Coca-Cola Sparks First Environmental Torchbearer Program

Mississauga Braves touch the torch. (VANOC photo)

Apr 8, 2009

Based on close consultations with World Wildlife Fund Canada (WWF-Canada) and the David Suzuki Foundation, Coca-Cola has created the first-ever Environmental Torchbearer Program for an Olympic Torch Relay. The program will be activated during Canada’s 2010 Olympic Torch Relay for the Vancouver 2010 Olympic Winter Games, beginning October 30, 2009.

Coca-Cola’s Green Torch Relay Program encourages Canadians to pledge small lifestyle changes for the environment in exchange for the opportunity to carry the Olympic Flame. For North Americans, that may include turning off the water when brushing your teeth, biking or walking instead of driving, or washing clothes in cold water and then hanging them out to dry. The Green Torch Relay is one element of Coca-Cola’s Olympic Games Sustainability Plan.

Coke selected Gerald Butts, president and chief executive officer of WWF-Canada, as the first environmental Olympic Torchbearer.

Green Team Torchbearers

Members of the Mississauga Braves Hockey Association are the first chosen to participate in the Vancouver 2010 Olympic Torch Relay, marking the first time a team will be allowed to carry the Olympic Flame. This hockey association based in Ontario, Canada makes diligent efforts to reduce environmental impacts by committing to simple initiatives such as carpooling, washing uniforms in cold water and hanging them out to dry, donating old equipment, and drinking from reusable water bottles.

“One of the environmental initiatives that I’m most proud of is carpooling because it cuts down emissions into the air and you get to travel with your friends,” said 13-year-old Mississauga Braves hockey player Kevin Mellegers.

Environment-Friendly Tips from the Mississauga Braves

•Carpool
•Use energy-efficient appliances
•Wash clothes in cold water and hang them out to dry
•Recycle old hockey equipment or give it to charity
•Turn off computers, printers, stereos and televisions when not in use
•Do not use gas or electric lawnmowers (old-fashioned push mowers do the job)
•Program your thermostat to what is needed
•Turn off lights when not needed
•Buy reusable shopping bags, not plastic
•Buy reusable mugs and water bottles to reduce waste from disposable cups (that’s for you too, hockey parents and fans)

“We all have to do everything possible to reduce greenhouse gases, air and water pollution and conserve energy,” said Doug Thompson, a director with the Mississauga Braves.

“Most importantly we have the opportunity to introduce this program into many schools and work places. I’m 54 and it’s not so much about us; it’s about the generations to come as they will be the ones that will be adversely affected by what we do today,” Thompson said.

Teams like the Mississauga Braves can motivate others to be more protective citizens of the environment and be thoughtful of future generations. That’s why Coca-Cola (on the recommendation of the WWF) selected the Braves as an example of Canadians making positive impacts. For their efforts, they’ll get the experience of a lifetime.

“It’s an honour to be picked as a team to carry the Olympic Torch,” said 12-year-old Mississauga Braves minor bantam player, Anthony Skrinjar. “This is something I can tell my grandchildren!”

Coca-Cola’s Overall Olympic Games Sustainability Program

The Coca-Cola Company — the Official Non-alcoholic Beverage Sponsor of the Vancouver 2010 Olympic Winter Games and the longest continuous corporate supporter of the Olympic Movement — has been associated with the Olympic Games since 1928. Its sponsorship supports National Olympic Committees in more than 200 countries to help athletes train and compete.

“We are indebted to the support and advice we received from the David Suzuki Foundation and WWF-Canada in creating this plan,” said Dave Moran, communications director, Coca-Cola Ltd. “The Olympic Games are a unique opportunity for Canadians to demonstrate their commitment to creating a more positive environment.”

Coca-Cola analyzed every component of its Olympic Games environmental footprint for its Olympic Games Sustainability Plan, which extends to all programs, activities and services related to the 2010 Winter Games. That includes using hybrid or high-efficiency delivery vehicles and introducing North America’s first energy-efficient, climate-friendly coolers. And with the ambition of reducing 2010 Winter Games carbon emissions by 100 per cent, Coca-Cola is applying leading technologies to reduce emissions as well as purchasing Gold Standard carbon offsets (as recommended by WWF and the David Suzuki Foundation) to counteract the carbon footprint of Coca-Cola’s 2010 Olympic contributions.

Coca-Cola’s Give It Back Campaign

Thirsty consumers will see the Give It Back campaign where Coca-Cola is sold at the Olympic Games. By supplying and collecting all polyethylene terephthalate (PET) plastic containers throughout the Olympic Villages and Olympic venues, 95 per cent of all Coca-Cola waste will be diverted from landfills. Better yet, this type of plastic (PET) is easily recycled to make a wide range of new products, including fibre for polyester carpeting, clothing fabrics and even auto parts. To showcase the end product, Coca-Cola workers will sport this environmentally friendly clothing made from a blend of cotton and recycled plastic bottles during the 2010 Winter Games.

Make Your Pledge to the Environment

Any Canadian wanting to make a commitment to the environment can nominate themselves to become an Olympic Torchbearer by visiting icoke.ca.

Sustainability Stars

To recognize the innovative sustainability efforts of its partners and sponsors, the Vancouver Organizing Committee for the 2010 Olympic and Paralympic Winter Games (VANOC) recently created the Sustainability Star program. The Sustainability Star highlights Games-related sustainability innovations that are environmental, economic and social in nature. The program, which runs until March 31, 2010, will give these innovations an international spotlight as Vancouver and Whistler welcome the world in 2010.
The first nine stars, chosen by a 10-person jury, are: Coca-Cola’s carbon footprint and offset program, Olympic and Paralympic Village Whistler; the BC Hydrogen Highway; the RONA Vancouver 2010 Fabrication Shop; the Richmond Olympic Oval; BC Hydro’s Green Energy Innovations; LiveSmart BC, a program operated by the Province of British Columbia; Teck Cominco Ltd’s Going for Gold employee engagement strategy; as well as Nortel and /EDU’s LearniT.