Aug. 26, 2008 - Coca-Cola's recycling arm plans to "close the loop" at this year's Democratic and Republican National Conventions, recycling of 100% materials sold at both events and turning the recovered plastic and aluminum into new Coke bottles and cans, BrandWeek reports. During the Democratic National Convention, which kicked off yesterday, Coca-Cola Recycling will recover and recycle all paper products, plastic bottles and aluminum cans recovered at all official convention venues, including including the Pepsi Center, INVESCO Field at Mile High and the Colorado Convention Center. Coke is spearheading the recovery effort by providing biodegradable bags, liners, and recycling bins for all convention events.

Coke is also using energy-efficient coolers and vending machines to supply beverages to convention attendees and will deliver the beverages on hybrid-electric delivery trucks.

"We ve been testing the waters with a lot of different [closed-loop recycling] events in ever-increasing scale and size," says John Burgess, CEO of Coca-Cola Recycling. "This is the biggest....two weeks of recycling bliss."

Coke's recycling efforts have a branding angle as well, according to Burgess. The conventions "are a wonderful opportunity to reach a knowledgeable consumer group to let them know what we are doing as a system," he says.