Filling & Packaging
Marketing & Strategy
Collect plastic and sow the future This is the message that Levissima Issima wants to convey as to make children aware of correct separate collection of PET waste
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t is possible to make a good jumper with 27 plastic bottles, while with just 20 we can make a soft duvet. PET is a precious material as it can be 100% recycled and anyone of us can help to give plastic a new life. This is the message that Levissima Issima, the mineral water flowing from Valtellina glaciers, wants to convey to pupils of Italian elementary schools, since it aims to make them aware of correct separate collection of PET waste. This is the main goal of the project “Collect plastic, sow the future” started by Levissima Issima, Gruppo Sanpellegrino water, in cooperation with Giunti Progetti Educativi and the companies in charge of urban hygiene operating the separate collection of waste in Milan, Sondrio and Florence, the first ones to be directly involved in this initiative. The R-Generation, where “R” stands for recycle, gets started to respect the environment as it is the source of our wellbeing. This education campaign is part of a broader project of social responsibility promoted by SanPellegrino Group which aims to make people aware of correct disposal of wastes, which have to be understood as real resource rather than a heap of things to be thrown away. Packaging has a crucial role within
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SanPellegrino Group since it is a sort of “safe” that enables the mineral water to reach the tables of consumers as perfect as it flows from the spring. Owing to its lightness and sturdiness, on the one hand can PET preserve the properties of water perfectly well while on the other hand it is also eco-friendly since it is 100% recyclable. Thanks to this special characteristic, PET bottles can have new life – provided that they are correctly disposed and recycled – and be transformed into other products, such as a jumper, a duvet, or and above all...another bottle. In 2011, SanPellegrino Group decided to cooperate with Amsa on occasion of the “Month of Plastics Recycle” in Milan, when the recycling process was explained to local citizens; later on, on the same terms, children of elementary schools were involved in “Story of a bottle” competition. Do not throw away plastic bottles! Collect, crash and bring them to school where they can be disposed in the right container. This is SanPellegrino Group’s invitation addressing pupils who will compete to win fine and useful prizes made in recycles plastics. The 3 prizes will be given to those schools that will collect more PET. “Avoid wasting and trying making correct separate collection of wastes are the two key messages conveyed by
BEVERAGE INDUSTRY
this school competition, which has to be seen as a play but also as a first step toward respect and safeguard of our planet. Being the major player of Italian market, not only must we underline the importance that our ordinary attitude can affect our environment, but we will also guide people, since their early age, toward plastics recycle”, says Daniela Murelli, Corporate Social Responsibility Manager of SanPellegrino Group. This competition is one of the educational activities carried out by SanPellegrino to help new generations; we can also name WET – Water Education for Children, an international project started with the goal of educating children to reasonable consumption of Water. WET, endorsed by Nestlé Waters, has been so far introduced in 50 Countries, involving some 20 million children. Since 2006, this project has been promoted is schools by SanPellegrino Group in Italy and it has involved more than 6,000 schools and distributed 20,000 education kits so far. The importance of water, promoted by WET project, and environmental protection starting from a correct disposal of wastes, carried out by “Gather plastics, sow the future” project are two issues with which SanPellegrino Group intends to draw children’s attention toward the preservation of precious natural resources.
Novembre 2012
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