Rock In Rio: brands transform 13 tons of glasses into deodorant packaging

signs Natura, Heineken, Braskem, Coca-Cola Brazil and Rock in Rio teamed up for a recycling operation which involved the transformation of approx. 13 tons of glasses used during the 2022 festival in circular raw material to produce approx 2 million packages for deodorants branded leotard Nature Kayaking.

The partnership between the brands has also prevented the issuance of 21 tons of CO2 in the environment and supplied the generation of income for 350 people of the 80 families involved in the partner cooperatives.

Historically, brands have trajectories related to sustainability and collaborate for sustainability agenda 2030 from the UN rethinking its initiatives for the maximum positive impact on people and the environment. This is yet another initiative that takes shape in relation to the importance of the community towards a better future.

For Denise Coutinhomarketing and communication director Brazil at Naturetransforming this waste into packaging for the brand’s products reaffirms the company’s belief that waste is not the end, but a new beginning: “We are very proud of the results of this joint action at the largest music and entertainment festival in the world. The initiative represents the developments of Natura with the More Beauty, Less Waste cause, which permeates all the initiatives of the brand offering the maximum, using the minimum .. and reducing excesses.It also reinforces the fact that proper waste disposal and reducing carbon emissions are long-standing commitments of Natura, which has been a pioneer in offering product refills for 40 years “emphasizes the executive.

From the collected cups, almost 90% was recycled after screening by cooperativesfor a total of approx 2.3 million units of cupS. The remaining 10% was not used during the festival or was not recycled due to incorrect disposal and mixing with other organic waste. This is a wake-up call that there is still ample room to raise awareness of proper disposal of materials.

“We know the mobilizing power of Rock World and it is in our DNA to take responsibility for the space we live in. Bringing together some of the biggest brands in the country around positive impact action and being able to share this incredible achievement is a moment of great party. We have great strength to continue promoting the development of positive effects for society with a more conscious and sustainable life ideal”affirmations Robert MedinaVice President of Brand Reputation at rock world.

And he adds: “It is essential for us to take the role of active actors in building a better world and to share how these initiatives generate very positive impacts on society. Waste management was one of the great highlights of the reunion edition! In addition to this action, Rock in Rio sorted and recycled 250 tons of waste during the seven days of the festival.The action, in collaboration with partner brands, led to the recycling of 89% of the plastic cups used during the festival. In total, more than 230,000 sustainable packs were made available.”

The recycling process has resulted in an extensive waste management project implemented by Rock in Rio, Braskem and partners, which started with the communication of the festival focused on encouraging the public’s commitment for the correct disposal of waste not only in rubbish bins but also in waste collection points braskem scattered inside Rock city. Also as an incentive, plastic materials discarded in the action could be exchanged for points that would be converted into prizes and special experiences for enjoying the event.

After the festival, the recyclable waste was sent to three selected cooperatives for sorting and recycling of the cups. Among them is the CooperEcologicalpartner of Natura and which is part of Elos program, which also completed five years of existence in 2022 and which provides for the traceability and reverse logistics of the brand’s production chain. The positive impact that this association generates brings direct benefits 34 families.

A braskem, in turn, purchased the cups from the cooperatives, ensuring income generation for these communities, and converted these containers into recycled resin. A Silganpartner company in the supply of packaging Naturesourced the material from Braskem and manufactured the parts that were used to make the brand’s deodorant packaging Nature Kayaking.

Beatrice Giordanosenior marketing manager of the brand Heineken in Brazil, reinforces the purpose of the brewery with sustainability and impact on the environment: “Heineken always tries to take joint actions that go against its own values. Heineken Green Your City, which brings together sustainability commitments for the coming years through extraordinary experiences and the redefinition of urban spaces. The leitmotif of all actions is the message of “greener festivals”. In 2022, with the recycling of over 2 million glasses at Rock in Rio, we managed to give a new meaning to this waste, strengthening our awareness discourse and encouraging the reuse of materials, with messages of reflection on the practice of recycling” .

Ana Laura SivieriCMO of braskemcomments on the action: “Our participation in Rock in Rio reinforces our commitment to sustainable development and the circular economy. Rock in Rio is one of the largest music festivals on the planet and we have the opportunity to raise awareness among this large audience about proper disposal and circularity of plastics is very powerful. Furthermore, the union of large companies in projects like this is very important to encourage the recycling of plastics, getting the material back on the market as new products and completing the cycle of the circular economy”.

It is not the first time that the cups of the event have been transformed into beauty products: in the 2019 edition of the Rock in Rio10 tons of Heineken plastic cups were processed 670,000 doses of body deodorant brand Humor from the Naturealso in collaboration with braskem in the recycling process and with the support of the festival and its partners in waste management and separation.

The initiative also aims to raise awareness and guide daily actions which, if carried out collectively, acquire enormous power, such as consumption and conscious disposal of daily waste.

Source: Terra

Earl

Earl Johnson is a music writer at Gossipify, known for his in-depth analysis and unique perspective on the industry. A graduate of USC with a degree in Music, he brings years of experience and passion to his writing. He covers the latest releases and trends, always on the lookout for the next big thing in music.