Levi's brand joins Coca-Cola's EKOCYCLE initiative

The Coca-Cola Company will make a minimum $1 million financial commitment over the next five years to support additional recycling and community improvement organizations. This donation is in addition to, and separate from, the charitable commitments of 1 percent of operating profits made through The Coca-Cola Foundation.

“We are continuing the EKOCYCLE brand initiative to align with other well-known brands to educate individuals and communities about the importance of recycling and living a more sustainable lifestyle,” said Bea Perez, vice president and chief sustainability officer, The Coca-Cola Company. “It is core to our business that we want to eliminate waste, and we want to shed a light on the journey we all need to take to drive these actions forward. Together with will.i.am, we are developing a brand around sustainability and creating a movement to get people engaged to be a part of something bigger than just what an individual can do. It’s the ‘me’ and the ‘we’ coming together. That’s EKOCYCLE.”

Earth911, host of the largest recycling directory in the U.S. with more than 1.5 million ways to recycle, will provide an interactive and searchable recycling directory for consumers accessible at EKOCYCLE.com.

On the evening of Oct. 24, will.i.am, The Coca-Cola Company and brand partner executives gathered in New York City to celebrate the EKOCYCLE brand launch. The event featured a build out that included sustainable materials throughout the space to offer an inside visual look at the EKOCYCLE story and process. In lieu of gift bags at the event, a donation was made to Keep New York City Beautiful. The funds will provide recycling bins for local parks.

In order to ensure the EKOCYCLE brand launch event had zero net greenhouse gas emissions, will.i.am and The Coca-Cola Company worked with The CarbonNeutral Company to offset the emissions produced from the event. The event was certified CarbonNeutral in accordance with The CarbonNeutral Protocol and will utilize carbon credits from a Brazilian project which uses agricultural waste to generate energy.

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