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inauthentic authenticity.

Excellent thoughts on how we romanticize past eras, and the allure of small-town craft. Can we even recognize the authentic when we see it?

(And props to Claire for making my reading experience uber pleasant.)

unconsumption:

Coca-Cola introduces 100% recyclable merchandise display racks — aims to increase reuse and recycling
From The Coca-Cola Company’s press release:

Coca-Cola is developing a family of 100 percent recyclable merchandise display racks for use in grocery and convenience stores in the U.S. The first GIVE IT BACK ® racks are free-standing units made of easily recyclable corrugated cardboard and designed to communicate sustainability to shoppers.
The GIVE IT BACK racks are the first step toward a comprehensive, closed-loop retail equipment program where Coca-Cola creates recyclable in-store merchandise racks and then recovers, reuses and/or recycles the displays - an industry first.

As the GIVE IT BACK name suggests, Coca-Cola will ask retailers to return or recycle the racks. The company, which says the corrugate racks will be widely available in late 2011, will also release racks made of recycled PET plastic. The move dovetails with Coca-Cola’s overall sustainability efforts.
(Via PSFK.)

A silly marketing ploy with (possibly) good intentions? What about prioritizing a sustainable system for their water usage? (Dasani out of public water, anyone?) Or even using corn plastic in their bottles? Not that either of these would drastically impact their global footprint, but it would at least be a gesture with better payoff. 
And c’mon. Corrugated cardboard is not our problem. Try prioritizing the plastic islands in the pacific. 

unconsumption:

Coca-Cola introduces 100% recyclable merchandise display racks — aims to increase reuse and recycling

From The Coca-Cola Company’s press release:

Coca-Cola is developing a family of 100 percent recyclable merchandise display racks for use in grocery and convenience stores in the U.S. The first GIVE IT BACK ® racks are free-standing units made of easily recyclable corrugated cardboard and designed to communicate sustainability to shoppers.

The GIVE IT BACK racks are the first step toward a comprehensive, closed-loop retail equipment program where Coca-Cola creates recyclable in-store merchandise racks and then recovers, reuses and/or recycles the displays - an industry first.

As the GIVE IT BACK name suggests, Coca-Cola will ask retailers to return or recycle the racks. The company, which says the corrugate racks will be widely available in late 2011, will also release racks made of recycled PET plastic. The move dovetails with Coca-Cola’s overall sustainability efforts.

(Via PSFK.)

A silly marketing ploy with (possibly) good intentions? What about prioritizing a sustainable system for their water usage? (Dasani out of public water, anyone?) Or even using corn plastic in their bottles? Not that either of these would drastically impact their global footprint, but it would at least be a gesture with better payoff. 

And c’mon. Corrugated cardboard is not our problem. Try prioritizing the plastic islands in the pacific

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