“Reduce, Recycle, Reuse.” These are the three “Rs” of the Recycle your Ideas on Plastic Bags campaign. Braskem has signed onto this movement, whose partners also include the National Plastics Institute (INP). The Brazilian Association for the Flexible Plastic Packaging Industry (ABIEF), the Brazilian Supermarket Association (ABRAS) and the Plastivida Social-Environmental Institute for Plastics.

“Plastic is part of every moment of our lives and can’t be beat, aside from being 100% recyclable. Nevertheless, Brazil only recycles 21% of its output,” says Francisco de Assis Esmeraldo, Chairman of Plastivida. “The challenge is to improve that performance.” Alfredo Schmitt, Chairman of the ABIEF, is in a mood to celebrate: “This is the first time the entire supply chain has been united behind a single aim.” The focus is on plastic bags. “Consumers prefer them,” argues Paulo Dacolina, Superintendent-Director of the INP.

“This is the first time the entire supply chain has been united behind a single aim” Alfredo Schmitt

Every week, over 120 users register on the campaign’s pages on the Internet (Twitter, Orkut, Facebook and YouTube). Supermarket chains that distribute sturdy plastic grocery bags (holding up to 6 kilos) have seen an average reduction of 30% in packaging consumption. For example, the reduction reported by the Pão de Açúcar chain was 40% – the equivalent savings of 91 million bags in the second half of 2009.

In early April, Braskem garnered the Top Environmental award from the ADVB-SP (São Paulo Association of Sales and Marketing Managers) for its good practices in the areas of the environment and sustainability. “This award encourages us to continue working to make our operations even more positive for the community and the environment,” observes Braskem Sustainable Development Director Jorge Soto.