Thank you for Subscribing to Agri Business Review Weekly Brief
Jordi Cueto-Felgueroso is a seasoned Global Sustainability Manager at Coca- Cola FEMSA. He has a robust background in sustainability, communication, crisis management, data analysis, and public affairs. Over the past decade, he has played a crucial role in regional and international teams for major corporations, including General Motors, DiDi, and Bocar Group. Jordi has also provided his expertise as a consultant to diverse sectors and companies such as Santander Bank, UN Global Compact, Grupo Salinas, and General Paint.
He holds a degree in Sustainable Development Engineering from Tecnológico de Monterrey and a Master’s in Applied Economics, specializing in public policy and data science, from the same institution's School of Government and Public Transformation. Jordi has further enriched his expertise with studies in complex systems, biodesign, business psychology, and environmental and social impact at renowned international institutions, including Aalto University, Harvard Business School, the Santa Fe Institute, Johns Hopkins, Universidad Veritas, the National Autonomous University of Mexico (UNAM), and EGADE Business School, where he is also a professor. Through this interview, Jordi Cueto-Felgueroso, Global Sustainability Manager of Coca-Cola FEMSA, highlights its pivotal role in promoting sustainable business practices across its vast operations in Latin America As the world's largest bottler of Coca-Cola products, operating across ten countries in Latin America and serving over 272 million people, Coca-Cola FEMSA is a critical player in the Coca-Cola system. It is a joint venture between FEMSA, a leading Mexican multinational beverage and retail company, and The Coca-Cola Company. Coca-Cola FEMSA's expansive operations and strategic initiatives position it at the forefront of sustainable business practices, driving innovation and growth while prioritizing environmental stewardship. In an era where sustainable practices are not just a choice but a necessity, Coca-Cola FEMSA stands out as a leader in embracing the circular economy. The company has committed to transforming its operations to minimize environmental impact while maximizing resource efficiency. This commitment is evident across various initiatives to foster sustainability, from innovative packaging solutions to robust recycling programs. Sustainable Packaging and Recycling One of Coca-Cola FEMSA's critical strategies in promoting a circular economy is its focus on sustainable packaging. The company has made significant strides in increasing the use of recycled materials. As of 2023, 33 percent of the resin used in its PET bottles is recycled, a notable increase that aligns with its long-term goals of achieving 50 percent by 2030. The ongoing construction of the new PLANETA recycling plant in Tabasco, Mexico, set to open in 2024, is a testament to this effort. The plant will process approximately 50,000 tons of post-consumer PET bottles annually, reinforcing Coca-Cola FEMSA's capacity to recycle and reuse materials within its supply chain. Additionally, Coca-Cola FEMSA has committed to ensuring that all beverage packaging is recyclable, reusable, or compostable. This ambitious goal includes eliminating unnecessary plastics and incorporating 98 percent post-consumer recycled material into its products as of 2023. These measures are part of the company’s broader strategy to reduce its plastic footprint and promote the circular use of resources. By stimulating the recycling industry by creating a demand for recycled resin, Coca-Cola FEMSA ensures a steady supply of recycled materials. This supports the company’s sustainability goals and drives broader market demand for recycled products, contributing to a more robust recycling ecosystem. Innovative Design and Materials Coca-Cola FEMSA is at the forefront of innovative design and lightweight and sustainable packaging materials. The company introduced Ciel, one of the lightest water bottles made entirely from other recycled bottles, showcasing its commitment to reducing plastic usage and promoting recycling. Additionally, Coca-Cola FEMSA transitioned Sprite bottles from green to clear plastic to enhance recyclability, as clear bottles are more accessible to recycle into new bottles. These innovations reduce the environmental footprint and set new standards in the industry for sustainable packaging solutions. "Promoting a circular economy helps reduce water and carbon emissions, demonstrating that economic growth and environmental stewardship can go hand in hand, paving the way for a more sustainable future" Waste Management and Reduction Coca-Cola FEMSA has implemented comprehensive waste management programs to achieve its zero-waste goal. By 2023, 84 percent of its bottling plants had achieved zero-waste certification, indicating that the vast majority of waste generated is either recycled or repurposed. The company is extending these initiatives to distribution centers to certify them as zero waste by 2030 and to all plants earlier by 2025. Community Development Coca-Cola FEMSA’s commitment to sustainability extends to community engagement, particularly around packaging and waste collection. The company supports various social programs through environmental stewardship to improve the well-being of the communities it serves. • Argentina: Coca-Cola FEMSA collaborates with private waste management entities that sell to the recycling industry to enhance recycling processes' economic viability and efficiency. • Colombia: The Reciclaje Motocargueros program provided 60 motorized cargo vehicles to recyclers, enhancing their work dignity and increasing recyclable material collection rates by 5 percent. • Costa Rica and Nicaragua: Focusing on recovering post-consumer PET waste, Coca-Cola FEMSA works with specialized organizations to collect, process, and utilize waste, aiming to reclaim post-consumer materials nationwide. • Guatemala: The Ecobots program, through recycling bins in shopping centers, supermarkets, and universities, encourages consumers to recycle their PET bottles by offering discount coupons. • Mexico: The My Zero Waste Store initiative engages local businesses to promote more efficient reclaimable waste management, significantly contributing to environmental sustainability efforts. Through these initiatives, Coca-Cola FEMSA addresses immediate waste management challenges and fosters a culture of recycling and sustainability within the communities it serves. This approach ensures a lasting positive impact, aligning with the company’s broader goals of promoting a circular economy. Coca-Cola FEMSA’s dedication to the circular economy is evident in its comprehensive sustainability initiatives. By focusing on sustainable packaging, waste reduction, and community engagement, the company minimizes its environmental impact and sets a benchmark for others in the industry. Promoting a circular economy helps reduce water and carbon emissions, demonstrating that economic growth and environmental stewardship can go hand in hand, paving the way for a more sustainable future.
