Dive Summary:

• Coca-Cola has just announced a new sustainability initiative for its operations in Western Europe.
• The new plan calls for research and implementation of new programs that will make Coca-Cola the top user of recycled materiel in Europe.
• The plan is a two pronged approach which starts with initiatives to get people to recycle more than they already do and then to turn that increase in supply into an increase of production using the recycled material.  

From the article:

BRANDPACKAGING Design Gallery Vol. 8 Coca-Cola Enterprises (CCE), which produces, markets and distributes Coca-Cola products in Western Europe, has announced two initiatives focused at improving recycling behavior and infrastructure as part of its mission to become a low-carbon, zero-waste business. Plans are two-fold: achieve zero waste in its own operations and recycle more packaging that it uses. CCE is establishing a new joint venture in France with PET recycler APPE to boost the capacity of its plastics reprocessing facility by 70 percent. The joint venture will recycle 20,000 addi...