Beverage giant Coca-Cola aims to collect and recycle the equivalent of 100% of its packaging by 2030 to reduce the significant plastic waste in landfills and the oceans worldwide.

The company announced plans to take one can or bottle “back”, for every bottle or can sold globally, by 2030, through its World Without Waste vision.

 “We are fundamentally reshaping our approach to packaging. The world has a packaging problem – and, like all companies, we have a responsibility to help solve it,” said CEO James Quincey.

The company is now investing in marketing to further inform people on what, how and where to recycle.

“We will support the collection of packaging across the industry, including bottles and cans from other companies. We will work with local communities, industry partners, customers and consumers to help address issues like packaging litter and marine debris.”

This investment also includes ongoing work to make packaging 100% recyclable.

“We are building better bottles, whether through more recycled content, by developing plant-based resins, or by reducing the amount of plastic in each container.”

By 2030, Coca-Cola also aims to make bottles with an average of 50% recycled content. The goal is to set a new global standard for beverage packaging.

Coca-Cola will also launch efforts with new partners at the regional and local levels and plans to work with its key customers to motivate consumers to recycle more packaging.

In South Africa, Coca-Cola, its bottling partners and other members of the PET value chain helped to set up Petco, the PET recycling company.

In 2016 Petco achieved a recovery and local recycling rate of 55% of post-consumer PET bottles – one of the highest in the world.

The beverage manufacturer said it would work with the Ellen MacArthur Foundation’s New Plastics Economy initiative, The Ocean Conservancy/Trash Free Seas Alliance and the World Wide Fund for Nature to achieve its global recycling goals.