The new program is a major environmental step in the right direction from Clorox - way to go!
Beginning in early January 2009, consumers can recycle Brita water pitcher filters through a program with Preserve.
Preserve offers an environmentally friendly recycling infrastructure for No. 5 polypropylene plastic, a primary material in Brita pitcher filters, through its Gimme 5 recycling and reuse program.
Many communities across the country do not accept #5 plastic for recycling which has made environmentally responsible disposal difficult for many consumers.
Through the new program, Preserve will collect the filters to use in its line of eco-friendly, 100 percent recyclable personal care, tableware and kitchen products.
Preserve products made in part from Brita filters will be available at leading retailers, allowing consumers to purchase new sustainable products they helped create.
“By working with Preserve, we are able to strengthen our sustainability commitment and identify a Brita filter recycling solution that is a win for consumers, the environment and our company,” said Don Knauss, chairman and CEO of The Clorox Company, makers of Brita products.
"This initiative is one of many ways The Clorox Company is actively making its consumer product offerings more sustainable and creating positive impacts in the
area of waste reduction."
Preserve will recycle 100 percent of each Brita plastic pitcher filter casing collected. The No. 5 polypropylene plastic from the casing will be used by Preserve in their line of products.
The filter ingredients – activated carbon for creating great-tasting water and additional ion-exchange resin that reduces lead, mercury, copper, cadmium and zinc that might be found in tap water – will be regenerated for alternative use or converted into energy.
“The Brita filter recycling program gives Brita pitcher filters new life as Preserve products,” stated John Lively, director of environment and material science for Preserve.
“We calculated that the benefits of keeping Brita filters out of landfills outweigh the impact of shipping them for recycling through this program.”
Beginning in January consumers can drop off their used, dry Brita pitcher filters at participating Whole Foods Market stores or mail them directly to Preserve (mailing boxes will also be recycled). Full details and instructions on both options, including a complete list of Gimme 5 stores, will be available at www.brita.com in early January 2009.