re-source: A fresh approach to bottled water, or not?

Read more about: awareness, bottled water, California, consumers, food, greenwashing, marketing, plastic, recycling, responsibility, shopping

re-source, a new brand of bottled spring water from consumer-food giant Nestle Waters North America (hmmmm), is hoping to increase recycling rates within the U.S. while boosting consumer education and environmental engagement, starting with a rollout to 26 Whole Foods stores in California and Arizona.

Over recent months, the bottled water industry has caught a lot of negative press for not only its negative eco-impact but its reluctance to “man-up” to the accusations. Sure, some brands have touted their new “eco-design” bottles and whatnot, but the facts still remain that bottled water places a tremendous stress on our natural resources throughout the world.

Answering this call for eco-innovation is a new brand called re-source: a natural spring water brand focused on raising consumer awareness about the importance of recycling. The re-source brand uses 25% recycled plastic (rPET) in all of its bottles, while participating in a pilot of incentive-based, in-store recycling programs in an effort to increase consumer recycling rates.

The company’s recycling program is launching at 26 stores in California and Arizona with a goal of reaching 200 Whole Foods Market stores nationwide by Fall 2009.

“We recognize that there are significant challenges related to recycling in the U.S. and are focused on raising awareness and visibility for the issue,” said Monique Mims, re-source senior innovations manager. “Through increased consumer education, incentive-based recycling at retail and demonstration of the valuable uses for recycled plastics, re-source is taking an important first step toward changing consumer behavior and increasing U.S. recycling rates.”

re-source’s in-store recycling program provides an added incentive to encourage consumers to recycle. For every plastic beverage container that is recycled at a participating Whole Foods Market store in a re-source-branded GreenOps(SM) tracking station, re-source will donate 5 cents to the national nonprofit Keep America Beautiful, up to $200,000. The contributions will be used to support local Keep America Beautiful recycling programs nationwide.

Sustainability from first to last drop

re-source’s water is harvested from carefully selected natural spring sources, using sustainable practices. The water is then packaged in bottles made with 25% recycled plastic. Each re-source bottle serves as an education vehicle to inform consumers about the importance of recycling and demonstrate that recycled plastic can be reused repeatedly to create new consumer products. Recycled re-source bottles will be used to produce new products such as fleece, reusable shopping bags, carpet, plastic beverage bottles and other products.

“We believe that businesses as well as individuals must assume their share of responsibility as tenants of Planet Earth,” said Michael Besancon, senior global vice president of purchasing, distribution and marketing for Whole Foods Market. “re-source’s use of recycled plastic in its bottles and innovative in-store recycling pilot program will increase recycling awareness and give our customers another opportunity to be part of the solution.”

Engaging consumers

The re-source recycling program at participating Whole Foods Market locations, managed by Waste Management and GreenOps, provides consumers with tools to track and measure their recycling efforts. re-source-branded GreenOps tracking stations feature interactive machines with video screens that allow participants to remain engaged and informed about the recycling process. Consumers who use the recycling machines receive a code that they can use to log on to www.greenopolis.com and keep track of their individual recycling activities.

The pilot recycling program will start in California and Arizona and roll out at participating stores across the U.S. re-source will be available in 700 ml bottles for the suggested retail price of $1.69 each, as well as in 500 ml bottles for the suggested retail price of $1.29 each or $9.99 for a case of 24.

For more information about the product, visit www.re-sourcespringwater.com.

What’s your take?

Is the re-source initiative a well-intentioned step toward positive consumer progress, or just a massive greenwashing effort by Nestle?

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