At the Our Ocean Conference 2017 in Malta, Procter & Gamble Co. launched the Fairy Ocean Plastic bottle made completely from post-consumer recycled plastic and ocean plastic. The launch aims to raise awareness of the issue of ocean plastic and what can be done to prevent plastic waste from reaching the ocean.
The first-ever Fairy Ocean Plastic Bottle has been created in partnership with recycling expert TerraCycle and will reach British consumers in 2018. The U.K. launch will include 320,000 bottles, the largest production run of recyclable dish soap bottles in the world made using ocean plastic. The innovative bottle will be made from 10 percent ocean plastic, collected from the ocean and beaches around the world, and 90 percent post-consumer plastic.
The project aims to drive awareness of the issue of ocean plastic pollution, inspire consumers to physically participate in beach clean-ups and recycle household waste.
Virginie Helias, vice president of global sustainability at Cincinnati, Ohio-based P&G, explained: “As the world's No. 1 dishwashing liquid globally and a much-loved brand in the U.K., we want to use Fairy to raise awareness about the plight of our ocean and raise awareness about the importance of recycling.”