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Coca-Cola’s PlantBottle packaging for Dasani, Odwalla debuts

BY Allison Cerra

ATLANTA — Coca-Cola’s 100% recyclable beverage packages have premiered on store shelves.

The company’s Dasani and Odwalla brands’ single-serving bottles now will feature PlantBottle packaging, which is touted as the first-ever fully recyclable plastic beverage bottle produced using plants.

Coca-Cola said that in 2010, more than 2.5 billion PlantBottle packages were available across nine countries. For 2011, that number is expected to double to more than 5 billion PlantBottle packages in more than 15 countries.

“It’s our goal to make traditional plastic bottles a thing of the past and ensure that every beverage we produce is available in 100% plant-based, fully recyclable packaging,” said Scott Vitters, general manager for the PlantBottle packaging platform at Coca-Cola. “The national launch of Dasani PlantBottle packaging represents an important step toward reducing our carbon footprint, and the up to 100% plant-based, recyclable packaging used for Odwalla is the first of its kind in the beverage industry.”

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Stonyfield Farm wants consumers to just eat organic

BY Allison Cerra

LONDONDERRY, N.H. — Organic yogurt brand Stonyfield Farm has kicked off a yearlong education campaign to encourage consumers to opt for organic products.

The Just Eat Organic campaign includes a "Just Eat Organic" rap music video that features the vocal styling of Stonyfield president and CEO Gary Hirshberg, who discusses the benefits of organic products through song. Also part of the campaign is a website called The Organic Moment, where consumers can share their personal stories about being organic eaters.

"These past few months ignited an important — and sometimes challenging — dialogue around organic," Hirshberg said. "Now, more than ever, is the time for organic consumers to choose the foods they eat and feed their families. It is also the time to share our reasons and stories with others, and to inspire others to do the same."

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IdeaVillage names COO

BY Allison Cerra

WAYNE, N.J. — A company that specializes in "As Seen on TV" products has named a new COO.

Ron Boger, who currently serves as EVP of IdeaVillage, will take on the COO role. He will work with company founder Anand Khubani in launching new and innovative products in the mass market.

Boger is credited with bringing such products as SlimShots, Yoshi ceramic knife, Fushigi ball and Criss Angel MindFreak magic kits and tricks under the IdeaVillage banner and into the mass market.

“Ron Boger has played a pivotal role in developing IdeaVillage as a company, in product acquisition, merchandising and planning, and the nurturing of top-to-top relationships with retailers across the country,” Khubani said. “His knowledge and proven background in direct response and retail is an asset to the company and its business partners.”

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