and what is this so this is is a label from a water bottle dishonor 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. you know finding finding a ball such as this in the stomachs makes it that easy to determine where you know where it may have originated. this always more to things than just what you see. and decide is much more than just want to know bottled. in fact sunny is one of the world's best selling bottled water brands. and if you're not familiar with deaths on 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 just sunny as part of the coca-cola company and sprite 2 there is also minute maid powerade and of course from one of the company's flagship brands. every year the group sells more than $120000000000.00 bottles across the globe that's almost bottles a 2nd and this mass production is creating a devastating mass pollution. in january 28th in the multinational made a bold announcement by 2030 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 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 oncologist secret strategy which contradicts that convincing. none of us holdings when. they found the results he said no affect 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 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 him as somebody who you are going to see after this you got to get to see that this particular card type that 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 dinner. i got

a nice of you nice to meet you yeah only welcome to. you know this if you can see 5. drivers get promoted 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 trying 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 hear 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 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 there are 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. as one species. and this guy throws in his car he throws the packaging waist down it is feet. and there's

a great camera man unless the camera up towards the crying indians face and there's a tear 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 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 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 their talents and it's serious stuff they're even discussing the color of that trash cans that kind of thing. that all. that. media isn't. 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 plan of soda. and listen closely some of his slip

ups are extremely telling. i have a clear well known issue and saw and the thing about. the character. is that it does appear we do care and want to fire she. bendish as 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 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 obviously perform a function as important as how you we 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 fire it 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 multinational he asked the question a few minutes later who is financing your targets or. told you some answers are the targets nobody. who would you want to drink here i don't know i mean i'm asking you these are judged until this question i see my organization and scotland as my digital ok i'm fundamentally fruitarian 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 conflict of interest to

think there's going to ensure that asserts 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 one source are you have sponsors again that's it's a different model but i'm over to start explaining her child isn't that the secret to her i know you can get your metallic curious if you want to see see what it says . into a house for us i want an option of this course government discourse rest policies and they hired out extracts and some compliments and some companies have time for the heilongjiang one more than one. dollar starbucks. the loss of real or some big brand names. we had to insist that since the sixty's coca-cola has been paving the way for other multinationals. live.

and very well now i can see you you're watching us and. we have expectation that when we lift people out of poverty when we became rich then we'd become that and i think that he's what a lot of people ah struggling with now they expected that once they reached

a certain level of income then they would be happy. and yet we create new size we create new things we want and i think sometimes we run out of explanations for why we feel unhappy. you know world a 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 back and shouting past each other it's time for critical thinking it's time to fight for the middle for the troops the time is now we're watching closely watching the hawks.

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 50 percent recycled plastic in its bottles by 2030 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 we

used. 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 2008 for example in its report on sustainable development coca-cola announced that it wanted to put 25 percent recycled plastic in all of its bottles by 2015. for a long time we sought to find any trace of this in the report from 2015. the company never daily states whether or not that promise was kept and we end up finding a single figure 12.4 percent at 1st glance it's easy to believe that this is the.

recycled plastic used by coca-cola but after taking a closer look 12.4 percent turns out to be the total percentage of recycled and renewable materials used the problem is that recycled and renewable plastic are 2 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 cook at the lab see a project just sort of the visit of the maids i mean the mess they are in. supply of a country. acting 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 7 vegetarian. so 60. that's set for the plastic or sickly. or leaves day when you've owned at 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 are 1st and foremost a marketing ploy to ensure that the consumer keeps buying their plastic bottles. on tests. as a whole lot of us you clash lessers lot of snow 3 pts. made of course.

sit back to test result that sanju would have called you. to tell. the truth of college costs only as access on fox 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 2016 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 $12.00. 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 they're promising the exact opposite in their public pledges. other talents but the ties in nicely. 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. posit 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 $0.20 per

bottle in total it'd cost you $1.00 euro 20 but if you bring back the bottle you'd get your $0.20 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 reach him nice to me it's nearly thank you very much for a look on our precentor thank you thank you very much. and this gentleman is called a send down a he what of the american environmentalists agency from many is he's also the 1st 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. all these close.

down a is referring to the beginning of the 70s. that was when the coca-cola company began to show an interest in plastic and to reach out to ems. 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 1000000 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 $15.00 trips before it is discard is the ecological container proposed also . 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 shed this information. we put this together for them. they didn't publish it you know why. they were not interested in him to have airing 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 weight plastic. i watch them slowly introducing the plastic bottles easy go free ok. for i want to i even remember clearly one time going to hold going allman to same to bridget my wife as a they're going to plus or bottle the told you they would and they are not growing it's just a 1st step sound nice that 10 eco plastic bottles playlist and one last bottle.

with this add that for its new plastic bottle released in 1975 coca-cola varies ass and honest report once and for all. it's life's tough it's easy. 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 would plastic devastates beaches. and the 1st ecologists begin to protest against pollution. certain american states consider a 4th to turn at 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 their 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 it ultimately 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.

you know when i i don't want to talk to a communist news agency forgive me you'll have to find someone a. well defined to say with this was taken. from the plane to the beach is just like the jews the big 3 is exactly where my politic a lot. so we go in the day we. needed it funny yes see into that which.

guys moving. would have to be the best guys 6 2. i think i think now is the time to come to this fight. it's an indication of how unfortunate most. sold out souls who do because we have the left must move towards we are definitely winning it because we have the people they have people in power but we are in the mouth. something wrong with being rich and being rich is nothing wrong with it people work

hard they make a lot of money and for a lot of people that's very satisfying but when you become a patient's monopolist and you are heading up like in the pharmaceutical industry one or 2 or 3 major kratz collusion colluding monopolist and all of us pricing that's not right that's tied around and. i i i. i. i i.

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