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Nestlé Pure Life has embarked on a new four-year partnership with Keep America Beautiful (KAB), as well as national sponsorship of the “2010 Great American Cleanup,” KAB’s signature cause marketing event and the nation’s biggest community improvement and beautification program. The partnership will run through 2013.
The partnership will focus on boosting recycling rates nationwide with a new recycling awards program. Nestlé Pure Life will give a total of $25,000 to KAB for distribution to the top 25 KAB affiliates collecting the most PET bottles per capita during 2010 cleanup events.
From March through May, about 1,200 KAB affiliates and Great American Cleanup participating organizations nationwide will inspire an estimated 3 million volunteers to hold community improvement events ranging from hosting recycling drives and removing graffiti, to planting trees and community gardens, to cleanups on public lands and waterways. At these events, Nestlé Pure Life will provide bottled water to volunteers.
“Together, we can engage individuals nationwide to take greater responsibility for improving their community’s environment,” said Matthew McKenna, president and CEO of Stamford, Conn.-based KAB, which was established in 1953 and is the nation’s largest volunteer-based community action and education organization.
In 2009, volunteers in 32,000 communities participated in Great American Cleanup events, collecting 64 million pounds of litter and debris, much of which was recycled; over 243 million plastic (PET) bottles and 6.9 million pounds of electronics; 14.5 million pounds of aluminum and steel; and 36 million pounds of newspaper.
The partnership reflects Nestlé Waters North America commitment to increasing recycling rates throughout the United States. In addition to the company’s next-generation Eco-Shape bottle, one of the lightest half-liter bottles available across the entire packaged beverage industry, Nestlé Waters has pledged to help raise the U.S. recycling rate of plastic beverage bottles from 25 percent to 60 percent by 2018.