Coke s PlantBottle Packaging Changing the Way We View Product Impacts

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1 Coke s PlantBottle Packaging Changing the Way We View Product Impacts Scott Cassel, CEO and Founder Product Stewardship Institute, Inc. June 26, 2012

2 PSI 13 th Webinar Series and Upcoming Packaging Webinars Access recordings for the following completed 13 th Series webinar topics: Local Government Perspectives on the Transition to EPR Options for Simplified Lifecycle Analyses and Their Role in Product Stewardship Evaluating New York s E waste Program Finding the Balance Between Government Regulation and Private Sector Initiative Register for webinars in our upcoming Packaging Series Packaging and printed materials in the U.S.: Problems, Opportunities, and Data Tuesday, July 10, 2 4pm ET / 11am 1pm PT Goals for increasing material recovery and barriers to achieving them Wednesday, July 25, 12 2pm ET / 11am 1pm PT Key Strategies voluntary and regulatory approaches Thursday, August 2, 1 3pm ET / 10am 12pm PT For registration information and to access recordings, see the PSI webinar website at: June 26,

3 Who is the Product Stewardship Institute? Global Product Stewardship Council PSI represented on Board of Directors Non profit founded in 2000 Memberships 47 States 200+ Local governments Partnerships (75+) Companies Organizations Universities Non US Governments Board of Directors: 7 states, 4 local agencies Advisory Council: Multistakeholder (14 members) June 26,

4 How to Participate Today You can connect to the Audio portion using VoIP To ask a question (verbally) via phone or VOIP please use the hand-raising function. or your telephone. To type in a question, use the Question tab. Technical Difficulties? Dial June 26,

5 Expert Panelist Scott Vitters, PlantBottle Packaging Innovation Platform General Manager, The Coca Cola Company Scott Vitters is responsible for leading The Coca Cola Company s global PlantBottle packaging technology program. Scott joined The Coca Cola Company in 1997 and has held various roles of increasing responsibility, including Corporate Environmental Manager; Environmental Director 2002 Winter Olympic Games; North America Packaging Sustainability Director; and Corporate Packaging Sustainability Director. Some notable advances during his leadership included the establishment of the company s worldwide packaging sustainability program, global investments in cutting edge recycling technologies, creation of a for profit recycling collection enterprise and the launch of a multi million dollar consumer marketing campaign promoting recycling. June 26,

6 Overview of Today s Webinar Coke s new PlantBottle packaging is a fully recyclable PET plastic that is made of up to 30% plant based materials. On this webinar we will consider: How did Coke make this advancement? What is the next step? What are the pros and cons of the PlantBottle versus other types of bioplastics? What is the importance of PlantBottle technology within the larger packaging debate? What questions do people have about the true sustainability of PlantBottle packaging, and how does Coke address these questions? June 26,

7 PSI Webinar June 2012

8 , ,000 20,000,000 1,800,000,000

9 MORE THAN DOUBLE OUR SERVINGS TO OVER 3 BILLION A DAY RESOURCE SCARCITY ECO IMPACTS CUSTOMER DEMANDS CONSUMER VALUES 9

10 Core Value Drivers COST Drive Competitive Cost Advantage TRUST Enhance Environmental & Social Performance DIFFERENTIATION Differentiate our Brands with Customers & Consumers

11 Primary packaging globally (% volume delivered) 5% 10% 12% 1% 14% 51% NR PET RR PET Cans NR Glass RR Glass Fountain Other 7% NR: non refillable bottles RR: refillable bottles 11

12 A holistic approach to innovation driving sustainable growth RENEW v1 REUSE RECYCLE REDUCE REFRESH LCA Eco & Social Performance 12

13 Better by Design + + = Functional Recyclable Renewable

14 Innovation collaboration across PlantBottle packaging value chain R&D Recycled PET SUSTAINABILITY Ingredient 1 [PTA] 70% by Weight DEMAND Plant- Material (sugars) Petro- Material (oil, natural gas) PET Plastic Product Consumer Ingredient 2 [MEG] 30% by Weight Bio-MEG (30%) SUPPLY 14

15 Innovation Collaboration: Sustainability Life Cycle Performance Responsible Sourcing End of Life: Recycling BIOMASS 15

16 Innovation Collaboration: Supply PHASE 1: 2010 (Start) PHASE 2: (Optimize) Current Bio-ethanol Source bmeg bpet bethanol Plant bmeg Plant bpet Current Bio-ethanol Source bmeg bpet bethanol Plant bmeg Plant bpet PHASE 3 : (Expand) Phase 4: (Sustain) Current Bio- Source bmeg bpet bethanol Plant bmeg Plant bpet Current Bio- Source bmeg bpet bethanol Plant bmeg Plant bpet 16

17 Innovation Collaboration: Demand PEOPLE PROFIT PRODUCTIVITY PARTNERS LEADERSHIP PORTFOLIO PLANET 17

18 Innovation Collaboration: Technology Bio-PTA (70%) Recycled PET Ingredient 1 [PTA] 70% by Weight Plant- Material (sugars) Petro- Material (oil, natural gas) PET Plastic Bottle Consumer Ingredient 2 [MEG] 30% by Weight Bio-MEG (30%) * Patent pending on claim Plant based PET material with 1% to 100 % plant based content from bio MEG and/or bio PTA 18

19 Innovation Collaboration: Technology Understand research and development landscape Technical Advisory Board (TAB) Supply Base 3 rd Party Consultants IP landscape review and deep dive PlantPET Technology Collaborative (PTC) Initiate research agreements with strategic partners 19

20 PlantBottle Packaging Value Strategy PlantBottle PET Introduce NextGen PlantBottle PET ON COST Market Differentiation (first to market opportunity) Market Disruption (low cost opportunity) Commoditization PET

21 +20 Countries, 10 Billion Bottles, 2 Years Norway Sweden Canada Great Britain Benelux Denmark Germany United States France Spain Switzerland Serbia S. Korea Japan Mexico China (Shanghai Expo 2010) Taiwan Brazil Chile Argentina South Africa Australia Goal: 100% of virgin PET resin to contain PlantBottle Packaging Technology 1.0 by 2020

22 No. 1 Most Valuable Brand Overall, PlantBottle has not just radically changed the way plastic can be produced, but it is beginning to radically change the way businesses view their sustainability initiatives.

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24 For the Audience: 2 ways to ask questions Spoken: Use the hand raising function on your control panel so we can un mute you. Speak through a microphone on your computer OR Use your telephone (be sure to enter your Audio PIN) or Written: Write your question in the Question box at any time. Please tell us to whom you are addressing your question. We encourage your participation! June 26,

25 Interested in Learning More? Contacts Scott Vitters PlantBottle Packaging Innovation Platform General Manager Coca Cola North America Scott Cassel CEO and Founder Product Stewardship Institute June 26,

26 Upcoming PSI Webinars Register today for upcoming webinars: Packaging and printed materials in the U.S.: Problems, Opportunities, and Data Tuesday, July 10, 2 4pm ET / 11am 1pm PT Goals for increasing material recovery and barriers to achieving them Wednesday, July 25, 12 2pm ET / 11am 1pm PT Key Strategies voluntary and regulatory approaches Thursday, August 2, 1 3pm ET / 10am 12pm PT Access webinar recordings for the following completed webinar topics: Local Government Perspectives on the Transition to EPR Emerging Options for Simplified Lifecycle Analyses and Their Role in Product Stewardship Evaluating New York s E waste Program Finding the Balance Between Government Regulation and Private Sector Initiative Visit: June 26,