Coca-Cola Enterprises (Cce) is set to announce two new sustainability initiatives that are aimed at improving recycling behavior and infrastructure.

The company’s sustainability plan outlines the need to set the standard for sustainable packaging, achieving zero waste in its own operations and recycling more packaging than used.

CCE chairman and CEO John Brock said the initiatives aim to address two challenges pertaining to improving recycling rates and meeting the increasing demand for recycled PET through investments in strategic infrastructure projects.

"Our goal to lead our industry in sustainable packaging and recycling means we must support and promote improvements throughout our value chain," Brock said.

As part of its initiatives, the company will invest €6.5m to establish a new joint venture (JV) in France with PET recycler APPE in an effort to boost the capacity of its plastics reprocessing facility by 70%.

The JV will invest in a new line at APPE’s existing recycling facility in Beaune, France, fund the trial and introduction of new technology and annually recycle 20,000 additional tonnes of plastic into food-grade packaging.

The company is also funding a research partnership to explore how at-home recycling rates in Great Britain and France can be improved with consumer behavior change strategies.

Recycling rates in Great Britain and France remain below compared to other European countries, despite growing awareness of environmental concerns among consumers.

Manufacturers are restricted from supplying locally available recycled PET, as only about half of plastic bottles are collected for recycling in these countries.

The research programme, which will be delivered in partnership with the University of Exeter in the UK, will seek to define interventions that can overcome the space between belief and behavior.