United States-based Ball Corp. says it has been part of an alliance that has helped collect and recycle more than 300,000 aluminum used beverage cans (UBCs) in India.
The partnership involves accomplished cricket player Virat Kohli and the makers of the O’cean Sustainable Energy drink. Kohli currently is part of the India national cricket team and plays for Royal Challengers Bangalore in the Indian Premier League.
For every O’cean can purchased, Ball has pledged to collect one and recycle one to help strengthen the can-to-can recycling loop in the nation of 1.4 billion people.
The partnership has been shared by Kohli via his social media channels, which Ball says reach millions of followers around the world. His latest video on Instagram has more than 20 million views, according to the can producer.
“With increasing demand for more sustainable choices by the public, Ball is working with several sports leaders and brands who have embraced this rapid shift to more environmentally responsible consumption,” Ball Corp. says.
The can producer says aluminum cans are currently the world’s most widely recycled beverage packaging, with a United Kingdom recycling rate of 82 percent and a European recycling rate of 76 percent.
“Our goal has been to reduce waste and to highlight the benefits of choosing infinitely recyclable aluminum beverage packaging,” says Manish Joshi, director for sales and marketing at Ball India. “We are delighted that a global superstar with a following like Virat Kohli’s is on board with the sustainability benefits of aluminum cans. Mr Kohli has been instrumental in amplifying our aluminum, recycling and sustainability story.”
Ball Corp. says it is seeking to increase its recycled content in aluminum cans to 85 percent by 2030, thus avoiding up to 95 percent of the emissions associated with using virgin metal.