Coca-Cola Recycling Struts Its Stuff at Mercedes-Benz Fashion Week

Coca-Cola Recycling, LLC, is making green the new black with a recycling program at the Mercedes-Benz Fall Fashion Week Fall 2009 Collections. Fashion devotees attending the shows will be encouraged to “Give it Back” by recycling their used bottles, cans, glass, aluminum, plastic, and cardboard.

More than 25 recycling bins bearing the “Give It Back” logo will be placed throughout the complex in Bryant Park including the lobby, hospitality lounges and backstage areas during Mercedes-Benz Fashion Week Fall 2009 Collections from Feb. 13-20.

“Recycling at the tents is an easy way for all Mercedes-Benz Fashion Week attendees to do their part to protect the environment and minimize waste,” commented Fern Mallis, Senior Vice President of IMG Fashion. “We are grateful to Coca-Cola Recycling for helping us create a new and important tradition of recycling during Mercedes-Benz Fashion Week.”

Coca-Cola Recycling worked with New York recycler, Boro Recycling Inc., to establish a recycling program to meet the needs of the more than 100,000 attendees during the eight days of shows, events and activities. Boro will be making multiple pick-ups onsite each day to ensure a smooth operation. The collected materials will then be sent to recycling processors throughout the northeast to be reused in new products. Coca-Cola Recycling estimates that 11,000 thousand pounds of recyclables will be collected during this effort alone.

“It’s not just about what’s in the bottle, it’s what we do with the bottle that can make a positive difference,” said Celeste Bottorff, vice president of Living Well, Coca-Cola North America. “With ‘Give It Back,’ we aim to inspire people to join us in our efforts to recycle and reuse all of our bottles and cans in the U.S. marketplace.”

The “Give it Back” recycling initiative at Mercedes-Benz Fashion Week is the latest in an ongoing series of environmental efforts in New York City. In January, Coca-Cola Recycling led a “Give it Back” recycling education program for consumers outside the New York Public Library. On New Year’s Eve, revelers were among the first to witness the “Give it Back” recycling message on Coca-Cola’s iconic Times Square billboard. This year also marks the conversion of the iconic billboard to wind power. This move to 100 percent wind power will reduce CO2 emissions by 376 metric tons, the equivalent of planting 471.5 acres of trees or of taking 75 cars from the road for one year.

Source: The Coca-Cola Company

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