Coca-Cola brings back Recycle & Win program in Virginia

Beverage company partnera with grocery store chain on program.

June 3, 2014
Recycling Today Staff
Ferrous Glass Municipal / IC&I Nonferrous Paper Plastics
The Virginia cities of Roanoke, Salem and Vinton and Roanoke County, along with the Coca-Cola Co. and the grocery store chain Kroger, are bringing back the Coca-Cola Recycle & Win program, a nationally recognized sustainability initiative that offers tips on recycling and rewards selected residents for recycling properly with a $50 Kroger gift card.

According to Roanoke Mayor David Bowers, the Coca-Cola Recycle & Win program is credited with a 7 percent increase in local recycling efforts when introduced in 2011. “Recycling is not only good for the environment, but it [also] is good for our communities’ bottom lines,” Bowers says. “And we know from partnering with Coca-Cola before that the Coca-Cola Recycle & Win program takes our recycling efforts to the next level.”

To implement and promote recycling, Coca-Cola Co. and Coca-Cola Bottling Co. Consolidated have invested more than $250,000 in the program, which includes a direct mail educational packet sent to all single-family households in Roanoke and the town of Vinton the week of May 19, 2014.

The educational packets contain two stickers: A “Yes” sticker that includes images highlighting which materials should go in recycling bins, as well as a “Give it Back” sticker. City residents must place the “Yes” sticker on one of their bins and put the “Give it Back” sticker on their other recycling bin to opt in for a chance to win a $50 Kroger gift card, the company says.

Town of Vinton residents are instructed to put the “Yes” and “Give it Back” stickers on their bins. Residents of Salem and Roanoke County will receive a postcard the same week inviting them to drop off recyclable items and enter for a chance to win a Kroger gift card.

“Coca-Cola is proud to bring the Coca-Cola Recycle & Win program back to the Roanoke area,” says Lauren Steele, senior vice president, corporate affairs, Coca-Cola Bottling Co. Consolidated. “The Coca-Cola Co. believes it is essential to educate everyone on the importance of recycling and recycling properly. We also believe that recycling should be a rewarding experience, and what better way to encourage people to recycle than by giving them an opportunity to be a winner.”

The program plans to award 280 $50 Kroger gift cards during the next six months.