As the 2014 FIFA World Cup drew to a close and the final match whistles blew, a massive effort was underway. From the start, the presence of the tournament in Brazil came with a massive challenge -- how to manage the tons of paper, glass, plastic and metal expected to be left behind.



Recycling in Brazil

It was a challenge Coca-Cola Brazil decided to take on as a leader in sustainability efforts among the sponsors and partners of the 2014 FIFA World Cup.

Employing 840 waste collectors in stadiums across each of Brazil’s 12 host cities, the Coca-Cola Brazil-led teams collected 450 tons of waste for recycling. The efforts of these waste collectors are part of Coletivo, a Coca-Cola sponsored program that provides technical training, life skills and access to employment opportunities for young people throughout Brazil. Through Coletivo Recycling, Coca-Cola Brazil supports around 400 Recycling Cooperatives offering waste management training and tools.

Coletivo began in 2009 and has since expanded to include training models across seven different areas including Retail, Arts, Entrepreneurship, Logistics, Events, Recycling and environmental conservation and community development in the Amazon Rainforest. In all, Coletivo training models have launched programs in 550 communities throughout Brazil with the goal to train and qualify more than 100,000 people by the end of 2014.

“We are thrilled with the work of these youth in engaging and educating the public, encouraging a culture of recycling,” said Victor Bicca, director of government afairs, communication and sustainability for the 2014 FIFA World Cup team of Coca-Cola Brazil. “We’re proud of the results achieved and the legacy we sought to leave behind.”