on the beach or in a trash can,” ABA President and CEO Katherine Lugar told The Associated Press. “It’s clear that our recycling system needs big improvements, so consumers know their efforts are going to make a difference.”
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