Monrovia, CA based Naked juice company recently announced that the by the end of 2011, every bottle of their well-known Naked Juice line (except for the gallon size) will be shipped in the new renew-a-bottle made from post-consumer recycled PET plastic.
Naked CMO Brad Armistead told me that the company arrived at this decision as part of their continuing drive to become more sustainable.“We’ve made the juice as good as we could, now it’s time to work on the bottle.”
Good news for them; the new bottles will actually cost less than those made with traditional materials. There is a risk however, since their new process requires a robust supply of recycled plastic as feedstock. Once the process has transitioned, they will no longer be able to use virgin resin.
This could be a problem considering that only 28% of PET sold each year is currently being recycled. This was a key reason that they decided to partner with RecycleBank’s Learn and Earn program which rewards consumers with RecycleBank points for visiting a website that explains the virtues of recycling PET. Naked hopes that this will help stimulate recycling.
The renew-a-bottle was introduced in 2009 in the quart size. Once the company verified that there were no problems with the new material, they initiated the switch across the product line in all of their most popular sizes.
Sustainability has always been a core value at Naked. Their California plant is LEED certified, earning points for reduced water and electricity use. In addition, they have invested in everything from solar panels on the roof to the use of 100% recycled business cards.
Another effort that they are proud of is their partnership with the Rainforest Alliance. This effort, which started in 2009 and is certifies that at least 80% of their bananas they use, (which is their most heavily used fruit) are grown and harvested in a manner that minimizes impact on wildlife
They claim that their “bare naked fruits and veggies,” are from the highest quality, best sources on the planet. However, they are not always organic, Armistead told me that they obtain organic produce whenever possible, though their top priority is the best taste and overall quality.
The company was originally founded by a couple of guys selling juice on the Santa Monica beach. They would sell drinks from towel to towel and always sought to distinguish themselves by selling the highest quality juices.
The company which became an independent subsidiary of Pepsi in 2006, is in the process of evaluating their carbon footprint and expects to announce a reduction target soon.
The new 100% recycled bottles use 48% less energy than their traditional predecessors, which gives them a good jump start in that direction.
Take a looked at the video, which explains the concept of “bottle reincarnation” in greater detail.
RP Siegel is the co-author of the eco-thriller Vapor Trails. Like airplanes, we all leave behind a vapor trail. And though we can easily see others’, we rarely see our own.
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