Reading this on a mobile device? Try our optimized mobile version here:

News for the food, beverage and consumer packaged goods industry | November 8, 2011

Special Report: America Recycles, Part 1
Nov. 15 is America Recycles Day, an annual event across the U.S. that is dedicated to promoting education about recycling and to motivating communities to get involved and work together. As more consumers and CPG companies recognize the need to be green for the sake of future generations -- and see the cost benefits -- Americans are participating in curbside recycling programs, expanding their use of reused materials and conserving our natural resources.

CPG companies are doing their part and are committed to creating a cleaner environment by using recycled materials, creating green programs to engage their customers and setting long-term sustainability goals.

Part I of this GMA SmartBrief Special Report, below, includes a Q-and-A with PepsiCo executive Jeremy Cage on the company's Dream Machine project. Part II, to be published on Thursday, will feature examples of some CPG companies' efforts to recycle.

If you don't receive GMA SmartBrief daily and find our report on "America Recycles" useful, sign up for this timely e-newsletter. GMA SmartBrief delivers the day's top food news directly to your inbox -- for FREE.
Pass it on. Cans are America's most recycled packaging. Go to to download our 2011 sustainability report.
  Case Study 
  • The idea behind PepsiCo's recycling initiative
    PepsiCo created the Dream Machine project as part of a larger sustainability effort, putting thousands of kiosks in stores across the country that give consumers a convenient place to recycle. Senior Vice President Jeremy Cage, who heads the project, explains.

    Why did PepsiCo launch the Dream Machine project?

    At PepsiCo, we've made a promise to deliver sustainable growth by investing in a healthier future for our consumers, associates, local communities and the planet -- we call it Performance with Purpose. As part of that promise, we've made a public commitment to form strategic partnerships to help increase the U.S. beverage container recycling rate to 50% by 2018. The Dream Machine recycling initiative, through a multiyear partnership with Waste Management and Keep America Beautiful, is designed to do just that. In order to help increase the U.S. beverage container recycling rate, PepsiCo is focused on increasing on-the-go access to recycling receptacles. Currently, less than a third of plastic beverage containers are recycled each year, and according to Keep America Beautiful, only 12% of public spaces are equipped with recycling receptacles -- indicating a clear need for greater public access to recycling bins.

    Consumers who use the Dream Machine recycling kiosks win points and also contribute to the Entrepreneurship Bootcamp for Veterans with Disabilities (EBV). Why did PepsiCo choose to offer incentives? Were they seen as necessary to the convince more consumers to recycle?

    With the Dream Machine program, we are focused on infusing a new energy into recycling. We're doing this by making recycling interactive and rewarding on multiple levels. First, through the points that can be earned by recycling bottles and cans at the Dream Machine kiosks and redeemed for rewards at; then, for all the bottles and cans recycled in Dream Machine bins and kiosks, PepsiCo provides support to the EBV -- to thank our veterans for their service, and help them realize dreams of starting their own businesses, with the training they receive through the EBV program.

    What was the response among schools for the Recycle Rally last year? Does participation seem to be growing this year? Other than collecting cans and bottles, how are students and schools participating?

    The school-focused portion of the Dream Machine initiative is the Dream Machine Recycle Rally, which aims to raise awareness of the importance of recycling among students, grades K-12, and gives participating schools a chance to earn rewards and compete for prizes. At PepsiCo, we're thrilled that the Recycle Rally program continues to grow. We've received extremely positive feedback from participating schools that see this as an opportunity to not only earn rewards and compete in quarterly contests, but also to provide its students a chance to learn about recycling firsthand. We've had some students so excited about the program that they've proposed bottle and can recycling challenges to their classmates. You can learn more about specific schools and how they're participating in the program by checking out our monthly newsletter, The Dream Machine Rally Reader. Schools participating in the Dream Machine Recycle Rally earn points for every non-alcoholic aluminum can or plastic bottle collected through the program year-round, and schools can redeem those points with local businesses and major retailers for rewards such as sporting goods, electronics, gift cards, educational events and music, books and videos. During the current contest period, which runs from Aug. 1 through April 30, participating schools may also be eligible to win one of more than 75 contest prizes, such as the $50,000 Dream Green School Makeover grand prize. At the end of inaugural year of the Dream Machine Recycle Rally (in May 2011), more than 500 schools in 32 states nationwide were registered in the program, with approximately 4.5 million containers collected. To-date, more than 750 schools are registered in the Dream Machine Recycle Rally, and the numbers continue to increase each day.

    For more food and beverage news and discussion, connect with SmartBrief on Facebook and Twitter.

    LinkedInFacebookTwitterEmail this Story
 Download Our Free Sustainability Report.
Download “Passing On a Better World: 2011 Can Manufacturing Sustainability Report” to see what package holds the “most recycled” title in America. Like what you see? Pass it on. Sustainability is a goal we all share. Go to to download your report.

  GMA Resources 
  • GMA is committed to doing its part to take care of the planet

    The industry has significantly reduced product packaging, and many member companies have implemented sustainability programs. Using biodegradable materials, supporting community recycling programs and using environmentally-friendly shipping methods and containers are just a few of the examples.

    GMA and its member companies are constantly raising sustainability standards and supporting the development of new technologies that will shrink our environmental impact even further. Read the "Reducing Our Footprint" report. Read GMA's news release on how food, beverage and CPG companies plan to eliminate 4 billion pounds of packaging by 2020. For more on recycling, check out the EPA's Recycling page and the EPA's Greenhouse Gas Equivalencies Calculator.

    For more information about recycling, contact GMA.

    LinkedInFacebookTwitterEmail this Story

Product announcements appearing in SmartBrief are paid advertisements and do not reflect actual GMA endorsements. The news reported in SmartBrief does not necessarily reflect the official position of GMA.

Subscriber Tools
Print friendly format | Web version | Search past news | Archive | Privacy policy

Associate Publisher, Food Service:  Chris Warne (212) 450-7970
Job Board:  Jackie Basso (202) 407-7871
A powerful website for SmartBrief readers including:
 Recent GMA SmartBrief Issues:   Lead Editor:  Rebecca Pollack Scherr
Mailing Address:
SmartBrief, Inc.®, 555 11th ST NW, Suite 600, Washington, DC 20004
© 1999-2011 SmartBrief, Inc.® Legal Information