Plastic Free Initiative – Sustainability and Packaged Water
Summary
In 2022, CellDration committed to launch the Plastic Free Initiative, a transition of its commercial water products from PET plastic to sustainable plant-based packaging. As a result of this initiative, CellDration will avoid the use of more than 160 metric tons of plastic through 2028. Furthermore, CellDration will dedicate a portion of its profits to planting more than 2,000,000 trees in order to further contribute to a climate positive business model. Through this work, CellDration will lead the way in environmentally friendly water packaging and hopes to inspire other brands to engage in similar efforts.
Approach
CellDration Water commits to launch the Plastic Free Initiative transition its water products from oil-based PET plastic to environmentally friendly, plant-based packaging and, by doing so, avoiding the use of more than 160 metric tons of plastic through 2028. Furthermore, CellDration will dedicate a portion of its profits to planting more than 2,000,000 trees in order to further contribute to a climate positive business model
In order to accomplish this goal, CellDration will engage in a multi-pronged effort to include:
– coordinate with and investing in manufacturing partners to enable this transition while ensuring no disruption in the supply of products
– collaborate with marketing partners to realign brand identity in external marketing strategies
– work with distributors on changes in logistics inherent with this evolution in packaging
– inform consumers on the value of environmentally friendly packaging vs. PET packaging via community lifestyle programs
In undertaking this transition, CellDration will invest as much as $7.46 million and prioritize investment into minority-owned businesses across the company’s value chain.
Action Plan
2023
Q1: launch of the Plastic Free Initiative across all marketing
Q2: measurement of response at the retail and wholesale levels as well as with distribution partners.
Q3: engagement of One Tree Planted and other tree planting services.
Q4: share practices with like-minded beverage brands to showcase efforts toward more sustainable alternative packaging.
2024-2028
Ongoing expansion of efforts to put more water products into market thereby displacing other products with PET packaging
Background
The infestation of single use plastic has reached epidemic proportions and continues to wreak havoc in our oceans, landfills, and the environment at large. According to a 2015 study by the Ocean Conservancy, “In a business-as-usual scenario, the ocean is expected to contain one ton of plastic for every three tons of fish by 2025, and by 2050, more plastic than fish (by weight) .”
In addition to plastic recycling programs, some cities and municipalities are banning single use plastic containers. However, these measures do not go far or fast enough and the private sector must be engaged. Water brands and manufacturers, partially responsible for this problem, must address this issue by providing alternative packaging for their products.
Progress Update
Run into some setbacks in launch.
Partnership Opportunities
CellDration Water is seeking some financial support, some media support, implementing partners and best practice information
CellDration Water is offering Best Practices, Media Support and potentially in-kind product support where it makes sense for both brands.