Taking action

Prevented Ocean Plastic

For the first time, we are offering two Society wines bottled in Prevented Ocean Plastic recycled PET. But what is Prevented Ocean Plastic (POP) and what sustainability advantages does it offer?

Simon Mason

Simon Mason

POP hero

Prevented Ocean Plastic is essentially the name of a high-quality recycled material collected from coastal areas at risk of ocean plastic pollution. The fully traceable programme gathers plastic from within 30 miles of the coast. Typically, discarded plastic bottles, the majority of the material is recycled Polyethylene Terephthalate (rPET) – which is what we use for our bottles. 

The programme operates in various countries and regions worldwide, particularly focusing on areas most affected by plastic pollution. Key regions include south-east Asia, where countries like Indonesia, Thailand, and the Philippines face significant challenges due to high levels of plastic waste entering marine environments. Additionally, the programme extends to parts of Africa and South America, where coastal communities are heavily impacted by waste mismanagement and pollution. 

By collaborating with local governments, NGOs, and businesses in these regions, Prevented Ocean Plastic aims to enhance waste management practices, promote recycling efforts, and foster sustainable development, ultimately contributing to the reduction of ocean plastics on a global scale. By focusing on preventing plastic waste from entering marine ecosystems, the programme not only addresses the immediate ecological crisis but also delivers a range of social benefits that are crucial for sustainable development. Since 2019, more than 50,000 tonnes have been collected and returned to the market – that’s more than 2 billion bottles. 

First collectors on the beach
First collectors on the beach

Environmental benefits 

At the core of the Prevented Ocean Plastics programme is its commitment to reducing plastic waste in oceans, which is a critical factor in protecting marine biodiversity. Every year, millions of tonnes of plastic enter the oceans, harming marine life through ingestion and entanglement. 

This initiative promotes responsible waste management practices and incentivises the collection and recycling of plastic materials before they can reach the water. This proactive approach not only mitigates pollution but also enhances the overall health of marine ecosystems. 

One of the standout features of the programme is its emphasis on innovative recycling solutions. By creating a market for recycled materials, it encourages industries to invest in sustainable alternatives to virgin plastics. This shift can lead to a significant reduction in carbon emissions associated with plastic production and disposal, as recycled plastics generally require less energy and resources to process. Consequently, the programme contributes to broader climate-change mitigation efforts – such as our own carbon reduction roadmap. 

Moreover, the initiative fosters circular economy practices. By focusing on the lifecycle of plastic materials, Prevented Ocean Plastic encourages the reuse and recycling of plastics, reducing the demand for new raw materials. This not only conserves natural resources but also minimises the ecological footprint of plastic consumption, further promoting environmental sustainability. 

Social benefits 

Grassroots work
Grassroots work

Beyond its environmental impact, the Prevented Ocean Plastics programme has significant social implications. By creating a market for recycled plastics, it generates new economic opportunities, particularly in regions that are heavily affected by plastic pollution. Local communities often bear the brunt of this environmental crisis, facing health hazards and economic losses due to contaminated ecosystems. The scheme empowers these communities by providing them with jobs in waste collection, sorting, and recycling processes, thereby fostering local economies and improving livelihoods. 

Furthermore, the initiative promotes education and awareness about plastic pollution. By engaging communities in recycling efforts and environmental stewardship, the scheme cultivates a sense of responsibility and ownership over local environments.  

The Prevented Ocean Plastics programme also has a role in fostering collaboration among stakeholders, including governments, NGOs, and the private sector. This collaborative approach not only enhances the effectiveness of plastic waste management but also strengthens community ties and networks.  

Simon Mason

Head of Wine Sustainability & Due Diligence

Simon Mason

Simon has been at The Society for more than a decade, heading our Tastings Team before moving into our Buying Department. Now Head of Wine Sustainability & Due Diligence, Simon works with our suppliers to encourage and accelerate collaboration and improving sustainability throughout our wine supply chain.

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