Ana Montero y Luis Pedro Estrada de Rappi
Rappi and Coca-Cola have joined forces to form a “circular economy” – a recycling project aimed at giving used goods a second life. Based on the fact that some 90 million used plastic bottles are regularly tossed in the trash in Mexico, the two companies invited their users to recycle them through an app button. “This pilot project seeks to revolutionize the process of collecting trash through Coca Cola’s experience and Rappi’s technology and coverage,” said Ana Montero, head of Beverages, Liquors & Cigarettes at Rappi.The joint project also seeks local affiliates, which they define as recycling heroes. ”These register as a marketplace and receive orders in the normal way. They will also have the digital capability needed to manage orders online. At the same time, they have the capacity to cover their areas of intervention and are available to collect plastic trash on the days and hours agreed upon,” Montero added. This recycling button will be available in three districts of Mexico City. Luis Pedro Estrada, director of Mexico Media Consumer and Shopper, noted that the project seeks to guarantee a circular economy. “We want to make recycling easy and something done naturally in people’s homes,” he said. He also emphasized that the idea grew from Coca-Cola’s global recycling agenda.The project’s presentation kicked off as part of MMA Kickoff Mexico 2023.
