i mean occasionally you might find a brand name such as this dishonor bottle label and what is this says is a label from a water bottle dishonored bottle clearly and an found amongst the lancet. this is a red. design design is a pretty well known. bottled water company. you know finding finding a label such as this in the stomachs makes it that easy to determine where you know where it may have originated. this is always more to things than just which. is much more than just want to know bottled. in fact does sunny is one of the world's best selling water brands. and if you are not familiar with the you will certainly know the name of the group behind it the coca-cola company.

everyone knows coca-cola but not everyone necessarily knows that the group is in charge of dozens of other brands sunny is part of the coca-cola company and sprite two there is also minute maid powerade and of course from one of the company's flagship brands. every year the group sells more than one hundred twenty billion bottles across the globe that's almost bottles a second and this mass production is creating a devastating mass pollution. in january twenty eighth in the multinational made a bold announcement by twenty thirty the brand is promising a world without waste. and it's james quincey coca-cola

c.e.o. who is leading the movement. what we need to create is the circular color we need to create value for that is 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 company's promises and on cover to secret strategy. say five dollars a study of effect by the political focus for decades the multinational has been aware of the damage that it's plastic bottles off capable of causing but responsibility has never appeared to for long then. what is the reason behind this because ultimately it means it means higher costs for them in africa offering the soda giants american headquarters we are going to expose the truth behind the

so-called recycling economy that coke is trying to promote in the family he come with them and if you have to buy this you got to get to see that this particular type yelled at doesn't like to. come on one last drink for the road welcome to the wonderful world of the plastic promises of the coca-cola company. coca-cola and plastic have a long standing 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.

i got back nice to you nice to meet you yeah only welcome to. you know they're going to five. drivers that's about it come on em yeah. but elmo is a historian. he's the author of a book about coca-cola a best seller it's retraces the multinationals and time environmentalists strategy particularly from the sixty's on woods when past it began to revolutionize consumer society we begin to see massive amounts of litter piling up around the country coca-cola tried to respond to this wow we're 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 called keep america beautiful. you here keep the bearded environmentalist or at least that's what i thought. you know because you see the 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 let's tell consumers they're the bad ones they're the litterbugs they're throwing this away industry shouldn't be blamed for all this waste. and so this native american looking like a character from an old weston makes the keep america beautiful a huge success some people. are bright. was one species. from waist down it is feet and then and this great camera man unless the camera up towards the crying indians face and there's a tear. here in the snare it comes on the screen and says.

people start pollution people can stop right and it's this message. consumers are the problem right not us industry but consumers are. since the success of this advert in the us in the seventy's keep america beautiful has brought out 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 coca-cola is recycling its reliable old consumer guru technique we have to go to their son i 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 they're here to speak about the plan in this at that and it's serious stuff there even discussing the color of that trash cans that they're cutting down. the hall. that yeah really isn't going to conclude the meeting the guest of honor makes a speech this time it's the director of keep scotland beautiful an association partly financed by coca-cola 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. us that it doesn't care we do care and want to fire she. said it was worth it to south korea to something right here.

in the emphasizing individual rather than collective responsibility clearly nothing has changed since did that. going to the native american crime. assume that you were drinking coke or this morning is the single use a lot of plastic and 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 we again as individuals dispose of these packages so coca-cola for example one of the packaging rightly want to be ready to get if i restate play music. what i don't want is a and then environment according to the head of the next says he ation which claims to fight against pollution coca-cola is supposedly the example to follow but does

he admit to being financed by the american multinational he asked that question a few minutes later who is financing your targets. in order to finance these are the targets nobody. who would you want to drink here i don't know i mean i'm asking you these are alleged to be into especially seeing my organization in scotland as my digital ok i'm fundamentally fruitarian committed to that will i volunteer my saying ok. by asking the finance question we have identified it touchy subject the conflict of interest in this book of conflict of interest do you think there's a conflict of interest as i said she of thing you were trying to create a measure of our fun site of interest about stuff like you're trying to do you think there is one no. one source are you have sponsors again that's it's a different model and i'm not purchased obviously not her child isn't that the secret to her doing and good humor characters if you were to see see what it says

to house one says i want an option for the scottish government discouragement its policies and they had extras and some companies and some companies and i think. but i only joined more than a cool name right. starbucks. loss of freedom are some big brand names. we had to insist since the sixty's coca-cola has been paving the way for other multinationals. they take it as because at that as a big comet what it odd is in that case if you it gives it not think that one thing is good it leave it days if you it did yes it was more fig forty eight odd because

if we taxed god there's even a voice. during the great depression which old mr remember there was most of the family were unemployed working. there wasn't it was bed you know much worse objective listen today but there was an expectation of the things were going to get better. there was a real sense of hopefulness there isn't today today's america was shaped by the ten principles of concentration of wealth and power and. reduced democracy attack so low down engineer elections manufacture consent and other principle holds according to no i'm jones to one set of rules for the rich opposite. that's what happens when you put her into the hands of a narrow sector of will switch is dedicated to increasing power for chills just as

you'd expect one of the most influential intellectuals of our time speaks about the modern civilization of america. seventy four design submissions says. seven thousand pilings. to join judges. and eight hundred sixty nonstop days of. a russian w.b. a championship. and a russian stuff. show you how. long the crimea bridge was built. witnessed the construction moving you need to transpose doughtery that will help the crimea. faster most of those you know won't go for more familiar quite

a bit but it's clear. the internet has not built for security so we have to take it to a different level and we have to take the new value that is five g. level when you can embed security security as an industry and the security has all they need to expose the fears and all they can devise is so that people get afraid and they figure they should know we have to come up with the build infrastructure and this is very important to start thinking all the different about the new tools to build a new system. but

what is the soda giant really has 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 coca-cola the solution is recycling the concept is simple collect used bottles to make new ones out of them. coca-cola promises to put fifty percent recycled plastic in its bottles by twenty thirty and that's on a global scale. is absolutely doable there's a model there for the china's another pulse 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 company's strategies we wanted to check how often they actually keep their promises the american company has been promising

to make bottles out of recycled plastic begins. take the year two thousand and eight for example in its report on sustainable development coca-cola announced that it wanted to put twenty five percent recycled plastic in all of its bottles by twenty fifteen. for a long time we sought to find any trace of this in the report from twenty fifteen. the company never clearly states whether or not that promise was kept we end up finding a single figure of twelve point four percent at first glance it's easy to believe that this is the percentage of recycled plastic used by coca-cola but after taking a closer look twelve point four percent turns out to be the total percentage of recycled and renewable materials used the problem is that recycled and renewable

plastic are two very different things. to decrypt the soda giant's jargon we arranged a meeting with an ngo that has been interested in the coca-cola group for a long time. l.n. bush is a specialist in ocean pollution and she's going to explain how the multinational twists words and statistics. requests to cook at their lab ssage that's a good project just sort of the visit of the mice and unless they are a little. bit supply of a country. let's. back to the eleventh renewable plastic is essentially plastic made from a plant base but it's still plastic and therefore it's still bad for the environment that clears up the words now let's move on to the statistics it's all

sort of the jobless douglas at the. now seven badge of say on. six feet tall the male. that's set for the plastic was sickly. and our lives day when you've owned at a special project a fundamental difference and we are clearly very far from the target from the engineers point of view coca-cola is recycling targets offers them foremost a marketing ploy to ensure that the consumer keeps buying their plastic bottles. which is that all along tests. as a whole lot of us see class less or sometimes bizarre lot of. made of. fashion. the tool of college costs. says to the. coca-cola 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 coca-cola 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 it's dated from twenty sixteen and signed by the coca-cola so long being manager in brussels. the bullet points are all the measures that europe could adopt but which do not coincide with coca cola's interests. in the next we find carbon pricing

restrictions on the usage of caffeine and eat you ban of advertising to children under two. twelve. in other words anything that could lower the company's turnover figure on the right there's a circle entitled fightback these are all the european measures that coca-cola has decided to fight against through lobbying. and amongst the measures that coca-cola downright refuses we find increased collection and recycling targets. you heard it coca-cola wants to fight against increased recycling targets in europe while they're promising the exact opposite in their public pledges sit. on the

tablet. customize it myself. say well look. 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 let's say a euro for it and you also pay an extra charge the deposit let's say twenty cents per bottle in total it'd cost you one euro twenty but if you bring back the bottle you'd get your twenty cents 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 coca-cola

began in the fifty's a bottle of coke was not always served by a pin up. instead it was served in a dos bottle with a deposit. so once and dick the bottles would go back to the factory where they would be washed and reused this creates significantly less waste that the environment. the system worked very well but coke decided to put an end to it and use plastic instead completely disregarding one particular scientist's 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 i'm going to have to

reach him nice to be it's nearly thank you very much for coming out presenter thank you so here i am knots. and this gentleman is called us and done aked he was with the american environmentalists agency from many is he's also the first engineer in the world to investigate the ecological impact of coca-cola bottles that does a very imitation there are smaller. typical quote battles about this this big green translucent and all risk less. obvious to us. and danny is referring to the beginning of the seventies. that was when the coca-cola 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 in all other and environmental impacts on nature what is the best system the engineer over

here comparing the environmentalists impact of last. the tools to that of any million 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 fifteen trips before it is discard is the ecological control not proposed also. thanks to this report the coca-cola company knows full well at the start of the seventy's that return apple glass pollutes significantly less than plastic. but the company would never publicly share this information. we put this together for them and they didn't publish it you know why. they were not interested in him to have airing 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 on. for i want all i even remember clearly one time going to a whole going omen to same to bridget my wife as they go into the plus or bottle. the dog or they would and they are not growing it's just a first step. serialized that ted eco plastic bottles play less than one glass bottle. with this at that for its new plastic bottle released in one thousand nine hundred seventy five coca-cola various aston dani's report once and for all. its life is tough it's easy to let. the american

company never looks back coca-cola imposes its plastic bottle everywhere and then isn't the only one flooding the market it's a tidal wave from the eighty's on with plastic devastates beaches. and the first ecologists begin to protest against pollution. certain american states consider a forced return of the deposit. little do they know the company's immense power. coca-cola 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 coca-cola is having around the country and it's almost like so hard against deposit system want is the

reason behind this because ultimately it means 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 that's very smart to try and get industry to recognize that you have to deal with this ways. i think co-op and someone. thought they acquired a costco. or you could. join their. home up there and i don't think i want to. let it go because a couple of i. think it was you know full well for you i think

a lot of it is. you don't want to go there from. the get on thing now nothing. out of fear of looking in. the open tonight on ac. three hundred to princeton which i'm old enough to remember there was most of the family were. there wasn't it was bed much worse objective listen today but there was an expectation the things were going to get better. there was a real sense of hopefulness there isn't today today's america was shaped by the ten principles of concentration of wealth and power. reduced democracy

attack solo down engineer elections manufacture consent and other prince holds according to no i'm jones to one set of rules for the rich opposite set. that's what happens when you put her into the. narrow sector of will switch will is dedicated to increasing power for chills just as you'd expect one of the most influential intellectuals of our time speaks about the modern civilization of america.

violent clashes plumes of takeout sound fire the eighteenth weekend of the yellow vests protests in front cover because it was right in the middle of the on the left . this is the eighteenth cum security. we have to feed this fear of the tear gas it is really really wanted. the death toll of the terror attack in new zealand has risen to fifty people with the man accused of shooting people into mosques now charged with murder among the first of those surfaced online just before the is

sold stated on the white invaders are threatening the existence of all europeans.