A bold announcement by 2030 the brand is promising a World Without waste. And its James Quincey cocacola c. E. O. Who is leading the movement. What we need to create is the circular color we need to create value for that theres absolutely doable a World Without waste thanks to unlimited Plastic Recycling but how reliable are the promises that this multinational can recycling really make this problem go away. With plastic becoming a global catastrophe reinvestigated the companys promises and on competence secret strategy which contradicts that convincing prejudice and none of us will have the weight. If i dont resist he said no effect on the political philosophy for decades the multinational has been aware of the damage that its plastic bottles off capable of causing buttress. Sponsibility has never appeared to poor long then. What is the reason behind this because ultimately it means it means higher costs for them in africa paul from the soda giants american headquarters we are going to expose the truth behind the socalled recycling economy that coke is trying to promote in the similarly hed only diminish. What it got to get to say that this particular motel you know that doesnt like to. Come on one last drink for the road welcome to the Wonderful World of the plastic promise is if the Cocacola Company. Cocacola and plastic have a longstanding relationship and one that is full of surprises. To find out more we traveled to the United States to meet a man who is well informed on the subject he lives in this small house in the genea. I got back nice and you nice to meet you yeah really welcome to generic coming out of there we go to 5. And then i doubt what i have to drive is good that i might have come on out yeah. But elmo is a historian. Hes the author of a book about cocacola a best seller it retraces the multinationals and time Environmental Strategy particularly from the sixtys on woods when plastic began to revolutionize Consumer Society we began to see a massive amounts of litter piling up around the country. Cocacola tried to respond to this wow were getting blamed for all this aluminum waste all this ultimately Plastic Waste what do we do and one of the things they did was partner with a Organization CalledKeep America Beautiful. You here Keep America Beautiful you think like wow this sounds like an organization started by a bunch of kind of bearded environmentalist or at least thats what i thought. You know because you see this sign everywhere in the United States is still a very present organization but it was founded surprisingly by the beverage brewing in canning and Packaging Industries right the idea was that lets tell consumers there are the bad ones theyre the litterbugs theyre throwing us away industry should be blamed for all of this waste. And so this native american looking like a character from an old weston makes the Keep America Beautiful and huge that sense some people. Are bright. As worms. And this guy throws in his car he throws this packaging waist down it is feet and then and this great camera man lists the camera up towards the crying indians face and theres a tear in the sneer and it comes on the screen and says. People start pollution people can stop it right and its this message of. Consumers are the problem right not us industry but consumers are. Since the success of this advert in the us in the seventys Keep America Beautiful has branched out. Now there are organizations throughout the world designed using the exact same model and who is backed by the company with the red and white logo. One to stand how cocacola is recycling its reliable old consumer guru technique we have to go to their side not to the chateau but to an event that is being held at the town. It is an important conference with several elected officials from all over europe and theyre here to speak about the plan in this at that and its serious stuff theyre even discussing the color of that trash cans that kind of thing. The all. The media is. To conclude the meeting the guest of honor makes a speech this time its the director of keep scotland beautiful an association partly financed by cocacola like Keep America Beautiful and it seems Derek Robertson is a plant of soda. And listen closely some of his slip ups are extremely telling. I have a clear well known issue and saw and the thing about. The character. Is that it doesnt care we do care and what fire she. Bendish well you can stop thinking into something by. The emphasizing individual rather than collective responsibility clearly nothing has changed since the advertisement of the native american prime. Assume that you were drinking cocacola this morning is the single use bottled plastic of the problem today. Plastic Plastic Packaging has a very useful function in society and we need to we need to remember that the photos are very creative they are very very useful and they obviously perform a function as important as how you we again as individuals dispose of these packages so cocacola for example one of the packaging rightly want to be ready to get it fiery safely i mean use it care what you dont want to say and then fire according to the head of an association which claims to fight against pollution cocacola is supposedly the example to follow but does he admit to being financed by the american multinational we asked the question a few minutes later who is financing your targets or. Told you some answers or such other things you got it and its. What you want you doing here i dont look i mean im asking you these are legit to do especially seeing my own guys asian and scotland as my digital ok im fundamentally so committed to that role i volunteer my saying ok. By asking the finance question we have identified it touchy subject the conflict of interest here is focused conflict of interest do you think theres going to get more than i said do you think you are trying to create a measure of our influx of interest about stuff like youre trying to do you think there is one. We are concerned are you have sponsors again thats its a different model than a mob or to establish claim on your child isnt that a secret or a no you can get your metallic use if you were to see see what it says. They were doing house one says i want to offset this going to go hard with scores rest policies and they hired out express and some companies and some companies and im. Like i want to join more than a. Mcdonalds bring us starbucks. Most of real or some big brand names. We had to insist since the sixtys cocacola has been painting the way for other multinationals. Of the day there are good dentists and bad editors the bad news in yemen the United States deems to be a threat the looked at those who work in syria the cia and the u. S. Military were engaged in covert actions really throughout the world. Where they were assassinating populist leaders they were backing up the right way military windows funding an army of death squads theres no phones anymore because theres always a small call of people for really good thats good for profit. What politicians do. They put themselves on the line they get accepted or rejected. So when you want to be president or injury. Or somehow want to be rich. That youd like to be precipices like that before 3 in the morning can people get. Interested always in the waters in the college. There should. I. I i i i. I i i. I. But what if the soda giant really had decided to change a few months ago upon launching its program for a World Without waste the Company Announced a set of very ambitious measures to resolve the plastic pollution problem for cocacola the solution is recycling the concept is simple to collect use bottles to make new ones out of them. And. Cocacola promises to put 50 percent recycled plastic in its bottles by 2030 and thats on a global scale that. Is absolutely doable theres a model there for the chinas a lot of parts of the world on how to create value out of plastic and get it we used. Of course that would be great news. But with all that we have learned about the companys strategy is we wanted to check how often they actually keep their promises the American Company has been promising to make bottles out of recycled plastic for years take the year 2008 for example in its report on Sustainable Development cocacola announced that it wanted to put 25 percent recycled plastic in all of its bottles by 2015. For a long time we sought to find any trace of this in the report from 2015. The Company Never clearly states whether or not that promise was kept we end up finding a single figure 12. 4 percent at 1st glance its easy to believe that this is the percentage of recycled plastic used by cocacola but after taking a closer look 12. 4 percent turns out to be the total percentage of recycled and renewable materials used the problem is that recycled and renewable plastic are 2 very different things. To decrypt the soda giants jargon we arranged a meeting with an ngo that has been interested in the Cocacola Group for a long time. L. N. Board is a specialist in ocean pollution and shes going to explain how the multinational twists words and statistics. Are best. Says put just sort of the visit of the most i mean the less they are a little. Bit supplanted of a country. Back to 11th renewable plastic is essentially plastic made from a plant base but its still plastic and therefore its still bad for the environment that clears up the words now lets move on to the statistics its all concerned about some testicle cyclical not 7 vegetarian. So 60. To male and. That soon will set for the plastic or sickly. And our lives day when youve owned at a special project a fundamental difference and we are clearly there. Faffing the target from the n. G. s point of view cocacola is recycling targets are 1st and foremost a marketing ploy to ensure that the consumer keeps buying their plastic bottles. Is that all along tests. As a lot of us see class lessers look at the zone lot of slow streets. Sabbats. At feyenoord of. Tele. The pull of college costs. Says to the. Cocacola subtle statistical distortions are bad but the worst is yet to come. We uncovered something far worse in this envelope which contains dozens of letters and internal records from cocacola these documents should have remained confidential but they were published anonymously on the internet a few months ago we carefully sifted through all the information and found that we could not be further from the ambitious a World Without waste slogan. Amidst the mass of information this document caught our attention its dated from 2016 and signed by the cocacola is a lot being manager in brussels. The bullet points are all the measures that europe could adopt but which do not coincide with cocacola as interests. In the next we find Carbon Pricing restrictions on the usage of caffeine and eat you ban of advertising to children under 12. 00. In other words anything that could lower the companys turnover figure on the right theres a circle entitled fight back these. So all the european measures that cocacola has decided to fight against through lobbying. And amongst the measures that cocacola downright refuses we find increased collection and recycling targets. You heard it cocacola wants to fight against increased recycling targets in europe while theyre promising the exact opposite in their public pledges sit out. All the talent. Sit out. In that fight back category we also discovered that the Company Wants to fight against the deposit system. This is one of the systems that is actually effective in combating pollution and the oldest in the game are well aware of this. The deposit system works like this when you buy your drink you pay lets say a euro for it and you also pay an extra charge the deposit lets say 0. 20 per bottle in total it would cost you one euro 20 but if you bring back the bottle youd get your 0. 20 back and so all of a sudden no one wants to throw their bottles away anymore. And what is most ironic is that the returnable bottle is virtually how cocacola began in the fiftys a bottle of coke was not always served by a pin up girl instead it was served in a dos bottle with a deposit. So once empty the bottles would go back to the factory where they would be washed and reused this creates signal. Of a country less waste but the environment. The system worked very well but coke decided to put an end to it and use plastic instead completely disregarding one particular scientists recommendations. Would you like to know how coke decided to get rid of the returnable bottle the company has attempted to keep this story from getting out but we tracked down the only man able to tell it. Today he is enjoying a discreet retirement in michigan in the United States and im going to give it to reach him nice to me its merely thank you very much for coming out presenter thank you so here i am knots. And this gentleman is called a send down a crook he was with the american environmentalists agency from many is hes also the 1st engineer in the world to investigate the ecological impact of cocacola bottles. That does a very imitation there are smaller. Typical quote battles about this this big green translucent all risk less. Obvious to us. Than down a is referring to the beginning of the 70s. That was when the Cocacola Company began to show an interest in plastic and to reach out to him. What they wanted to know is if you take into account all other and environmental impacts on nature what is the best system the engineer works for over a year comparing the environmentalists impact of last bottles to that of a new mini and cans and plastic bottles he costs analyzes the data makes graphs does complex calculations and he finally comes to this conclusion. A glance at the table shows that the returnable glass bottle provided it makes 15 trips before it is discard is the ecological container proposed. Thanks to this report the Cocacola Company knows full well that the start of the seventys that return ample glass pollutes significantly less than plastic. But the company would never publicly share this information. We put this together for them and they didnt publish it you know why. They were not interested in it and i have everything the public see. The total picture why because they want to keep it in keep it quiet as to which way they were going to go. This is the new life way plastic. I watch them slowly introducing the plastic bottles easy go. For to want i even remember clearly one time going to hold going omen saying to bridget my wife as a theyre going to plaster bottle. Told you they would and they are not growing its just a 1st step. Sound nice that 10 easy cups testing bottles playlist and one last bottle. With this ad that for its new plastic bottle released in 1975 cocacola various aston danis report once and for all. Its life is tough its easy to let. The American Company never looks back cocacola imposes its plastic bottle everywhere and then isnt the only one flooding the market its a tidal wave from the eightys on would plastic devastates beaches. And the 1st to call. Just begin to protest against pollution. Certain american states consider a forced return of the deposit. Little do they know the companys immense power. Cocacola has been a significant force behind. Fighting legislation that would put deposits on containers or put some kind of price on packaging waste there are newsletters that talk about all the successes that cocacola is having around the country and its almost like this great you know celebration letter every day every week we defeated this deposit system in this stadium we defeated it here why do you think they were fighting so hard against to close it system want is the reason behind this because ultimately it means higher costs for them in the end this was a way of this was forcing them to internalize their pollution costs this was a market mechanism thats very smart to try and get industry to recognize that you have to deal with this waste. And. We want the cattle the republic because we think it would be geared to our people and we want to contribute to the welfare of europe into the European Values of democracy of equality of dialogue of peace and we think that we are ready to contribute on the road to this new europe but it is part of the euro meet the European Community and because you can see whats the big deal whats the problem why cant we accept that possibility in the 21st century. Leg. Leg. Play. Live. Oh. Please. Lets just say. Please. And a very warm welcome to you watching us inside. Well you know the cars they were kind of adopted because we were called pirates for so long. I mean theyre in the small boat sniffs it hard pulling ships and its. Nothing but nothing and. The little self to be told fish already 90 percent of it don i need to call him good conor. Concepts 15 scoops 75. 00 tons of it do it several times a day with a big fleets and no you get an idea why the ocean is full of shit. We have to understand we cannot stay still and just. Be with miss b. Is the only going to do the hours. Im doing this because i want the future world to the future can generations to have and enjoy the ocean we have. What politicians do so. He put themselves on the line to get accepted or rejected. So when you want to be president or injury. Or somehow want to. Have to go right to be cross with what before 3 in the morning cant be good that im interested always in the waters of the holidays. For sydney. And that is. That a huge thing that is. Going to do with the world to. Us we should be good in the hopes and this blog. Because when he does it. You can see. That. P. P. Down this time out on top. From. The d. C. Police the police for the way. Still. Making headlines today the u. S. Continues its strong rhetoric now accusing.