Procter & Gamble (P&G) has launched the Fairy Ocean Plastic Bottle made entirely from post-consumer recycled (PCR) plastic and ocean plastic. The first-ever Fairy Ocean plastic bottle has been created in partnership with TerraCycle and will reach British consumers in 2018. The UK launch will include 320,000 bottles, the largest production run of recyclable dish soap bottles in the world made using ocean plastic. The innovative bottle will be made from 10 percent ocean plastic, collected from the ocean and beaches around the world, and 90 percent post-consumer recycled plastic. The project aims to drive awareness of the issue of ocean plastic pollution and inspire consumers to actively participate in beach clean-ups and recycle household waste.
Stemming the flow of plastic into the ocean is crucial to preserving the health of our ocean. According to the Ellen MacArthur Foundation (EMF) 95 percent of the value of plastic packaging material, worth $80-120 billion annually, is lost to the economy and on the current track, there could be more plastic than fish in the ocean (by weight) by 2050. The company says it aims to extend the initiative across other brands and regions in the future, In an effort to divert plastic waste from landfill and the ocean, P&G brands, including Fairy, Dawn, Yes, Dreft and Joy, will continue to divert 8,000 metric tonnes of plastic from landfill for use in transparent plastic bottles, using an average of 40 percent post-consumer recycled plastic content across 481 million of their transparent dish care bottles globally.
If stacked, these bottles would be 11 times the height of Mount Everest, says the company. Virginie Helias, Vice President of Global Sustainability at Procter & Gamble comments: “As the world’s no. 1 dishwashing liquid globally and a much-loved brand in the UK, we want to use Fairy to raise awareness about the plight of our ocean and raise awareness about the importance of recycling. Our consumers care deeply about this issue and by using ocean plastic we hope to show that the opportunities are endless when we rethink our approach to waste.’’ ‘’We are proud to be working with an iconic brand like Fairy to launch a fully recyclable bottle made from 100% recycled plastic and ocean plastic.
The issue of ocean pollution is a pertinent one, we hope other brands will be inspired to think creatively about waste and make the circular economy a reality,” says Tom Szaky, the CEO of TerraCycle. “We are thrilled that P&G is raising awareness of ocean plastic pollution amongst their consumers. P&G’s leadership on this issue, including through their participation in the Trash Free Seas Alliance, is critical to solving the ocean plastic crisis. We are excited that in addition to its work to reach consumers directly through the Fairy bottles, they are also addressing the source of ocean plastic by supporting our initiative to raise over $150 million over the next five years to improve waste collection, sorting and recycling in key ocean plastic economies. Improving waste management in these places can help cut the flow of plastic going into the ocean by half by 2025,” says Susan Ruffo, Managing Director at Ocean Conservancy.