Start-up Company Partnership - Case Study
Sometimes finding a great solution means taking a chance on a smaller partner, an upstart company, an entrepreneur or an inventor. With the right know-how, the results can be huge.
That’s how we began our relationship with TerraCycle. We wanted to find other uses for packaging that can’t be recycled and keep it out of landfills. We also wanted to give our consumers better options and help encourage recycling. But we quickly realized to make a difference we needed an external partner with the expertise and passion to get things done.
Enter TerraCycle. In 2008, they were just an upstart company, but they had some great solutions for “upcycling” non-recyclable packaging and rewarding consumers for sending it to them versus putting it in the trash.
Our Capri Sun beverages team took a chance sponsoring TerraCycle’s work creating “brigades” to collect used drink pouches for upcycling. Before long, Capri Sun was diverting lots of packaging – and getting praise and publicity from consumers and the media. Other Kraft Foods brands quickly noticed the success and decided to get involved.
Today, several Kraft brands are involved in collection brigades for many different types of packaging. Together, we’ve helped divert more than 130 million household packages and 3,800 tons of manufacturing waste from going to landfills or incineration.
Our relationship with TerraCycle has evolved from one that was “waste-centric” to one that is “growth-centric.” We’re using TerraCycle’s tools and expertise to help our brands in each country grow their business, and TerraCycle’s creative minds bring new ideas to our marketing teams.