Coca-Cola last week unveiled a plan it hopes will make shelving systems used by retailers more sustainable.

Called Give It Back, the system involves a 100% recyclable merchandise display rack made of corrugated cardboard, which Coca-Cola will give to retailers who stock the soft drink.

Retailers are then encouraged to return the racks to Coca-Cola; the company itself will oversee the recovery and recycling of the racks, “an industry first”, Coca-Cola claims.

“By creating a 100% recyclable merchandise display rack, Coca-Cola is asking grocery and convenience stores to join our sustainability efforts by returning or recycling our racks, just like we ask consumers to return our product packaging,” said Gary Wygant, vice president of business development for Coca-Cola’s recycling unit.

Besides the cardboard display, Coca-Cola is also working on a rack made entirely of recycled PET plastic.

This closed-loop system is expected to become widely available in the US in late 2011.



[via PSFK]


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