Multinational food and beverage company PepsiCo, through its crisp brand Lay’s, has launched a new recycling and tourist awareness initiative in Pakistan’s Khyber Pakhtunkhwa province.

In a report, the Associated Press of Pakistan (APP) said that the new effort has been rolled out by Lay’s in close collaboration with the Government of Khyber Pakhtunkhwa and the Kaghan Development Authority.

As per the APP, the recycling initiative aims to focus on proper waste disposal practices while raising awareness among community members regarding at-source waste segregation.

Another objective is to inform tourists about the significance of recycling mechanisms and to promote it. Lay’s will collect used packaging from Pakistan’s northern areas during the busy holiday season and then upcycle them into new tote bags.

Lay’s has also collaborated with the local authority to install waste collection bins across 12 main localities and areas in the mountainous regions, lakes, and other major tourist spots of the region.

The discarded packaging collected in the bins will then be gathered by Green Earth Recycling, PepsiCo’s long-standing recycling partner, and deposited with its upcycling partner organisation Dastan-e-Rumaan.

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Artisans at Dastan-e-Rumaan will use their handlooms to create new woven tote bags utilising the cleaned waste packaging and wrappers.

This will also support women’s entrepreneurship by creating income-generating activities.

The effort is also in line with the company’s ‘PepsiCo Positive’ (pep+) global sustainability agenda.

PepsiCo Pakistan’s senior commercial director for Foods Mohammad Khosa said: “PepsiCo is committed to the advancing circular economy for plastics through collection and recycling efforts with our recycling partners.

“With the exciting ‘Summer with Lay’s’ programme, we are leveraging the power of our flagship brand to deliver joyful snacking moments in these beautiful landscapes of Pakistan and leveraging consumer attention and our key partnership with the Government of Khyber Pakhtunkhwa to mainstream our shared vision and build public awareness about proper waste disposal and recycling.”

Under the pep+ effort, PepsiCo announced the of elimination of plastic rings on its beverage multipacks across the US and Canada.