Pierre Ferrari, founder of New Value Partners of Atlanta, is an independent consultant with intimate knowledge of recycling issues. Ferrari also serves as chairman of Businesses & Environmentalists Allied for Recycling, which formed last year in part to convince Atlanta-based Coca-Cola Co. to either boost its PET recycling rates to 80 percent.
Ferrari brings a certain expertise to BEAR. He was a senior vice president of marketing for Coca-Cola USA, the soft-drink giant's U.S. arm. Coca-Cola has been facing mounting pressure from a variety of environmental groups and "socially responsible" investment funds to increase its use of recycled content. Currently, Coca-Cola has said it is exceeding its own goal of using 10 percent recycled content in 25 percent of its bottles. The company historically has opposed bottle bills because of the upfront costs to consumers.
BEAR receives some of its funding from media mogul Ted Turner's Turner Foundation and is affiliated with Global Green USA, the American arm of former Soviet Premier Mikhail Gorbachev's environmental group Green Cross International. The alliance also includes carpet manufacturer Beaulieu of America Inc., a major purchaser of recycled PET resin, and it recently also recruited the New York-based National Resources Defense Council.
Ferrari has had a history of involvement with "conscientious commerce." He is a director of ice-cream maker Ben and Jerry's Homemade Inc. of South Burlington, Vt., and the Small Enterprise Assistance Funds, an investment-fund management organization based in Washington that promotes sustainable economic development.
Ferrari also has served as a special assistant to the president of Care, one of the world's largest private international relief and development organizations. And he is a former president of Lang International, a sports marketing firm.
Ferrari was educated in England and the United States. He holds a master's degree in economics from the U,K's University of Cambridge and an MBA from Harvard Business School.