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Rubbish in, rubbish out

Europe’s circular economy must start with smart package design, says Coca-Cola.

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Third in a series of articles featuring “live” coverage of Sustainability in Packaging, Europe 2017, conference in Barcelona.

Representing both the largest Coca-Cola bottler in the world as well as EUROPEN (European Organization for Packaging and the Environment), Hans van Bochove talked about good packaging design as the starting point of circularity. van Bochove, VP Public Affairs Europe, Coca-Cola European Partners, told the audience of 200 that we must design and market packaging combinations with the end in mind. It’s not just about circularity or recycling, he said, first and foremost it’s about the consumer.

Coca-Cola knows that half its carbon footprint in Europe comes from packaging and is trying to reduce the carbon footprint of that drink in your hand by a third. “Regardless of the huge focus on plastic, we do not favor one material over another," said van Bochove. Coke employs glass, plastic, and metal.

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