want to know bottle. in fact sunny is one of the world's best selling bottled water brands. and if you are not familiar with death sonic 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 look thousand bottles a second and this mass production is creating a devastating mass pollution.

in january twenty eight hundred 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 there's 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 pledges are not up as far as the rate don't go to if i don't resist starting over. i know 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 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 a similarly he only going to see. what is the path to help get us into this particular mike tyson yelled at us tonight. 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 genea . i got back nice and you nice to meet you yeah really welcome to the virginia coming out of the series of the five s. yeah well i have to drive is good that i might have come on out 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 plastic began to revolutionize. consume

a 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 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 this 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 litterbug 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 and huge that sense some people. are bright. and this guy throws in his car he throws this packaging waist down it is feet and then and this great camera man lists the camera up towards the crying indians face and there's a tear in the sneer and it comes on the screen and says. people start pollution people can stop it right and it's this message of. 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. one to stand how coca-cola is recycling its reliable old consumer guilt 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 they're even discussing the color of that trash cans and that kind of thing.

the 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 derrick 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 in the whole thing. that yes yes. yes it does yes we do care and want to fire she. bendish well 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 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 products 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 there 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 or. told you some answers or such are you but if it is if you. would you want to drink here i don't know i mean i'm

asking you these are legit to do especially seeing my own guys eastern and scotland as my digital ok i'm fundamentally so tame committed to that role i volunteer my saying ok. by asking the finance question we have identified it touchy subject the conflict of interest in this book of conflicts of interest do you think there's going to continue as i said to 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 concerned are you have sponsors again that's it's a different model than a mob or to start a screen on your child isn't that the secret for doing and get your metallic or use if you were to see see what it says. the hospital says i want to accept this christ government the scores from his policies and the high amount expressed by some companies and some companies time. i want to join more than i.

am mcdonald's i think it's starbucks. loss of freedom or something brand names. we had to insist since the sixty's coca-cola has been paving the way for other multinationals. montes holiday hotep international memorial awards twenty nineteen are now open for entries the media professionals are eligible whether you are a freelance journalist work for alternative media or part of a global news conference to participate in sunday's show published works in video rich and much go to award dot altie dot com and enter now. this is a period of sort of the old school the fifth first bloody. good you might begin the minute you did it was and i go to the. moon is its appeal to all of the good of that all you want this list that they're going to build but you

have an enemy that is a liberal socialist that means that you'll know paul. enough well it was pretty but craigslist. covered just there too which could go along with the gun long ago but i come. here to marry your money and you don't need to storm the lead here so my look from moods should dasher during the clue which are co-creators america. after the previous stage of my career was over everyone wondered what i was going to do next the book different clubs. on one hand it is logical to start off on fields where everything is familiar on the other i wanted a new challenge and a fresh perspective i'm used to surprising people and i saw one on t.v.

. i'm going to talk about football not the moral thing to think i was going to go. by the way ways of that slide here. you know world big part of the law and conspiracy it's time to wake up to dig deeper to hit the stories that made stream media refuses to tell more than ever we need to be smarter we need to stop slamming the door on the bath and shouting past each other it's time for critical thinking it's time to fight for the middle for the truth the time is now for watching closely watching the hawks. during the great depression which i'm old enough to remember there was most of my

family were unemployed working class there wasn't it was bed you know much worse objectives listen today but there was an expectation that things were going to get better. of there was a real sense of hopefulness there isn't today today's america where shape my the turn principles of concentration of wealth and power. reduced democracy attack so low down engineer elections manufacture consent and other principles according to no i'm jones to one set of rules for the rich opposite set of rules for poor. that's what happens when you put her into the hands of a narrow sector of will switch will be. just 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.

chose seemed wrong. but old bulls just don't all. get to shape out just to become educated and in gains from it because of the trail . when so many find themselves worlds apart. just to look for common ground. 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 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 a lot of parts 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 that we have learned about the company's strategy is we wanted to check how often they actually keep their promises the american company has been promising to make bottles out of recycled plastic for years 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 material. 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. is a specialist in ocean pollution and she's going to explain how the multinational

twists words and statistics. are best. to give poor job just sort of the visit of the most i mean the most they are not. supplied of a country. back to you in a. 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. not seven vegetarian. so six feet. that soon will set for the plastic or sickly. or labor day when you found that a special project a fundamental difference and we are clearly very far from the target from the end

years point of view coca-cola is recycling targets off first and foremost a marketing ploy to ensure that the consumer keeps buying their plastic bottles. it's. a whole lot of us you clash less volatile snow three pts. sabbats protests were so long that sanju would have called you some class seats to tell you. the pool 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. emmett's the mass of information this document caught our attention it's dated from twenty sixteen and signed by the coca-cola as a law 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 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. just ties in nicely zero. zero. 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 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 girl instead it was served in a glass bottle with a deposit. so once empty the bottles would go back to the factory where they would be washed and reused 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 return of the old bottle that the company has forever at. 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 i'm going to give it to richard nice to be it's nearly thank you very much for coming to the center thank you thank you wright knots. and this gentleman is called us and down aked he what the american environmentalists agency for many is he's also the best engineer in the world to investigate the ecological impact of coca-cola bottles. that does

a very imitation there are smaller the typical quote battles about this this big green translucent all riskless. over is flawless. 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 all other and environmental impacts on nature what is the best system the engineer works for over a year comparing the environmentalists impact of gloss bottles to that of any medium 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 breaks through fifteen trips before it is discard is the ecological container proposed. thanks to this report the coca-cola company knows full well at the start of the seventy's that returned a bull glass pollutes significantly less than plastic. but the company would never publicly share this information. we put this together for them. they didn't publish it you know why. they were not interested in him 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 wait plastic. i watch them slowly introducing the plastic bottles easy go.

for someone tell i even remember clearly one time going to hold going home and take saying to bridget my wife as a they're going to plaster bottle told you they would and they are not growing it's just a first step serialized that ted eco plastic bottles playlist and one glass bottle . with this ad 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 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 deposit system want is the reason behind this because ultimately 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. what is it going to coin is magic internet money the new type of digital currency decentralized digital scarcity chancellor i'm bringing a second for bank that's called the genesis blog for reason because being a civil disobedience a source of optimism because i can control my own financial destiny it's just a new way of coming to consensus is a game changer in the human history this is columbus discovering the new world this paradigm shifting technology that transforms economics and finance in a heartbeat the apollo eleven landing on to the next and stacy.

this is a period of sort of the i suppose it's just bush but if. you really. needed it was not go to the. losing is its ability. to get is that all you want to go to the brink of the enemy that is a liberal. that mean that you all know paul. enough well it was pretty good way to lose a. little bit of what you still do which because you know i'm going to be done when i come. here do you mean your money you know good you'll see a storm in the lead here so my look i'm a mood should because you're doing the clue trick of transferring smirk.

off to the previous stage of my career was over everyone wondered what i was going to do next the ball different clubs on one hand it is logical to sit in the home field where everything is familiar on the other i wanted a new challenge and a fresh perspective i'm used to surprising people and i saw one on t.v. . i'm going to talk about football not for you or else you think i was going to go. by the way ways of that slide here. that.

some of the life if not the me yet. on people out of seventy eight's all aboard a russian i will fly a plane tailed off to the airline a burst into flames during an emergency landing in moscow among the victims a two children and a flight attendant who died assisting passengers escape in florida also. israel and palestinian militant group hamas reportedly called its.