Reusable packaging options include returnable bottles and refillable cups for fountain dispensers. Returnable glass and plastic bottles are a top priority in countries with established reuse infrastructures and supply chains, most notably in Africa, Europe and Latin America. But in North America – where dispensed drinks sold in restaurants, music and sports venues, cinemas and other on-premise outlets comprise a significant portion of the company’s volume – driving adoption of refillable vessels/cups represents a big opportunity to contribute to the global reusable target, reduce single-use waste and limit use of new materials.
The company is accelerating its test-learn-scale approach with several reusable packaging pilots in North America, including a new partnership with r.Cup – which replaces single-use cups with its end-to-end reusable cup solutions to large-scale sports and entertainment venues, cinemas, festivals and events – to help scale up the startup’s turnkey platform in Los Angeles, San Francisco, Seattle, Denver and Washington, D.C.
“We are working across our supply chain to reduce our environmental impact and ensure all of our packaging has value in the circular economy,” said Anton van Zyl, Director of Sustainable Packaging Strategy, Coca‑Cola North America. “We’re growing reusable cup programs in partnership with our foodservice and on-premise customers. Partnering with innovators like r.Cup is one such example where through pilots we are experimenting, learning and expanding the options for our consumers to enjoy our beverages in reusable packaging.”
Concessionaires can choose from several durable, polypropylene cups – which deliver a more premium drinking experience. Once binned and collected from each location, r.Cup collects, washes, sanitizes, inspects and repackages the cups to be used again. In addition to handling on-site deliveries and pickups, r.Cup supplies collection bins, staff training, signage and social media content. Customers can monitor deliveries, manage inventories and track their environmental impact via r.Cup’s innovative r.Turn technology.
With Coca‑Cola North America’s support, r.Cup is expanding its infrastructure and frontline capability in key cities. New wash facilities will open later this year, creating dozens of jobs primarily for second chance workers and military veterans and funneling a percentage of profits to local nonprofits who are working to tackle the packaging waste crisis.
“Our mission is to build a movement – and ultimately an infrastructure – to support the reuse economy while creating a broader economic impact in the community,” said Michael Martin, r.Cup founder and CEO, adding that every element of the closed-loop model is designed to drive operational efficiencies for concessionaires. “Offering reusable cups is a small way we can all make a big dent in the packaging waste challenge.”
