Cause Marketing

Capri Sun, the Kraft Foods brand that packages portable juice drinks in those aluminum-polyethylene pouches has teamed with TerraCycle , the innovative recycler, that promises to keep juice pouches out of the waste stream, while paying schools $0.02 cents per pouch. [Oops. My bad. That makes it seem like Kraft is actually doing some work here when in fact all the heavy lifting is being done by TerraCycle. That said, Kraft probably paid for this ad in Cookie magazine (and elsewhere) and the attending promotional and PR efforts.] Here’s how it works. You sign up at TerraCycle and they will send your school four bags. Each bag holds 100 pouches. Fill 'em up and they'll send you more. TerraCycle pays $0.02 cents for each Capri Sun, Honest Kids and Kool Aid pouches. All other pouches pay $0.01 cents per pouch. TerraCycle pays twice a year. In turn, TerraCycle ‘upcycles’ (their term) the pouches into backpacks, totes and pencil cases. While the materials that comprise the ...