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For example, the proposed California Product Stewardship Act would potentially incentivize producers “to design products and packaging that are less toxic, more durable, reusable, recyclable, and/or biodegradable.” “EPR policies are working in Canada, Europe, Japan, and other countries,” according to Heidi Sanborn, executive director of the California Product Stewardship Council (CPSC). It’s her opinion that “the primary responsibility should rest with producers because only they make design and packaging decisions. It is far less expensive to design a product and packaging to reduce waste than it is to create expensive end-of-life disposal and recycling systems.” Send a message. How will you spread the word about your green plan? Do you have social networking or verbiage and labeling on your products to reach your consumers? What do you have planned for Earth Day 2010 (April 22), World Environment Day (June 5), or other green-centric events? PROMOTE RECYCLING Recycling is one of the simplest and most widely available avenues for consumers and corporations to reduce their environmental footprints. Considering that recycling a singleserve plastic bottle conserves enough energy to light a 60-watt lightbulb for up to six hours, the cumulative impact of bottle recycling across the country is monumental. PLAN AHEAD So, what does that mean for bottled water producers moving forward into 2010? The year will certainly hold challenges on the environmental front, but there are a number of ways to prepare and position your organization. Following are a few ideas to help you with your 2010 marketing strategy. Prioritize your energy. What environmental issues are most important for your company to address? Water conservation? Plastics lightweighting? Greenhouse gas reductions? Increased recycling? Get transparent. Have you addressed environmental concerns with your consumers? Do you have a section on your company website that explains your eco-initiatives? Or do you enable your webpage visitors to download your most recent corporate social responsibility report? Even if you haven’t attained your eco-goals, consumers consistently appreciate knowing that they support companies who are looking to make positive, environmental impacts. Recycling is one of the simplest and most widely available avenues for consumers and corporations to reduce their environmental footprints. Bottled Water The national recycling rate for polyethylene terephthalate (PET) plastic stands at 27 percent—and bottled water container recycling is at 30.9 percent for 2008. But with more than 80 percent of U.S. households having access to a plastics recycling program, it’s clear the beverage industry has a long way to go. Earth911 has extensive experience in promoting plastics recycling, as our company hosts the nation’s largest and most comprehensive recycling directory. With more than 110,000 recycling listings across the country for more than 240 different materials, “plastic” is the second most-searched term in our directory and #1 PET is a top 40-most searched item. One method of raising participation rates for plastic bottle recycling is to place information about recycling directly on your bottles’ packaging. It’s an easy step to direct your consumers to your website to learn more about how to properly dispose of your product. Another way to approach this concept is to create a short message that consumers can text to a pre-established number to receive a message containing the nearest recycling drop-offs to their current location. DECEMBER 2009/JANUARY 2010

Bottled Water Reporter Dec09/Jan10

Table of Contents for the Digital Edition of Bottled Water Reporter Dec09/Jan10

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