Coca-Cola Pakistan has partnered with WWF-Pakistan, Waste Busters and the National Volunteer Programme to conduct a beach clean-up activity at the Seaview Beach on Saturday, September 15, 2018 to commemorate the International Coastal Clean-up Day. This Day is observed throughout the world, and seeks to draw public attention to the urgent need for everyone to work towards stopping the increasing pollution of the world’s seas and oceans.

Over 140 volunteers belonging to the National Volunteer Programme (NVP) have participated in this activity, titled #BeachesWithoutWaste collecting over 535 kilograms of waste within 4 hours. Both male and female volunteers included university students, corporate executives, professionals, social activists and members of the digital community. The activity cleaned up over 300,000 square meters of the public beach, with litter collected in separate colour-coded bags for plastic waste, paper waste and other waste, to facilitate recycling as far as possible.

Collected waste sorted into plastic, paper and miscellaneous
Collected waste sorted into plastic, paper and miscellaneous

The Coca-Cola Company on January 19, 2018 launched its ambitious and bold product packaging policy; ‘World Without Waste (WWW) where the Company will lead the industry tocollect and recycle every bottle or can it sells by 2030. Food and beverage packaging is a global issue, and being the world’s largest Food & Beverage Brand, it’s our responsibility and our mission to solve the packaging waste that’s never recyled. This is part of Coca-Cola’s larger strategy to grow with conscience by becoming a total beverage Company that grows the right way. Three pillars of WWW are: Design, Collect and Partner where we aim to create 100% recyclable packaging or make packaging out of recycled materials, where we collect every bottle/can we have sold, where we partner with public, private and non-profit sector to achieve the common vision of creating a World Without Waste.

Speaking about the coastal cleanup activity, Coca-Cola Pakistan General Manager, Rizwan U. Khan said, “This activity is a small but significant component of Coca-Cola’s global product packaging policy, ‘World Without Waste’, launched on January 19, 2018, under which the Company will help bring back a bottle or can for every single one that it sells by year 2030. The goal is to make recycling more accessible to achieve 100% collection and recycling by 2030, creating public awareness about what, how, and where to recycle, with continued focus on making all packaging 100% recyclable. Towards this end, the Company is actively partnering with local communities, NGOs, industry, the government, and with consumers, to try and ensure that packaging doesn’t end up where it doesn’t belong.”

Coca-Cola, Waste Busters and WWF representatives gave a detailed briefing to the volunteers at the start of the activity about the relevance of waste management activities, following which the volunteers formed into teams and carry out the clean-up activity in designated areas. At the end of the activity all the waste collected was weighed and then taken away for recycling and proper disposal in Karachi.