“This company invented a better soda can. Why isn’t anybody buying?” – Grist, 30 October 2014

Less than a year after introducing the evercan, Novelis broke ground on a new multimillion dollar plant in Germany to manufacture the cans, which are made of 90 percent recycled aluminum. Novelis thought the evercan was a win-win for the company: the cans are cheaper to produce and more sustainable for the environment, since far less energy is used to produce recycled aluminum than virgin aluminum, a minimum of five percent.

With such advantages, it seems that the large beverage companies — Coca-Cola, PepsiCo, MillerCoors, etc. — would be chomping at the bit to get their hands on the evercan; however, these companies aren’t buying. The only company currently using the evercan is Georgia-based micro-brewer Red Hare Brewing Co. What’s even more odd is that Novelis’ aluminum supply is being purchased in spades by top automobile companies Ford and GM for their new lines of all-aluminum body cars.

But it seems that the beverage industry’s preferences are elsewhere. Besides the beverage companies’ hesitance to rely on one aluminum supplier, many of the companies, such as Coca-Cola, prefer PET plastic bottles to cans. Coca-Cola uses a bottle called a “plantbottle,” which is a PET bottle produced from sugar cane and sugar cane waste. The plantbottle makes up 60 percent of Coca-Cola’s worldwide sales. Moreover, the plantbottle is also resealable, which is a bonus for consumers.

Environmentally undesirable land filling, for obvious reasons, is a total waste of energy and valuable raw materials. Exporting lower value scrap is another way to export energy and valuable elements embedded in post-consumer aluminum products, only to come back to the US as more value added semi and fully finished products. This would adversely affect US trade balance.

Furthermore, economic incentives and societal consumer awareness supported by numerous newer scrap sorting technologies under development should limit land filling of scrap in US and reduce scrap export to countries like China.

If one beverage company vouches for the evercan, then perhaps other companies would follow suit. But more than that, the industries directly involved in recycling — aluminum, beverage, and waste — need to bolster their recycling actions so that Novelis has more material to work with.

Developed and Written by Dr. Subodh Das and Tara Mahadevan

November 2, 2014

Phinix LLC

Copyright 2014. All rights Reserved by Phinix, LLC.

www.phinix.net    skdas@phinix.net

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