Coca-Cola Foundation, GETF launch US$1M circular economy initiative across Eurasia and the Middle East

MIDDLE EAST – The Coca-Cola Foundation (TCCF) and the Global Environment & Technology Foundation (GETF) have announced the launch of a major new initiative, the Partnership for A Circular Tomorrow (PACT), aimed at advancing circular economy practices and reducing packaging waste in Eurasia and the Middle East.

Backed by an initial US$1 million in funding from TCCF, the initiative will support innovative waste management solutions and scalable service delivery models that promote sustainability and reduce environmental impact.

The first phase of PACT will roll out in 2025 across five key countries: Turkey, Saudi Arabia, Azerbaijan, Kazakhstan, and Uzbekistan.

Administered by GETF and co-funded by TCCF, the program will focus on empowering waste workers and supporting emerging enterprises within the waste management sector.

Grants ranging from US$100,000 to US$400,000 will be awarded to selected NGOs, social enterprises, and startups operating in the targeted regions.

Monica Ellis, CEO of GETF, emphasized the collaborative effort’s regional significance, “GETF is proud to partner with The Coca-Cola Foundation to address pressing waste management challenges.

“The PACT Fund is designed to spur innovation, improve waste recovery systems, and accelerate the transition to a circular economy in Eurasia and the Middle East. Our goal is to build scalable solutions that drive long-term environmental resilience.”

Carlos Pagoaga, President of TCCF, added, “We’re excited to launch PACT with our partners to enhance circular innovation and expand waste recovery infrastructure. By strengthening local value chains and supporting informal waste workers, we hope to foster a cleaner, more sustainable future across the region.”

Coca-Cola responds to greenwashing allegations with packaging revisions

In a separate development, Coca-Cola has announced changes to its packaging statements in response to greenwashing allegations from environmental and consumer advocacy groups.

The company will revise its recycling claims to offer clearer, more accurate information about the recyclability and recycled content of its plastic bottles.

This follows formal complaints filed in November 2023 by Client Earth and the European Consumer Organization (BEUC), which also targeted Nestlé and Danone for allegedly misleading consumers with sustainability claims.

Coca-Cola is the first of the three companies to respond publicly. Although Coca-Cola denies any wrongdoing, the company has committed to updating the language used on its packaging to offer greater clarity and accuracy regarding recycled content.

The move is part of its response to recent accusations of greenwashing brought forward by environmental and consumer advocacy groups.

Instead of the previously used statement, “I am a bottle made from 100% recycled plastic,” Coca-Cola will adopt more precise wording that reflects the actual composition of its packaging.

New labels will include phrases such as, “This bottle, excluding label and cap, is made from 100%/50% recycled plastic,” or, “I am a bottle, excluding label and cap, made from 100%/50% recycled plastic.”

These updates are intended to ensure that consumers receive transparent information about the materials used in Coca-Cola’s packaging, particularly as scrutiny increases over environmental claims in the food and beverage industry.

These changes will be implemented gradually over the next 18 months.

The move reflects growing pressure on global brands to ensure transparency and integrity in environmental communications, particularly as consumers and regulators become more vigilant about greenwashing.

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