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Image: PepsiCo Latin America
Launched on Global Recycling Day (March 18), the program focuses on the new consumer incentive and rewards program in alliance with ecoins, and will be expanded to 10 countries in Latin America over the next two years.
On Monday, in honor of Global Recycling Day,
PepsiCo launched “Recycling with
Purpose,” a circular economy model that promotes recycling across Latin
America and the Caribbean. This initiative will support PepsiCo’s
commitment to build a world where plastics need never become waste through a
vision rooted in three pillars: reducing, recycling and reinventing.
More than half of the plastics ever produced have been made in the past 16
and of those produced each year, only five percent are effectively recycled for
future use, according
the Ellen MacArthur Foundation. PepsiCo says “Recycling with Purpose”
encourages consumer involvement and education, promotes inclusive recycling
through work with civil society organizations, and strengthens the local
For more than a decade, PepsiCo Latin America has worked to promote
inclusive recycling by working with the recycling industry and civil society
partners to ensure that recyclers and their associations are an integral part of
its recycling efforts.
PepsiCo has ambitious goals for the circularity of its packaging — the food and
beverage giant aims to transform 100 percent of its packaging to be recyclable,
compostable or biodegradable by 2025; increase recycled materials in plastic
packaging; reduce the packaging’s carbon impact; and increase recycling rates
with the PepsiCo Foundation and partners. Some highlights of the company’s
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In PepsiCo Latin America Beverages (LAB), 92.9 percent of the materials used
are recyclable. By 2025, 100 percent of its packaging will be recyclable.
Through its work with Danimer
PepsiCo is developing biodegradable packaging. This material is currently in
pilot in Chile under the Artesanas brand.
The launch of “Recycling with Purpose” focuses on the new consumer incentive and
rewards program in alliance with
an initiative that was founded in Costa Rica that aims to increase the
collection of PET materials. Similar in concept to The Plastic
the program allows consumers to exchange their plastic materials for ecoins, a
virtual currency, which they can then use to earn discounts on a variety of
products and services.
“At PepsiCo, we understand that recycling rates across the food and beverage
industry are insufficient. We are deeply committed to becoming part of the
solution especially in Latin America and the Caribbean, where recycling rates
are significantly below the global average,” said Laxman Narasimhan, PepsiCo
Global CCO and CEO of PepsiCo Latin America. “Through this partnership with
ecoins, we’re working to make sustainable plastic a reality in the region by
creating a circular economy in which plastics become currency, not waste.”
To join the program and begin earning discounts, participants first create a
virtual profile where they can use their email address to store ecoins in a
virtual account. Participants can then take clean, dry, separated materials to
collection centers where they will receive ecoins in exchange for the items.
"Ecoins was created in Costa Rica and launched in 2018 in response to an
increasing demand from conscious consumers to be active in solving environmental
problems in countries that lack an adequate system of separation, collection and
recovery of waste,” said Karla Chaves, director of the program. “It
integrates concepts such as discounts, loyalty, digital marketing, gamification,
which are so familiar in our system of consumption, but from a new vision: that
of the circular economy. The experience that ecoins offers is that of
facilitating the consumer's learning of the process of the separation of
valuable materials, while increasing the volume and profitability of the
Through this partnership, PepsiCo will support the expansion of the ecoins
platform to 10 countries in Latin America and the Caribbean over the next two
years — Argentina, Brazil, Chile, Colombia, Costa Rica, Mexico,
Panama, Peru, Guatemala and Jamaica. In 2019, PepsiCo estimates
that ecoins will have 300,000 accounts and provide recycling awareness to nearly
one million people through strategic social media campaigns covering seven
Published Mar 19, 2019 2am EDT / 11pm PDT / 6am GMT / 7am CET