The Olympic and Paralympic Games is one of the biggest sporting events in the world a cherished cultural and sporting icon for hundreds of millions of people across the globe.

By 27 July next year, thousands in the UK will already have been touched by the Olympic Torch Relay, and the eyes of the world will be on the opening ceremony of the 2012 Olympic and Paralympic Games.

An event that will engage so many people provides an enormous opportunity to make breakthroughs in sustainable behaviour. The London Organising Committee of the Olympic and Paralympic Games (LOCOG) is acutely aware of this, and has pledged to hold the first truly sustainable Games of modern times, conceived with the environment and a desire to leave a legacy of sustainable living in mind.

The Coca-Cola System in GB understands this opportunity very clearly. Coca-Cola Enterprises makes, sells and delivers The Coca-Cola Company’s portfolio in this country and the two organisations are working closely together to target new levels of sustainable achievement. We know from experience that the Games can inspire our business to take a leap forward in sustainable thinking but our aim is to extend the legacy of the 2012 Games beyond our own walls, using the reach of our brand to not only set new sustainability standards for the industry, but to inspire consumers, too.

This week we will announce our sustainability strategy for London 2012. It is our most sustainable sponsorship activation ever. All our products for the Olympic Park and trade customers in the London area will be distributed from a new, more environmentally-friendly warehouse. They will be picked up and delivered in new biogas trucks and chilled in HFC-free coolers. We estimate these investments will cut the carbon footprint of our distribution at the Games by a third and, by incorporating them into our long-term supply chain, we’ll achieve benefits well beyond the Games.

LOCOG is aiming to reuse, recycle or compost at least 70% of all waste during the Games. We have asked our suppliers to create new processes for minimising waste and maximising recycled content and will be encouraging visitors to the Olympic Park to recycle packaging at specially-designed recycling points. With LOCOG and WRAP, we will also be designing and testing a clear waste system that we hope will become the blueprint for all major UK sporting events.

Driving behaviour change also extends to enabling people to make healthy decisions. In 2012, we will offer the widest range of drinks and sizes we have ever offered at an Olympic and Paralympic Games. We anticipate 75% of the drinks we sell will be water, juice or sugar-free drinks. All our carbonated soft drinks will feature Guideline Daily Amount information, enabling visitors to make informed choices.

The appeal of our brands, combined with our scale and reach, puts us in a unique position to help make London 2012 truly sustainable. But it is in all our interests to use this spectacular opportunity to help improve the lives of consumers and set new standards in sustainability across the industry.

Let the Games begin!

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