 Nov. 25, 2008 - Beginning in January 2009, Brita will be recovering used pitcher filters and recycling the plastic into new products, from toothbrushes to cutting boards.
Brita is partnering with Preserve, a maker of 100% recycled household consumer goods, to recycle the No. 5 polypropylene plastic from the casing of every filter collected.
Through its Gimme 5 program, Preserve will collect the filters to use in its line of eco-friendly, products, while the filter ingredients - activated carbon and additional ion-exchange resin - will be regenerated for alternative use or converted into energy.
"By working with Preserve, we are able to strengthen our sustainability commitment and identify a Brita filter recycling solution that is a win for consumers, the environment, and our company," says Don Knauss, chairman and CEO of Clorox, makers of Brita products.
Consumers may drop off their used, dry Brita pitcher filters at participating Whole Foods Market stores or mail them directly to Preserve.
"The Brita filter recycling program gives Brita pitcher filters new life as Preserve products," says Preserve director of environment John Lively. "We calculated that the benefits of keeping Brita filters out of landfills outweigh the impact of shipping them for recycling through this program." |
