brand name such as this dishonor bottle label and what is this so this is a label from a water bottle dishonored bottle clearly and and found amongst the lancet. this is a fever spread as a design design is a pretty well known. bottled water company. now finding finding liable such as this on their 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 sunny is one of the world's best selling water brands. and if you're not familiar with me 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 just sunny as 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 stings quincy coca-cola see. who is leading the movement. what we need to create is the circular color we

need to create value for that there 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 which contradicts that convincing. and none of us holdings when. they found to be just starting over affect the political philosophy 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 higher costs for them in africa far from 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 summer i live here you are going to see. what is to got to get us into this particular motel yelled at us and like. come on one last drink for the road welcome to the wonderful world of the plastic promises of the coca-cola company. the. coca-cola 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

dinner. i got back nice to you nice to meet you yeah only welcome to. you know the think of the five. drivers that's about it come on him yeah. but elmo is a historian. he's the author of a book about coca-cola a best seller it retraces the multinationals and time environmentalists strategy particularly from the sixty's on woods when plastic began to revolutionize consumer society will 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. what 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 that's what i thought. you know because you see the sign everywhere in the united states 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. and this guy throws in his car he throws.

packaging waist down it is feet and then in this great camera man lifts the camera up towards the crying indians face and there's a tear in the snare and it comes on the screen and says. people start pollution people can stop it 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 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. for understand 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 they're here to speak about the plan in this at their talents and it's serious stuff they're even discussing the color of that trash cans that have found. that all. the media is. 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. i have a clear well known issue and saw it all in the air. is that it doesn't care we do care and what fire she. bendish well if 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 crime. i assume that you were drinking coca-cola 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 products are very creative they are very very useful and they always leave a form

a function as important as how you me again as individuals dispose of these packages so coca-cola for example one of the packaging rightly want to be ready to get it fiery safely i mean use it. what you don't want to say and then environment according to the head of an association which claims to fight against pollution coca-cola is supposedly the example to follow but does he admit to being financed by the american multinationals he asked the question a few minutes later who is financing your targets. in order to finance these are the targets you've got to say this if you. would you want to drink here i don't look i mean i'm asking you these are judged until this question i see my own guys eastern and scotland as my digital ok i'm fundamentally through tell you i'm 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 to think there's a going to go into that i said do you think you are trying to create a measure of our fun site of interest about stuff like you're trying to do you think there is one. we are as one source are you have sponsors again that's it's a different model than a mob or to start a spin on your child isn't that the secret for doing and good humor terakhir use if you were to see see what it says. three to one house one says i want option of this going strong with scores responses and the kind of experience and some companies and some companies or nine partner i want to join more than a cool mcdonald's bring us starbucks. or some real or some big brand names. we had to insist since the sixty's coca-cola has been painting the way for other multinationals.

they tasted it has become at it up as a big comet and i put it on a stake in that case if you it gives it not think it's a one way is to leave the days if you it did yes it was more big for your dog because you give free. dog there's to be even a horse. you'll finally go oh oh dear it's great you know. we've been a real good shot to begin murders controls all life. but sometimes are in the last community young people are deciding if they want to not like their parents not like their liberal. it's always drugs school again you always have problems but you're not going to

focus and walk is the most ubiquitous going out there most police departments use it almost every stores in the school that they could get their hands on economies in twenty four hours. rick teaching these kids a bio racism about police brutality taking cried i'm very dark these kids are a part of all history. i've been saying the numbers mean something they've matter the us has over one trillion dollars in debt more than ten white collar crime families did. eighty five percent of global wealth you long to be ultra rich eight point six percent and the world market was thirty percent somewhat four hundred five hundred three per second per second and fifth when rose to twenty thousand dollars. china's building two

point one billion dollars a i industrial park but don't let the numbers overwhelm. the only number you need to remember in one one business show you know borg the mid one and only boom box. 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 coca-cola the solution is recycling and the concept is simple to collect used bottles to make new ones out of them. and. it's.

coca-cola promises to put fifty percent recycled plastic in its bottles by twenty thirty and that's on the global scale that. 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 reuse. of course that would be great news. but with all the. 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 the year ends 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 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.m. borsch is a specialist in ocean pollution and she's going to explain how the multinational twists words and statistics. cook at bell

labs see that's a good project just sort of the visit of the mice i mean the less they are a little. bit supplants a little of it can still go there. back to the eleventh renewable plastic is essentially plastic made from a plant base but it's still plas. and therefore it's still bad for the environment that clears up the words now let's move on to the statistics it will send to the jobless doctors at the focused acoustically not seven vegetarian. six feet tall the mayor. at city close set for the plastic a sickly away and our lives day when you've only had a special project a fundamental difference and we are clearly very far from the target from the n.g.'s point of view coca-cola is recycling targets offers them foremost

a marketing ploy to ensure that the consumer keeps buying their plastic bottles. on tests. as a lot of us the clash lessers folks at the volatile. need of secure. sabbat. would have called you. to tell. the truth of call it. says to the. coca-cola subtle statistical distortions are bad but the worst is yet to come. we only covered something 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 six and signed by the coca-cola so long being manager in brussels. the bullet points are all the measure. shows 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 twelve. in other words anything that could lower the company's turnover figure on the right there's a circle entitled fight back 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.

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. are there bottles away any more than i am. 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 girl instead it was served in a dos bottle with a deposit. so once and the bottles would go back to the factory where they would be washed and real used this creates significantly less waste for 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 go with richard nice to me it's nearly thank you very much for going us to the center thank you so here i am knots. and this gentleman is called us send down a cook he was with the american environmentalists agency for many years he's also the first engineer in the world to investigate the ecological impact of coca-cola bottles that does a fair imitation that there are smaller. typical quote battles about this from this

big green translucent and all risk less. obvious to us. than 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 m's. what they wanted to know is if you take into account all other environmental impacts on nature what is the best system the engineer works for over a year comparing the environmentalists impact of glass bottles 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 container proposed. thanks to this report the coca-cola company know this fully well at the start of the seventy's that returnable gloss pollutes significantly less than plastic. but the company would never publicly shed this information. we put this together for them and they didn't publish it you know why. they were not interested in it to have everything the public see the 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. fresh one time i even remember clearly one time going to hold going roman saying to bridget my wife as

they go into the plastic bottle. told you they would and they are not growing it's just a first step. serialised that ten eco plastic bottles playlist and one last question . with this advert 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's 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 this great you know celebration letter every day every week we defeated this deposit system in this state and we defeated it here why do you think they were fighting so hard against it doesn't 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 waste. so what we've got to do is identify the threats that we have it's crazy for indication let it be an arms race is scary dramatic development the only really i'm

going to do exists i don't see how that strategy will be successful very critical time to sit down and talk. thank you. well. someone. both you know what the cost. to the country. for you. if. you come from a fair amount of the still public i don't want to justify. something awful because a couple of your children are singing you just got money. for the push through feel ok sign here to us which you know full well for you well if they think you know how to. fish and you know you look to the symbol for fun and your thoughts get on for nothing nothing with a quote unquote none of that in a way out of fear from here before this one i feel

a little tonight will be so. they tasted you it has become at the top has to be a comment about what you don is stating in the j.c. view it gives it not think it's a one of a is to leave the jays if you it but more figures for your god because you give free decks fathers to be able to force. through all of. it's right no. been a real good shots to begin murders controls all life. become some sort of lost community young people are deciding this they want to be not like their parents not like them liberals. always

drove to school. again you always have problems but you are going to focus and walk is the most ubiquitous going out there most police departments use it almost every stores in the school they could get. about. pride of being. a part. of.

the stories that shake the week ahead on international new zealand fifty people killed in a terror attack. made a white supremacist. charged with murder in connection with the mass shootings. the monument money and simple my road for my book. and everybody just on the cover the back doors just to save themselves. after weeks of political stalemate over pranks in the u.k. parliament votes to try and delay it.