Coca-Cola, for example, touts its intention to “leverage our significant scale and resources to contribute meaningfully to the ‘circular economy’, in which materials are used and reused to constantly rebuild natural and social capital”. Why the beverage companies aren’t buying is unclear, especially given their rhetoric about recycling. So far, the product has just one customer: Red Hare Brewing Co., a small craft brewer based in Marietta, Georgia.Ĭonrad McKerron, a senior vice president at the nonprofit As You Sow, who has worked on beverage packaging issues for years, says recycled packaging is “absolutely where we need to be going, in terms of resource efficiency.” About Novelis, he says: “They’ve made public commitments, and they’ve staked out a leadership position … t’s now up to Coke and Pepsi”.
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None of the world’s major beverage companies have adopted the evercan. “We are embracing an entirely new way of thinking and operating, in order to radically transform our company – and, in the process, lead the way in our industry.”īut Novelis is having trouble finding followers. On its website Novelis endorses the circular economy, stating that it is moving its “whole business model” toward a closed loop. Novelis uses the facility to produce materials for its “evercan”, a beverage container made of 90% recycled aluminum.Īs an infinitely recyclable metal, aluminum is a poster child for shifting from a linear take-make-waste model of industrial production to a circular model in which everything, at the end of its useful life, is made into something else. This $260m high-tech marvel officially opened earlier this month in Nachterstedt, Germany. Since 2012 the Atlanta, Georgia-based company has invested half a billion dollars in recycling by building, among other things, the world’s biggest aluminum recycling plant. Novelis, the world’s largest recycler of aluminum, has made that bet.
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You would bet on its success, wouldn’t you? Imagine an infinitely recyclable product that performs as well as the alternative, costs less to make, and is unquestionably better for the environment.