Heineken and Natura Unite by recycling

Official sponsors of Rock in Rio 2019, Heineken and Natura will partner with the goal of stimulating positive impact actions, contributing to the circular economy of products, inviting the public to become an agent of transformation of society. The main initiative will be the recycling of plastic cups used in the seven days of the event that will be transformed into packages of the Natura Homem line. The expectation of the brands is to recycle 2.5 million units. The initiative also includes communications encouraging the reuse of materials. The action of fostering the circular economy begins with the local cooperatives, who already work in partnership with the festival, and will separate and give a correct destination to the plastic waste generated. The materials collected will be forwarded to Braskem, a partner of the project and supplier of plastic resin for the manufacture of Natura packaging. The forecast is to generate approximately 10 tons of resin, which will give rise to about 670,000 lids of the Deo body Spray Humor. The partnership will also prevent the emission of up to 15 tonnes of CO2 in the atmosphere. In the 2017 edition, when Heineken made an action that distributed to the public a special cup for each person delivering 10 used plastic cups, 676,000 cups were collected (equivalent to 4800 tons of plastics). The result was 82% higher than that recorded in Rock in Rio 2015. "We are very excited about this unprecedented partnership with Natura. Together, we concretize a circular solution, where plastic waste is transformed into raw material, good for the environment and in line with our sustainability commitments, "says Ornella Guzzo Vilardo, group sustainability Manager Heineken in Brazil, sponsor of the event since 2011. "Natura has a historical commitment to sustainability, which is one of the pillars of the brand's performance. Since 2007, we are a carbon neutral company and believe that the commitment to reduce carbon emissions and generate positive impact on society and the environment is a collective challenge ", explains Maria Paula Fonseca, Global Director of Natura brand, who makes her Debut at Rock in Rio. Partnering with Heineken is an unfolding of the all together #PorUmMundoMaisBonito movement.