Coca-Cola believes that committing to a green marketing strategy will be key to winning business moving forward. Coke will be making tweaks in their refrigeration system which they believe will be the biggest impact in their long-term green strategy. Coke and Greenpeace have teamed up on an initiative to eliminate HFCs from Coke’s refrigeration and cooling equipment by 2015. Since Coke has about 10 million pieces of equipment across over 200 countries the impact for environmental change will be huge. In addition to the refrigeration changes, Coke will concentrate on water, packaging and energy and climate change.
Coke will be putting about $70 million toward two clean tech ventures but they believe that they will recoup the funds in addition to making money with these new technologies.
For more information on Coke’s sustainable strategy, including videos from Jeff Seabright, Coke’s vice president for Environment & Water Resources, go to: http://blogs.reuters.com/mario-disimine/2009/12/14/coke-says-green-strategy-will-win-business/