The first global brand to launch 100% rPET-packaged olive oil in the US in a response to reduce its impact on the environment.
Bertolli, the olive oil brand with more than 150 years of experience in the industry, has developed a new bottle for its Organic Extra Virgin Rich Taste Olive Oil made from 100% recycled plastic (rPET) to reduce its carbon footprint. The brand demonstrates its commitment to promoting sustainable packaging solutions that bring the authentic Mediterranean taste that’s good for consumers and for the environment.
rPET bottles in the US
Both the production of virgin plastic and the huge amount of the material that’s thrown away in the US – an estimated 2.5 million plastic bottles every hour – take a heavy toll on the planet, making the benefits of switching to rPET clear.1
For every ton of plastic that’s recycled, roughly 3.8 barrels of crude oil and 7.4 cubic yards of landfill space are conserved.2 rPET requires 79% less energy and 90% less water to produce than virgin plastic and results in a 60% reduction in CO2 emissions.3
It joins a range of grocery categories shifting to a more sustainable packaging solution. New products across categories including personal hygiene, cleaning and household items, dairy, coffee, water and soft drinks, achieved high penetration in the market (more than 20% share from sustainable products).4 However, for olive oil there’s still a long way to go and Bertolli has stepped up to lead this drive.
Bertolli Organic Extra Virgin Rich Taste Olive Oil has become the first global brand to launch olive oil packaged in 100% rPET to go on sale in the US. It hit the shelves in September and is now available nationwide in stores including Walmart, Publix, Kroger, Albertsons, Ahold and Target, among others.
The initiative’s support
Bertolli is now on a mission to communicate the environmental benefits of its pioneering use of rPET in the US. Its new packaging boasts an updated label design to enhance shelf standout and encourage more consumers to recycle. An on-pack QR code links to a webpage that leverages the environmental benefits of rPET and Bertolli’s sustainability strategy.
The launch is backed by an influencer campaign currently running on social media platforms, targeting families and promoting Bertolli Organic Olive Oil as a product that’s as good for the planet as it is for people.
Shoppers’ environmental awareness
The launch comes amid growing support for the environment. An attitude progressively gathering relevance in everyone’s day-to-day life. More than three quarters (77%) of US consumers now say sustainability is important when deciding which groceries to buy, up from 71% in 2021.5
Shoppers are increasingly receptive to such messages. The mantra ‘renew, reuse and recycle’ is the environmental attribute that resonates most with US consumers, cited by 79% in a recent poll.6 Next most relevant are the conservation of resources (cited by 66%) and waste reduction (cited by 62%).
Bertolli's sustainability ambition
The rollout of 100% rPet packaging initiative is part of the wide-reaching sustainability strategy of Deoleo, Bertolli’s Spanish parent company, which achieved to cut its operational CO2 emissions by 12.8% in 2020. Deoleo has committed to further reductions, greater use of rPET and achieving zero waste certification at its factories by 2030, targets that are aligned with the United Nation’s Sustainable Development Goals.
Moreover, this vision connects at its core with food grocers themselves who are fostering sustainable shopping by providing recycling points at their stores and championing goods certified Organic and Non-GMO, collaborating with Rainforest Alliance and Fair Trade, or carrying a Recycled Packaging pledge. This way, consumers can browse through brands which are truly committed to making a greener future.
1. The American Chemistry Council.
2. The Environmental Protection Agency.
3. Evergreen. (November 2021).
4. IRI POS data for MULO across 36 core categories: Analysis by NYU Stern Center for Sustainable Business. (September 2022).
5. IRI Omniconsumer. (June 2022).
6. IRI OmniConsumer Survey Solutions. (June 2022).